How to choose a CRM system

Every year, CRM systems are becoming more and more popular among representatives of small, medium and large businesses. If small organizations can do without a smart system, then for medium and large enterprises it is a necessity. Choosing a CRM can take a long time if the client does not understand what he wants to get from the program. It is important that it is 100% suitable for business processes and has all the necessary functions. In this article we will tell you what problems the artificial intelligence module solves and how to choose it.

Why implement a CRM system?

The implementation of the software will allow you to keep track of customers and transactions, prepare reports, monitor the work of employees and analyze sales results. With a smart system, you will not miss a single call, thereby ensuring impeccable service. This will lead to repeat customer visits and increased sales.

As statistics show, the correct selection of a CRM system significantly increases profits (see photo).

Illustration

Software is necessary in order to:

- Not to miss a client. A significant part of the budget is allocated to attracting an audience. In competitive conditions, these funds are easy to lose. A smart system records each incoming call so that you can quickly contact a potential customer of services/goods.
- Standardize work. Without software, people work as they are used to. With it, as it should. The program allows you to bring work to a single standard and facilitates control over employees.
- Accumulate a statistical database. All work information is stored in one place. Thanks to this, you can easily compile reports, analyze statistics and plan work in advance.
- Competently build work. The system includes various ready-made tools that allow you to bring work to a qualitatively new level.

What problems does CRM solve?

- Loss of customers. CRM records every incoming call, every request, and every lead. Managers see all missed calls and can quickly contact a potential client. Implementing the service will help to streamline the sales department and increase profits.
- Dishonest employees. The program provides a report on the work of each manager: which clients they work with, what tasks they have to perform. Thanks to this, it is possible to staff the staff only with hardworking and responsible personnel.
- Lack of customer service standards. Selecting a CRM will help to establish a single standard for all managers. After that, the risk of leaving a client unattended due to employee inattention will be reduced to zero.
- Difficulties with sales analysis. The system shows the number of leads and successful deals. The report is generated based on those indicators that are important to the manager.
- Decrease in profit due to turnover. Using the program allows you to store all data in one place. Thanks to this, it is not difficult to transfer them to a new manager.
- Dismissed employees lure customers. CRM provides different levels of data access for managers and supervisors. After a specialist is dismissed, access to client contacts will be closed for him.
- Lack of order in documents. In smart systems, work with documents is automated. Thanks to this, you do not need to spend a lot of time drafting letters and contracts, correcting errors and considering client complaints. Many CRMs can be configured to integrate with mail to speed up the process of sending letters.

Which CRM system to choose?

Each user has different requirements for the product. For example, beauty salons need to store customer data, send reminders and promotional offers. For banks, a systematic approach and multifunctionality are important. Therefore, it is necessary to choose the right CRM that would be ideally suited in terms of organization, specialization, level of information processing and functionality.

What are the systems:

1. By organization method. There are cloud and boxed. Software related to the first option stores data on servers and is available on the network. For example, amoCRM, "Megaplan", bpm'online sales, "Bitrix24", Hubspot CRM. Boxed CRMs are used to store the company's server and guarantee the confidentiality of information. Most often, you can find a mixed version that stores data both on the server and in the "cloud". Boxed CRMs

are in demand among companies with non-standard business processes, as they are more flexible in terms of configuration. Their cost is somewhat higher than cloud ones, and there is also a need for constant maintenance.

2. By specialization. They are divided into universal and industry-specific. The names speak for themselves. Universal ones are suitable for almost any company, but do not take into account its specifics and needs. They are in great demand, as they include all the main functions. The most popular are "Bitrix24", AmoCRM, "Megaplan". Industry-specific ones, on the contrary, take into account the specifics of the industry and provide the best ways to solve popular tasks. The most common industry systems are: Mango Office, Yclients, Carrot quest and "My Business".

3. By the level of information processing. There are four main types of CRM: operational, analytical, collaborative, combined. Operational CRM is best suited for managers and administrators. It allows you to process a large number of incoming calls, keep a history of interaction, monitor the work of employees, etc. Analytical is designed for analyzing sales, finding promotion channels, forecasting financial indicators, etc. Collaborative CRMs solve a narrow range of tasks: collect feedback from customers, report on the status of the order, remind about making an appointment with a specialist. Suitable for beauty salons, car service stations, etc. Combined smart systems have all the functions, as well as the options listed above. Useful in sales, when it is necessary to analyze profits and establish interaction with customers.

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Decide which CRM to choose based on your company's needs. Determine the tasks you think the software should solve, and find a leader in this industry.

Stages of choosing a CRM system

1. Determine the tasks that the CRM should solve. For example, speed up certain processes, eliminate specific employee errors, establish Kosmos' interaction with customers, etc. To do this, it is recommended to make a table, one part of which will contain tasks, and the other part will contain tools for solving them. Perhaps software with a minimum set of functions will suit you.

2. Narrow down the range of options. To do this, you should analyze the systems according to the following parameters: data storage method, flexibility of settings, and features of the functionality. Decide whether you want a cloud or boxed, individual or batch, universal or industry CRM.

3. Select CRM systems for testing. Based on the requirements listed above, you will have a lot of options to consider. Almost all of them have a free trial period. Use it to identify the strengths and weaknesses of the program.

4. Conduct a test and analysis. At this stage, you should talk to technical support and analyze the system based on such parameters as interface convenience, functionality, flexibility of settings, availability of reports and statistics, ability to connect mail and telephone, set up closed access, and technical support work. Rate the program based on these parameters.

5. Ask the developer a question. Ask the manager the criteria by which the system received low ratings. Perhaps you simply did not fully understand these functions.

Basic requirements for choosing a CRM system

The main criteria for choosing a CRM:

1. Functionality. Different CRMs have a different set of functions. Before making a choice, decide what tasks need to be solved and which processes need to be automated.

2. Industry. The market offers smart systems for specific industries, for example, fitness clubs, banks, medical centers, food delivery services, beauty salons, restaurants, etc. They are designed with a particular business in mind, due to which they require less refinement and customization.

3. Simplicity and convenience of the interface. Consider how convenient it is for you and your employees to use the program. Does the interface appeal to you on an intuitive level, or are the buttons conveniently located. You should get used to the new CRM in a couple of days. If this does not happen, you should continue your search.

4. Integration with other programs. It is important that you can connect mail, telephony, a website, SMS services, social networks and messengers to the module. This way, you will definitely not miss any applications that may come from different sources. Pay attention to whether a separate fee is charged for integration.

5. Flexibility of settings. This means the ability to add additional functions yourself and remove unnecessary ones. Some sections only clutter up the workspace and overload the space. A big plus will be to simply disable buttons and fields that are not used in your work.

6. Reports and statistics. Make sure that the CRM provides reports on all the indicators necessary for sales analysis. Many programs have a limited set of reports (sales funnel, dynamics of new customers, amount of deals). Others, on the contrary, allow you to create any reports, charts and graphs.

7. Development. Think about whether a particular CRM will be able to meet your needs in 1-2 years. Perhaps you decide to introduce new products or services with different sales stages. Or you need additional integrations. Be far-sighted so as not to look for another program when the company enters a new stage of development.

8. Data access security. Any CRM is a repository for confidential information: customer contact details, incoming applications, closed deals, new projects, financial statements, etc. Therefore, it is very important that only you and your designated employees have access to it.

9. Data quality control. To quickly find the necessary information, it is necessary to maintain order and cleanliness of the input. Many systems notify the employee when the data he enters is duplicated or contains an error. For example, if the letter “o” was accidentally written as “0”, it will not be possible to quickly find the requested information.

10. Cost. Should not be the main criterion. If the system does not fully meet the requirements or asks to pay for an additional option, it is better not to save.

Conclusions

Thus, to choose the right CRM system, you need to go through five stages: determine the purpose, familiarize yourself with the characteristics, select options for testing, conduct an analysis and get advice from a technical support specialist.

Do not forget that there are programs on the market that are designed for a specific business. Yes, Venta-CRM offers a system that contains all the necessary tools for automating the water delivery business.

Our CRM system is:

1. The ability to manage orders.
2. The presence of a mobile application.
3. A simple and intuitive interface.
4. Ease of forming a route sheet for drivers.
5. The ability to view the history of orders.

We provide free access to the system for 15 days. Call and consult now!

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49000, Dnipro, O. Polya Ave., 107 G

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