Several software companies offer job card software applications that integrate with existing packages. Cut-down versions of such software may be suitable for smaller businesses. This approach is generally the cheapest option as you are investing in standard software components. The downside is that the software may not always do precisely what you want and you may have to trade off functionality for convenience and price. The key to success is to be flexible without compromising too much.
Custom software
For the ultimate in tailored CRM solutions, consultants and maintenance work order app engineers will customise or create a CRM system and integrate it with your existing software.
However, this can be expensive and time consuming. If you choose this option, make sure you carefully specify exactly what you want. This will usually be the most expensive option and costs will vary depending on what your software designer quotes.
Managed solutions
A half-way house between custom and outsourced solutions, this involves renting a customised suite of apps for repair and maintenance applications as a tailored package. This can be cost effective but it may mean that you have to compromise in terms of functionality.
How to implement CRM
The implementation of a customer relationship management (CRM) solution is best treated as a six-stage process, moving from collecting information about your customers and processing it to using that information to improve your marketing and the customer experience.
Stage 1 – Collecting information
The priority should be to capture the information you need to identify your customers and categorise their behaviour. Those businesses with a website and online customer service have an advantage as customers can enter and maintain their own details when they buy.
Stage 2 – Storing information
The most effective way to store and manage your customer information is in a relational database – a centralised customer database that will allow you to run all your ngo accounting software from the same source, ensuring that everyone uses up-to-date information.
Stage 3 – Accessing information
With information collected and stored centrally, the next stage is to make this information available to staff in the most useful format.
Stage 4 – Analysing customer behaviour
Using data mining tools in spreadsheet programs, which analyse data to identify patterns or relationships, you can begin to profile customers and develop sales strategies.
Stage 5 – Marketing more effectively
Many businesses find that a small percentage of their customers generate a high percentage of their profits. Using field service management software to gain a better understanding of your customers’ needs, desires and self-perception, you can reward and target your most valuable customers.
Stage 6 – Enhancing the customer experience
Just as a small group of customers are the most profitable, a small number of complaining customers often take up a disproportionate amount of staff time. If their problems can be identified and resolved quickly, your staff will have more time for other customers.
Potential drawbacks of CRM
There are several reasons why implementing a customer relationship management (CRM) solution might not have the desired results.
There could be a lack of commitment from people within the company to the implementation of a ERP Software solution. Adapting to a customer-focused approach may require a cultural change. There is a danger that relationships with customers will break down somewhere along the line, unless everyone in the business is committed to viewing their operations from the customers’ perspective. The result is customer dissatisfaction and eventual loss of revenue.
Poor communication can prevent buy-in. In order to make CRM work, all the relevant people in your business must know what information you need and how to use it.
Weak leadership could cause problems for any CRM software implementation plan. The onus is on management to lead by example and push for a customer focus on every project. If a proposed plan isn’t right for your customers, don’t do it. Send your teams back to the drawing board to come up with a solution that will work.
Trying to implement manufacturing software as a complete solution in one go is a tempting but risky strategy. It is better to break your CRM project down into manageable pieces by setting up pilot programs and short-term milestones. Consider starting with a pilot project that incorporates all the necessary departments and groups but is small and flexible enough to allow adjustments along the way.
Don’t underestimate how much data you will require, and make sure that you can expand your systems if necessary. You need to carefully consider what data is collected and stored to ensure that only useful data is kept.
Avoid adopting rigid rules which cannot be changed. Rules should be flexible to allow the needs of individual customers to be met.
Questions for CRM suppliers
For many businesses customer relationship management (CRM) can be a large investment. Therefore it is vital to choose your supplier carefully. Making the wrong choice could be expensive and even jeopardise your business. Before implementing a solution based on cold storage software solution technology, you might want to ask any potential suppliers the following questions:
- How long has the supplier been established?
- What are the specific costs associated with the product, i.e. a one-off purchase price, an annual renewable license, a charge per user etc?
- Does the supplier offer any form of evaluation software so that you can try before you buy?
- How much is charged for technical support?
- Does the supplier provide consultancy and, if so, at what rates?
- Is the system scalable? If your customer base grows will the system expand to cope?
- Can the supplier recommend any third-party developers that make use of their core CRM products?
- Is there an active independent user group where experience and ideas can be freely exchanged?
- Can the supplier provide references for businesses in your industry sector using their software?
- Does it offer training in the CRM solution and, if so, at what typical cost?
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