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Looking for phone numbers, names and addresses
In its simplest form, the CRM System is a centralised database for all of your clients, contacts and prospects. All of your contact information is collected in individual records in one central source. This means you only have to look in one place for the contact information you need.
Poor communications
Capturing all communications from a client whether it be a phone call, email, fax, SMS text or documents is paramount for effective customer services. Everyone in your organisation can record all communications in and out of the business against the customer's record.
Missing deadlines
Missing deadlines can be costly. CRM Systems can record both client and staff deadlines over the coming weeks, months and year. Having this information available to all staff on screen across the organisation means better priority of workflow and job planning.
Too much paper
Most of the paper sitting in filing cabinets and in lever arch files in your office has been generated by you. Why? You put them there so you can easily find them if needed at a later date. With CRM you can attach all of your internal letters and documents and scan your incoming documents straight to your client record where you need them. This means less paper, fewer filing cabinets and more office space.
Too many databases
Most businesses have seven or eight different databases in use which means that a simple routine such as changing a customer's address becomes a major task. The CRM System should have the capability of updating all of your systems just by keying in to one centralised database.
Who should we market to?
CRM records all products and services purchased or used in the customer's record. This means you can build a clear picture of your clients needs. You can create specific campaigns for your services and you will save time by mail merging letters, emails, SMS and automatically attaching them to client records.
Why can't I get the information I need now?
How many tax returns do we need to do next January? How many support contracts are due for renewal this month end? Information that usually takes hours and sometimes days to collate can be data mined through your CRM database to generate lists and mail merged to produce letters, emails and spreadsheets in an instant.
Where is John today?
Do you know where everyone is today, tomorrow, next week? Does your receptionist know? A centralised diary system within your CRM means everyone knows where everyone is at any time. Appointments can be made for you or assigned to any member of staff. If there is a need to record time in your organisation your can simply generate your timesheet from your diary with the push of a button.
Getting everyone singing from the same hymn sheet
With CRM you can record all of the information you need to successfully carry out the job to its conclusion. Everyone has access to customer expectations, scanned documents and plans on the client record and having access to staff movement assigning tasks makes the job planning process so much easier.
Being kept in the picture
It is important that you are kept up to date with what is outstanding. Each time you log on to your CRM system you will be alerted to a wide range of matters that are outstanding including appointments (with the option to be reminded again), unread communications and those for follow-up.
CRM helps you to look after your existing clients effectively: the more you know about them, the easier it is to identify new prospects and increase your customer base.
About the author
Anthony Fallon is a CRM Consultant for Relate Software Limited. Relate Software provide dedicated CRM solutions for the accounting and other professions across the UK and Ireland. If you are open to looking at ways in which CRM can help your business please contact us
Phone: 0203 002 6279
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