CRM or Customer Relationship Management represents the processes a business puts in place to manage current and future customers.
In order to provide excellent customer service, your employees must have access to appropriate information to resolve issues and add value. This can effectively be done by providing a single source of information accessed by all departments giving visibility into marketing campaigns, quotes, orders, product documentation, work tasks and projects related to each customer.
In fact a recent Enterprise Resource Planning BuyerView by Software Advice, an ERP software consulting company, indicated that 47% of prospective ERP buyers they had surveyed require better integration or a CRM system with more functionality as part of their ERP software.
The key is making sure the system is used and data is entered consistently.
Common issues with CRM software:
Several common issues arise with focused CRM software that cause employees to work around this system or not use it at all.
Too Simplistic or Too Complex
The software is too simple and does not meet the information capture/functional needs of sales, marketing and customer service staff OR the software is too complex and difficult to use.
The right solution will provide a basic structure and allow your business the flexibility to configure the software to support your sales and customer service processes.
Disparate Data Sources
Another common issue is that customer information is stored in multiple locations – primarily email inboxes, a file server, perhaps even separate software applications used by sales, accounting, marketing, etc.
There is valuable customer data locked away in staff inboxes that should be stored against customer records. An effective CRM solution will integrate with commonly used applications such as Microsoft Outlook and Microsoft Office especially since email has become a primary method of communication.
Difficult to Access from the Road
The third issue is accessibility. With the pervasiveness of mobile technology (smart phones and tablets), sales and service reps on the road expect to be able to enter data from wherever they are rather than having to come into the office.
The right CRM solution will be accessible regardless of location via browser or mobile app. This ensures data is entered accurately and in a timely fashion. Also, reps will have access to up-to-the minute data on the client they are meeting with making for a more productive interaction.
Take a look at this demonstration of the CRM capabilities within Exact Synergy Enterprise. It will give you a good picture of the capabilities of a fully integrated application.
Keep in mind Exact Synergy is a full business management system, not just a point solution for CRM.
This software ties together your financials, accounts, human resources and inventory using workflow tasks and documents.
- It becomes pervasive across your entire organization
- It’s easy to configure
- It’s a single solution where all information is consistently stored and accessed
- It integrates with Microsoft tools, and
- It can be accessed anywhere via browser or mobile app
Sources: Software Advice ™ Inc. – Enterprise Resource Planning BuyerView 2015