CRM software can help a lot in managing your company, but you also need to implement a CRM culture.
Those who are entrepreneurs and need to be aware of all the activities of their company have a very busy work routine and full of commitments.
For some time now, information technology and the internet have proved to be important allies for entrepreneurs.
Bonus: make your team achieve high sales performance with our CRM platform
Agenda is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.
Sales and customer relationship management, for example, has been supported by so-called CRM software as an important tool in salesforce management, with measurement, monitoring and control of results, in addition to facilitating and organizing contacts with the clients.
No time to read the content? Would you like to be able to accompany him as he drives, walks or performs other activities? So don’t waste your time and listen to this article in its entirety. Just click play! We appreciate your feedback in the comments 🙂
But the simple purchase of a CRM system is not the answer to improving your relationship with customers and the consequent increase in sales and profitability.
It is necessary that the company as a whole understand the concept behind this approach and know how to use a sales CRM software properly, enhancing its functionalities and achieving the desired results.
Before showing the benefits and the most necessary features of a good “CRM software”, let’s talk a little about the concept of Customer Relationship Management, what is CRM and CRM software and how it works.
This should be very clear to your entire team, making the use of the CRM system more assertive and focused on results.
What is CRM?
CRM is an acronym that represents the words Customer Relationship Management that mean Relationship Management with Customer in Portuguese. CRM is a business management strategy focused on the customer and meeting their needs. For this, it is necessary to know him deeply, through constant contact to hear him and show that he is heard.
What is the purpose of CRM?
The purpose of CRM is to gain new customers, increase the volume and value of purchases from current customers, and extend the period of their relationship with the company, making them loyal.
What is CRM software?
A CRM software is a computer application that automates the tasks necessary to know, communicate, segment, negotiate, and close sales and others, creating an integrated data system that allows you to do analysis, make marketing and sales decisions and manage all these processes based on up-to-date, easy-to-find and reliable data.
How does CRM software work?
CRM software works by inputting relevant data into an integrated system by the teams involved. This allows you to always have at hand the necessary information to achieve the goals of winning and retaining customers, planning marketing and sales actions, managing the team and also the ongoing business.
Now that you understand the main concepts related to CRM and a Customer Relationship Management software, understand the importance of a CRM culture in the company for those who want to use a CRM program in their business.
Does CRM Software Need a “CRM Culture”?
What we mean by CRM culture in the company is the need to break an old paradigm that still holds firm in many organizations: the focus on the product (or service, if that’s the case).
Implementing a CRM culture means putting the customer in the spotlight.
For a long time there has been a huge effort in companies to develop perfect products and services. Always full of features, attributes and benefits. And, more than that, that they were produced with efficiency and low cost.
Over time, this obsession with more efficient production processes and increasingly sophisticated products ended up moving away from its main objective.
And what would that goal be?
The goal should be to meet the needs and desires customer.
Thus, the products and services had many features, but few of them interested consumers. The processes were agile and economical, but the delivery did not satisfy the public’s wishes.
Therefore, the concept of CRM seeks to “reintegrate” the customer into the production process, making it the focus of attention in the value chain.
For this, it is essential that the company incorporates a CRM culture
What should a CRM culture look for?
This culture that needs to be clear to all employees of your company before implementing any CRM software is focused on a strategy that seeks to:
- Understand the customer and their wishes
- Anticipate your needs
- Offer the solutions for those wants and needs
- Surprise him positively by noticing that you “know him well”
- Loyalty to these customers, repeating this process of constant satisfaction of their desires and needs.
In this context, sales CRM software will be a tool of great importance in collecting information and in its proper use. But none of this will have any effect without a full understanding of how this Customer Relationship Management process works, with the aim of building loyalty.
What does it mean to retain customers?
It is worth noting that customer loyalty goes far beyond frequent flyer programs or the use of cards that accumulate points and award prizes over time.
Loyalty means gaining consumer preference precisely because you are always anticipating their desires and offering:
- the right offer
- for the right customer
- On the right time
CRM is not a crystal ball, but it can predict customer desires to surprise them!
It is clear once again how information technology and the agility of communication provided by the internet can help a lot in this task, especially if your company makes the correct choice of a good CRM system.
Finally, before we talk about the ideal functionalities of a “CRM software”, let’s give a brief definition of the concept of Customer Relationship Management:
CRM (Customer Relationship Management) is a management strategy that elects the customer as the focal point of the company’s efforts and processes. The objective is to anticipate customer needs in order to serve them in a surprising way and in the best way possible.
Main features of a good CRM software
Let’s go over the fundamental benefits that CRM systems can bring to your company. Remember that the way you use them will bring results!
1. Complete and reliable customer registration
Let’s face it, this will already be a big step forward from spreadsheets that are complicated, difficult to update and prone to a lot of mistakes and confusion.
All this centralized and accessible from anywhere via the web or mobile devices, your team will love it!
2. Controlling the sales force and results
Is your team on the right track? With a good CRM software it will be possible to follow:
- your team’s steps;
- which customers were visited;
- what was offered;
- What are the next steps?
And many other important information for managing sales.
In addition, with a CRM application you will have accurate information on the performance of each salesperson and the team as a whole, through reports like these:
3. Structured sales funnel
The sales funnel is a tool that is increasingly being used in companies, but why not do it quickly and clearly with the help of information technology?
By knowing exactly where in the funnel your customers are, it will be much easier to define tasks and tactics for your team.
4. Mobile app
If the purpose of CRM software is to collect and provide relevant and reliable information for those who need to make marketing and sales decisions, it would be useful if they are available wherever and whenever employees need it.
Therefore, having a CRM app on your cell phone is an important feature.
5. Customer relationship history
It is very important to know everything that has happened to your customers over the years.
And this will only be possible with the help of accurate and detailed information, stored securely and reliably in an information system that can be accessed at any time.
Thus, salespeople and agents will always have the information they need to contact customers and demonstrate that they know them very well.
6. Metrics reports
Knowing whether goals are being met is another key point in a CRM application. After all, how to know if the marketing and sales actions are reaching the desired goals for the company?
With this possibility of management reports, it is easy to correct actions in progress, recognize the performance of salespeople, reward the best performers and guide those who did not do so well.
7. Ease of follow-up
Notices and alerts can be programmed so that sellers are aware of the feedback they have to give customers and the best dates to try to schedule new visits and other appointments.
8. Calendar of activities
Keeping track of your tasks and activities through an email inbox is neither productive nor efficient.
Even to-do lists end up getting complex and lengthy. In this context, being able to view your appointments in the form of a calendar makes managing your schedule much more intuitive.
Thus, as you schedule visits, sending proposals, returning e-mails and other tasks, they are automatically sent to the activities calendar.
Take a look at how easy it is to consult it on the Scheduler:
How to choose a sales CRM software?
As you have seen, by combining a good customer relationship strategy with the right software, your company’s results can be greatly benefited.
Do you know how to use a CRM program? Because you need to know in detail how it works to get the best out of a CRM application.