Why is it important to have a CRM?

Today I want to kick off a new weekly theme called #TechnicalTuesday. The purpose of this weekly article is to help businesses stay relevant with technology.

Technology is changing the way we interact with the world and the way consumers interact with you. Whether we like it or not, it’s here to stay.

COVID has been a not so gentle nudge to invest in digital experiences with the world closing its physical doors. It’s easy to feel overwhelmed when exploring the different options. It seems like everyone has different advice on how to invest your money. The real question is… what’s the best option for you.

Today, we’ll start with Customer Relationship Management or CRM.

Originally, this little tool was comfortably resting in your computer waiting for you to throw some information its way. This technology used to store the simplest of information:

• First and last name
• Address
• Date of Birth
• Phone number
• Notes on each interaction

These were memory joggers to help you provide a more personalized service to each individual while serving way too many potential customers to possibly remember each one. They also reminded you of special dates, when you were due for a follow up appointment and other useful bits of information to sell your products/services.

We’ve moved far beyond those days thanks to advances in technology. I was happy when the different systems started to automatically collect contact information, relevant emails, text/phone call time/date with the ability to add notes and automatic reminders to follow up based on the type of sale/relationship you had with the customer. I also REALLY loved that they moved it from my computer to the internet and apps so I had access to the information anywhere! - You’ll commonly hear CRM’s offered as SaaS or Software as a Service (which saves us a ton of money with access to even more features!!!)

Now, CRM’s are as much art as they are science. You can automate all of the repetitive tasks to allow sales/customer service to build deeper relationships and focus on work that provides greater value to customers.

They’re also going beyond customers to employees to improve communication, decision making and productivity. The art is finding ways to automate that are authentic to your brand.

Great CRM features:

• Workflow automation
• Email tracking and management
• Social media integration/management
• Third party integrations - from accounting software to project management
• Analytics (including real time data)
• Customization (dashboards, workflows, everything!!!)
• Lead generation/ management
• Artificial Intelligence - Look into the future to predict critical information to make better decisions and develop deeper relationships (this is way more than just selling more!)

Most people tell me they don’t need a CRM because they’re already selling enough. A CRM is more than just a tool to sell more. It’s an investment into customer experiences, employee satisfaction and a sustainable future.

That’s why it’s worth more than a few minutes to find the RIGHT one and even more time to set it up properly. Don’t sell yourself short!

1. What is your favorite CRM?
2. What is the one feature that makes it better than any other one?

Comment below with your answers or feel free to connect with me