Using Small Business CRM to Achieve Success

The overall goal of small business CRM (Customer Relationship Management) is to find, attract, and win new clients with the hopes to retain the clients that a company already has. Additionally, organizations implementing small business CRM look to bring back former customers and reduce the costs of marketing and sales support activities. However, merely implementing a customer relationship management solution does not guarantee success.

Below are 3 reasons why CRM for small business can be executed poorly.

1. The first reason small business CRM can fail is the lack of an established need. If a small business does not understand their customers, than many sales opportunities can go down the drain. CRM for small businesses are only effective if an organization can properly identify its customers, and leverage the capabilities of the CRM technology to deliver better and consistent service.

Carlene Jackson, GM of the CRM division at Sage software, discussed the use of CRM. She said, “The accumulated information can change the way companies operate. Once you have all the customer data in one place, you should try to plan to mature the investment and take advantage of the business intelligence and analytical capability within the CRM technology. It is Important to move on to the next stepping stone in that maturity and use the data to get insight into trends that are happening in their marketplace to drive up performance.”

2. Another reason is that some small business CRM solutions could be using an outdated process system. Old CRM systems for small businesses were data-centric, and the new direction of CRM for small businesses is to guide the user to predict and learn from customer needs and trends. These new CRM solutions that are not just for large enterprises can help small businesses by offering a more flexible and intuitive interface that can add a new level of automation and customer support capabilities.

3. The final reason is that any technology solution, particularly CRM for small business, is only as good as the person using it.

John Everhard, technical director of Pegasystems Europe, stated “Displaying data onto a screen for agents to pick-out the meaningful elements does not in itself provide relationship management. Relationships are built on the excellent execution of the processes that address a customer’s requirements in a useful, easy, timely and enjoyable way.”

For any successful small business CRM deployment, users must be able to leverage their CRM to create faster customer service deployment practices, which reduce IT costs, and increase sales while reducing risk. Just purchasing the software means absolutely nothing, a company needs to be able to properly implement the customer relationship management solution in order to reap the benefits.

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Comments (4)

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  1. jodie_microsoft_smb says:

    A CRM to look at for user adoption is MS CRM – the look and feel is a lot like MS Outlook so users should ramp up quickly. There’s sales, marketing and service features, so no matter what type of CRM you need, the core capabilities will be there. Here’s a link with more details:

    Jodi E.
    Microsoft SMB Outreach Team

  2. CR Manager says:

    Monitoring the satisfaction of customers is important for businesses as it allows the head of departments and directors of the business analyze and assess the strengths, and weaknesses of the enterprise, and what areas then need working on to maximize the potential of the business, and therefore maintain, or increase its chances of success in the marketplace. Acknowledging the satisfaction of its customers is vital in the bid to retain existing customers, as well as attracting new ones possibly through recommendations made by existing satisfied customers. Focusing on customer satisfaction also enables managers to assess the development of the business as a going concern, and acts as an indicator to measure the performance of its employees.

  3. Tomas Arifmann says:

    Our company also taking the help of CRM experts for all type of back-end process.It very effective and make task so easy and well managed.Analyzing the Sales Process in every company require complete data information and employee history.. For further information come to it helped us sp much…

  4. SSGIndia says:

    We have a tool designed specifically to manage large number of business contacts.
    Please go to this link to download the free 14 day version of product “ACE Contact Manager7.1.3? (after which you can buy it from the same site)
    Please also download the user-guide(from the same site) to help you with the product.
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    Make life easier and business faster by experiencing the power ACE contact manager provides you over long list of contacts.
    SSGIndia Team

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