Dealing with customers is a daily challenge for most businesses. On-boarding new customers and tracking relevant information to help staff perform their respective roles are all part of what goes into daily use of CRM software.
A CRM software package is designed to make dealing with prospective or current customers easier, faster and more productive. Each package has different features and usability that need to be weighed up to decide which software will be the most useful to the business.
In this article, we highlight a few of the most useful features and aspects of an effective CRM.
What’s the Primary Focus?
The primary focus of CRM matters more than people realize. Here, we’re talking about whether the CRM is designed for the sales team to make calls, track customers, and follow leads to their conclusion, or whether it has another focus entirely.
Some CRM packages are based around a system of modules where customers pay for the modules that they’ll find most useful and skip ones that they don’t need. With smaller CRM packages, they are more likely to either focus on one type of user or have limited features across a multi-purpose platform.
Choosing a solution that is most appropriate for your business is key to getting what you’ll need.
Cloud vs Desktop
Pretty much all CRM software is internet-enabled in various ways, but not all of them are cloud-based. With software that has a strong focus on the cloud, such as Salesforce and HubSpot, then you need to look carefully at their range of features, which are extensive. As leaders in the field of CRM, comparing their feature offering is useful for a direct comparison. The linked article from PieSync does just that and is worth referencing if you’re considering investing in a higher-end CRM package.
Usability, Dashboard and Reporting
The usability of the CRM itself makes a huge difference on the ease with which staff can get to grips with it. When the Dashboard is overly busy and not customizable to adjust it for what the individual business (or user) needs to see when logging in, then it’ll slow them down.
Similarly, the reporting features for any CRM need to provide both a bird’s eye view and an elevated vantage point of what’s happening in different parts of the business. When the reporting is insufficient, it’s difficult to get the most out of the software.
Management of Leads
Many companies use CRM software for their sales team to manage leads better.
When this is the case, then lead management becomes critically important. The software must be able to usefully track potential customers from initial leads through each point of contact to eventually (hopefully) becoming a customer. Sales staff must find the software effective at handling the number of leads they’re dealing with and improve their workflow/success rate for wide adoption.
Also, a mobile app or the ability to access the CRM securely from a mobile device is helpful to sales staff and other employees with this requirement. The interface needs to be usable on a smaller device and optimized accordingly. Buyers should verify this before making a final decision if this is important to them too.
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