CRM software can be understood as a term that defines how businesses interact with customers and build lasting relationships. It allows businesses to collect, analyze, edit and store information about potential and current customers.
Specifically, CRM software empowers businesses to create tailored marketing campaigns, improve operational efficiency, and drive sales. CRM is an essential tool that can help organizations maintain effective communication with customers, increase retention, and ultimately increase revenue.
What is CRM?
CRM stands for Customer Relationship Management, also known as Customer Relationship Management. CRM is defined as a core business strategy that integrates internal processes and functions as well as external networks of the business to create and deliver value to customers with the goal of achieving profitability. . Customer relationship management is based on high-value customer data and is supported by information technology.
The concept of CRM
CRM in Marketing is also understood in many different ways depending on the target value it brings such as:
• CRM is a project with the aim of building customer trust
• CRM is also a marketing and customer data management tool
• CRM is a Marketing process
• CRM is an element related to information technology.
14 criteria for choosing CRM software for customer relationship management
Once you’ve decided on a CRM system for your business, you need to consider the following criteria to find a CRM solution that best fits your current management model and scale.
1. Analysis and reporting
- Display sales performance statistics for each specific purpose
- Effective analysis of the sales process by individual, team sales
- Display data in tabular form
- Ability to build custom reports on demand
- Ability to integrate with external analysis tools for additional extended functions.
Analysis and reporting
2. Information storage
- View all files (notes, attachments, emails, PDFs, …) in one place
- Tagging to categorize leads by list with many different characteristics (eg: lead, customer, supplier)
- Import and export files in excel format or send data directly via Outlook, Gmail
- Make a list of contacts based on different criteria.
3. Delegation of roles
The CRM system provides group management and roles that increase the ability of individuals to collaborate with the group.
CRM allows you to control employee access to information, making your work process better, as well as increasing security.
- Grant access to CRM for individual team members and assign leads that each team can reach
- Assign roles to team members (admin, sales, marketing, content, …) and define what data that member can access.
- Track KPIs and work in groups or individually for each member.
4. Sales Process Management
- Dashboard allows you to quickly view important sales data
- Ability to track the progress of sales opportunities
- Sales forecast based on sales pipeline
- Sales channel performance metrics (e.g. conversion rate)
- Salesperson KPIs visibility.
5. Workflow Automation
- Integrated capabilities to automate sales tracking and marketing planning
- Integrate with other platforms such as marketing or accounting software.
Data in CRM is one of the lucrative targets for hackers. Therefore, consider security when choosing a CRM tool.
The confidentiality of the CRM depends on the vendor and the type of security tools built into the CRM like 2-step authentication for example.
To avoid the risk of data leakage, the decentralized feature in CRM can help you restrict access to important information so that only authorized users can see it.
Mobile CRM is increasingly being upgraded, because the software is not only used for desktop interfaces, but also can be used on mobile device interfaces such as tablets and mobile phones.
Therefore, you need to find out carefully whether your provider uses software based on cloud computing applications or installs traditional software.
8. Task management and scheduling
- Ability to assign tasks (with lead information) to contact sales staff
- Automate tasks, optimize workflow
- Ability to schedule individual and group calendars.
CRM allows to customize items:
- Customer information collection field
- Team name and role in the team
- Display report
- Dashboard interface
User experience has a great impact on the success of CRM (Customer Relationship Management) solutions.
A well-designed interface can help you streamline your workflow, as poor design can hinder functionality and waste your time.
Most CRM tools allow you to display different dashboards depending on the key information you want to get.
Consider the right cost to get the efficiency, productivity and revenue that CRM can achieve to balance investment budget. For CRM software you can start using the basic/free plan.
If you have a high budget, you can choose a more premium plan. Besides, you need to check with the supplier in detail the related costs such as:
- Installation fee
- Data conversion fee
- Cost of guidance and training
- License fee
- Free upgrade
- Cancellation fee
12. Customer support (Customer support)
Because CRM (Customer Relationship Management) is a technology product, you will need support to operate at its best. You need to check and ask the supplier the following issues:
- Get instructions or perform the operations yourself
- Through which channel will the support team communicate?
- Who is responsible for converting data from existing files into CRM software?
- What is the provider’s policy for backup and emergency data recovery?
13. Operating time
When you use a cloud-based CRM or access it through an online portal, your ability to use the software depends on the service provider’s server reliability.
If the server has a 99.999% uptime, it only experiences about 5.26 minutes of downtime annually, which proves the service is highly reliable.
Where the server has an uptime of 99.99%, the 1-year downtime would be 52.6 minutes.
Pay attention to this point when choosing a CRM.
14. Integration capabilities
Depending on the needs, CRM tools have the ability to integrate with business software, or connect with a variety of other applications through third-party tools (such as Zapier).
Some of the tools that can be integrated with CRM include:
- Accounting Software
- Email marketing tools
- Google Suite
- Help desk tool
- Inventory management software
- Marketing platform
- Web chat
- Web form
In short, CRM software is always an ideal support tool, helping you solve data management problems in the most effective way. Hope this article has helped you get a lot of useful information about CRM. Good luck!