CRM 101: Everything You Need to Know

How do you improve the customer experience? Everyone would know by now if there was a foolproof recipe. In today's business environment, companies realize that success is not only about attracting new customers, but also about retaining the ones they already have. That's why 82% of Quebec companies use a CRM tool. 

What are the main features of a CRM? 

A CRM, or Customer Relationship Management, is a software platform designed to centralize and optimize customer interactions. With its various modules, a CRM has become indispensable to the growth of a company: 

1. Contact management: Stores customer information and interaction history. 
2. Sales Management: Track opportunities, quotes, and closed sales. 
3. Customer service: Handle support tickets and customer service. 
4. Marketing Automation: Email campaigns, lead tracking, and ad campaign management. 
5. Analytics and reporting: Performance monitoring, sales reports, and analytical data for informed decision making. 

Why invest in CRM? 

A powerful CRM can not only improve your customer relationships, but also increase sales, productivity, and profitability by providing a 360-degree view of your customers. For every dollar a company invests in CRM, it gets back $8,712. 

According to Gartner3, companies that invest in CRM share common business goals: 

• Attract new customers 
• Manage relationships with existing customers 
• Preserve cash flow 
• Migrate software to the cloud 
• Offer new products and services 

Do you need a CRM or an upgrade to your current software? 

Pay attention to these signs: 

• Difficulty managing growth: Your business is growing rapidly and your current CRM is struggling to keep up. Delays in managing customer data or processing new sales opportunities are common. 
• Lack of customization: Your CRM doesn't allow you to effectively customize customer interactions. Generic communications lead to potential customer loss. 
• Incomplete or inaccurate data: Gaps in collecting and updating customer information lead to communication errors, wasted time, and missed opportunities. 
• Customer churn: Your customer retention rate is dropping and you are struggling to keep your existing customers despite your best efforts. 
• Lack of automation: Manual and repetitive tasks consume a significant amount of your and your team's time, slowing productivity. 
• Difficulty analyzing data: Analyzing customer data for strategic decision-making is cumbersome or impossible with your current CRM. 
• Need for integration: Your CRM doesn't integrate well with other key tools in your business, leading to inefficiencies. 

How to choose your CRM?

According to a Gartner study, ease of use is the most important decision criterion when choosing a CRM. An easy-to-use CRM is essential to driving adoption. It should be intuitive and require minimal training. Other considerations include 

• Total cost of ownership: Includes installation, training, licensing, maintenance, and support fees. 
• Adaptability: Your CRM should be flexible enough to meet your specific business needs and customizable based on your industry, company size, and unique processes. 
• Integrations: Seamlessly integrate with other software you use, such as accounting, marketing, or project management systems. 
• Automation: Look for advanced automation features, including marketing, sales, and customer service automation, to save time and improve efficiency. 
• Analytics and reporting: A good CRM should offer robust analytics and reporting tools for data-driven decision making. 
• Contact management: The ability to efficiently store and organize information about customers, prospects, and partners is critical. 
• Customer Service: Customer support features such as ticket management and interaction history are essential to providing exceptional service. 
• Security: Data security is critical. Make sure the CRM provides robust security measures to protect your company's sensitive information. 
• Scalability: Choose a CRM that can grow with your business as it expands. 
• Support and training: Make sure the CRM vendor offers excellent customer support and training resources to help your team use the platform effectively. 

By carefully evaluating these criteria, you'll be able to choose a CRM that not only meets your current needs, but also supports your long-term goals. 

Contact Nexus Innovations today to learn more about technologies that meet your organization's specific needs.