SMEs are still and always lagging behind in the adoption of a CRM. However, the latter realize more and more the importance of the usefulness of such a tool. A real paradox therefore, since small and medium-sized companies are only poorly equipped although they want to manage customer relations as well as possible.
The proliferation of communication and distribution channels makes it necessary to use a CRM in order to optimize and personalize all contacts with consumers. In marketing, the tools CRM are essential to customer relationship management. Moreover, if we question the marketers, the solutions CRM are clearly part of the essential tools to carry out a marketing strategy. The objective of this type of solution is to support companies in improving the interactions they can have with their customers.
A CRM, why do it?
Le CRM centralizes and concentrates all exchanges between the company and its customers and prospects. These exchanges can for example be: an email, a call, a conversation on Facebook or on Twitter, etc. Moreover, there is more and more question of "social CRM » as social networks are so important in improving the experience and the customer relationship. These media make it possible to process requests but also to collect very precise data on consumers.
In other words, a CRM makes it possible to attach to each individual a history of the exchanges carried out with the company. Data stored in a CRM can be an email address, a telephone number, a birthday but it can also include consumption habits, the last purchases made, etc. All of this data makes it possible to create a very complete profile of each customer which then helps the company to segment its database according to highly relevant criteria.
Un CRM can also make it possible to identify the customers who buy the most, those who, on the contrary, have not returned to buy for a few months, etc. So many criteria that can help you set up relevant marketing actions. The tool CRM allows you to work on your “customer centric” approach.
You will no longer be able to do without a CRM
Un CRM is above all a customer relationship management tool, as announced at the beginning of this article. It allows a transversality of information through the different contact points and through the different departments of the company (sales department, after-sales service, marketing, etc.). The idea is to have all the information about a customer in one place in order to provide him with the answer he needs in a suitable way. It's a real logic of loyalty that is put in place thanks to a tool like the CRM.
Moreover, the CRM have many features and not only allow segmentation for sending personalized emails or SMS. It is indeed possible to manage contacts, to follow the sales phases, to have a dashboard and precise reports, etc. This corresponds to a set of features that help merchants improve their distribution and communication strategy.
Forget the fears of setting up a CRM
Many companies do not implement a solution CRM because they feel that it is very complex to install and use. It is true that it may seem complicated without any technical skills. However, the game is worth the candle! THE CRM allows the automation of processes (workflow), which is a valuable gain for your business. Think about what you will be able to get from such a tool. The investments to be made will seem less to you.
To conclude, when introducing a CRM in your company, you must define your objectives and think about training your teams and preparing them for this change. Finally, you also need to think about the interconnection between the CRM and the other digital tools already in place within your company. The change management within your company will largely determine the success of the implementation of your tool!
