Nurturing and growing your customer interactions is critical even for the smallest of businesses.
That's especially true now that both sales staff and customers are likely being kept home due to the pandemic.
Tracking interactions means finding ways to record or measure every customer touchpoint from their purchase and support history to what the conversation was about during the lunch a particular customer had with your regional sales rep.
More than just a bucket for comments, this information needs to be stored in a safe place that can track, analyze, and surface the data when and where it's needed.
That's where customer relationship management (CRM) software shines.
What Is CRM Software?
CRM is more than initiating contact with potential leads.
It involves nurturing contacts and building loyalty while maintaining a dynamic repository of contact information and client history.
Making this information accessible for collaborative teams and piping it out to other business software solutions via smart integrations is the logical next step.
User experience (UX) has become more important than ever, and being able to efficiently manage a businesses' relationship with customers through the entire sales and after-sales process is a key consideration.
For small to midsize businesses (SMBs) trying to emulate CRM functionality on a large and unwieldy spreadsheet could lead to a lot of confusion and redundancy.
CRM solutions are easier to use than spreadsheets, they also do more than contain user and contact information because they can dynamically create calendar events and set reminders.
CRM software often integrates messaging and phone calling functionality, usually with recorded conversations that can be used to track and document customer sentiment and better insights.
A good CRM solution records your customers' contact information and remembers the details of your relationship and every interaction—whether by phone or email, and nowadays across other channels such as social media or even your customer help desk.
This information is a goldmine of opportunity, letting you identify prospects for up-sell or cross-sell, convert existing customers to new products or services, target new marketing, or even track invoices. The software is also a fail-safe, preventing sales people from chasing the same prospect. Choosing the right CRM software for your business can dramatically improve your team's collaboration and productivity, increase sales, and heighten customer satisfaction.
In its report, "CRM Software Market Research Report - Global Forecast to 2023," Market research firm Market Research Future forecasts the CRM market to grow up to 35 billion by 2023.
In addition, the CRM market's compound annual growth rate (CAGR) will be 6 percent between 2017 and 2023, according to the report.
A key area for CRM growth in 2018 and 2019 will be the addition of artificial intelligence (AI) to leading CRM platforms.
Manufacturers like Salesforce and Microsoft are either building their own AI engines to enhance their CRM capabilities or partnering with the likes of IBM's Watson and similar players to integrate AI's benefits into their offerings.
This will have significant impact in any CRM's ability to parse data and draw new insights from all kinds of customer interactions, and that has a direct impact on CRM revenue as market research firm, Statista shows us, details below.
The Revenue Impact of AI Adoption in CRM
(Image courtesy of Statista)Such a revenue impact is possible because AI-enhanced CRM is literally a quantum leap ahead of what many companies still call customer relationship management.
Even now, employees might use a spreadsheet to simply pass on information about past sales via email threads.
Or worse, such information is often left to casual word of mouth, which means it's often missing when needed or it's entirely forgotten.
CRM software keeps this information in one place, efficiently organizes it, and makes it possible to take immediate action with it.
Such actions can include sending a loyal customer a gift card on their birthday or offering an up-sell opportunity to a platform from which you know their business can benefit (based on previous conversations).
It's also a great way to woo back inactive customers.
The key is to select the software that's right for the way your team works.
The last thing you want is to see employees fighting new software instead of interacting with the customer.
CRM software isn't just about tracking and maintaining contact information.
While most look to CRM software as primarily a sales tool, it's moved beyond that space.
Marketing and customer service departments can dramatically improve their offerings and operations with CRM as well by using its data to more effectively segment demographics and record and reuse customer incident information.
CRM software also helps coordinate interdepartmental actions.
For example, the sales team can take advantage of something a customer service representative discovered in a separate transaction.
Depending upon the software you choose, you can set and measure sales goals, deliver and track email marketing campaigns, or keep an eye on what people are saying on social media.
Pricing and Add-Ons
Price can be a significant factor when evaluating CRM software, but that analysis should focus on more than just the upfront costs.
Most of the CRM software we looked at offers per-user pricing but it's important to check what's included in that price and which features you actually need.
Training can eat up a chunk of the budget as can upgrades and ongoing support.
Consider how much it would cost to integrate the software with existing systems and whether or not you would need additional equipment.
That mobile implementation looks slick on the vendor's website, but will it still look that slick once you've designed the customized CRM forms your business will use every day? Does it mean the sales or customer service teams need new smartphones or maybe even tablets? These costs can quickly add up.
Taking the time investment into consideration is why trying out more than one program is key.
This way, you can choose the software that will be most efficient for your company.
If you have the resources to train and onboard staff and customize the software yourself, then eventually it will start to work for you.
Smaller teams can't afford to invest in software that asks a lot up front; you need something that will be up and running in a day in most cases.
Read the support documentation and you'll get an idea of setup complexity and any issues you might bump into with the software you already have.
Use the free evaluation period to try out important features: import data, add information manually, connect accounts, and assign tasks to other users.
Take note of how helpful the software is and whether or not it creates more work.
Keep track of how often you have to consult the help system to complete a basic task.
One of the continuing trends we're seeing with CRM solutions is that they are being consolidated into larger product ecosystems.
Some products, like the venerable Zoho CRM, aren't just the flagship suite of solutions in their ecosystem, they set the template for the rest of the solutions the vendor offers.
Once a notable standalone solution, Base CRM, was acquired by Zendesk and converted into Zendesk Sell which is a more integrated solution that can feed into Zendesk's impressive array customer support-driven SMB solutions.
Freshsales CRM similarly provides a lightweight and simple SMB-focused CRM solution while offering expanded functionality.
This includes providing integrations, workflow automation, and sales intelligence features.
Freshsales CRM also synchs nicely with Freshcaller and Freshdesk solutions.
A distinct convenience for businesses using those solutions.
Other CRM solutions like Sales Creatio have refined their user interfaces to enable users to switch on specific business processes.
Sales Creatio makes it possible to toggle between Marketing, Sales, and Service functioning as a more dynamic control center for running various facets of CRM.
SMBs need to play the long game with their choice of CRM solutions.
For growth stage companies or businesses looking at expansion should start analyzing which integrations will make sense in the future.
Analysis to Boost Adoption
Taking the time to analyze not only what a prospective CRM can do, but also what you need any CRM to do in your particular sales cycle is key, and not just to get the best price on your investment.
CRM has suffered from adoption problems in many companies that simply buy these tools and bolt them onto an existing sales workflow.
Do that, and your sales people and even their managers, are likely to see the system as just another hurdle they need to overcome on their never-ending quest for a commission rather than a powerful tool to help them fulfill that quest more quickly.
As CRM software has grown more sophisticated, it has branched out into many different directions.
There are plenty of options for implementing your CRM in a Software-as-a-Service (SaaS) model or for deploying it on-premises by using your own server.
Cloud-based CRM is rapidly growing in popularity because it means you can quickly get up to speed and don't have to worry about managing software on your own servers, which adds complexity and cost.
You can look for the software that has deep hooks into social media management and analytics platforms so you can record customer interactions on Facebook or Twitter.
Plus, you should definitely consider CRM software that integrates with your business phone system so you can capture call and conversation information.
Look closely at your business processes, discuss with employees what they need and want, and contrast that with your bottom line.
By doing so, you'll quickly have an accurate picture of the right CRM software for you.
It's tempting to forgo this homework and simply pay for one of the big, all-inclusive CRM software packages just to have access to every feature you might need now or in the future.
But that approach will almost certainly wind up costing you more in both time and money, while probably delivering less flexibility than you'd expect.
That's because these large CRM software packages are often platforms rather than tools.
This means that those myriad features they advertise are really the product of integrating with a host of third-party solution providers, not options you can simply turn on.
Third-party integration means not only added licensing dollars but also new integration costs.
A better approach is to understand how your employees have to use the software as well as how they want to use it.
Think about what tools your team is currently using and what processes they follow.
Figure out how those tasks map to the CRM software you're evaluating.
Consider what some of the most common tasks are.
For example, if the users have to dig through menus and submenus every single time they want to log a call or email, then the tool will actually complicate their jobs instead of simplify them.
More and more CRM tools are also combining the email and sales experience into a single smart inbox or centralized dashboard view to manage all or most daily communications and tasks, without leaving the CRM tool.
As with any piece of software, it's essential to take advantage of free trials when available.
No matter how many reviews you read or demos you watch, you can't get a real sense of how the CRM software works until you use it yourself.
Be sure to have colleagues from different departments try out the software, too, so you can understand how successful it is in different situations and business processes.
Most companies offer at least a 14-day trial (and we consider that fairly short as 30 days is better) and some, including Apptivo CRM, Insightly CRM, and Zoho CRM offer free plans, albeit with limited features or users.
These can either serve as a full-time solution for small companies or as a long-term trial for larger companies.
Ease of Use and Support
CRM software must be intuitive or you'll never want to use it.
Make a note of how many clicks it takes to conduct a basic task and how easy or difficult it is to find the features you need.
Beyond being easy to use, CRM software should be able to manage user error.
For example, if you try to conduct a task on the wrong screen or input the wrong data, then the best software will identify your error and suggest the right way to do it.
On the other hand, poorly designed software will either let you make the error unchecked or will throw up an unhelpful error message.
One way to figure out if CRM software is really easy to use is by training others on how to use it.
If you get stuck while training someone else, then that's worth noting.
Think about the time it will take to get your team up to speed and whether or not it's worth that investment.
Finally, when...
