Features to choose a CRM

It is common that, as entrepreneurs, our daily goal is to maximize sales, optimize products or services, and even expand our company. And to support ourselves in that process, in many cases, we tend to look for the characteristics to choose a CRM (Customer Relationship Manager) to help us achieve these objectives. 

But, we find so much content on the web that in the end we do not know for sure if the right decision is to hire a CRM as a tool. Are you sure that the functionalities of a CRM system adapt to my business model? or Do I really team can execute their strategies with a CRM? Basically, what we know about this tool is that it makes our company’s processes more efficient (especially B2B), enhance collaboration between teams, obtain a complete view of the customer and generate relevant reports. But, there is more. 

It is important to know all the features when choosing a CRM because it allows you to make the most of the functionality and resources offered by the platform. In fact, there is very valuable and less known information about the implementation of this, which is important to take into account, and here we have some:

 What should I take into account when choosing a CRM?

1. Implementing a CRM can take time and effort

It is not simply a matter of installing or contracting the software and starting to use it. This process requires patience and consistency in planning, configuration and customization according to the needs of our company. It is important to consider this process before expecting immediate results.

Successful CRM adoption often involves a change in habits, tasks, responsibilities, and routines in the organization, especially due to CRM automation processes. It can lead our team to adopt new ways of working and share information more effectively. 

It is necessary to have an open mind and be willing to change so that the process is generated successfully and there is no resistance from any team. Not only that, but also provide proper training to your team to ensure that they understand how to use all the functionalities and how to get the most out of the tool. Additionally, foster a culture of adoption throughout the organization so that all team members use the CRM consistently and update information regularly.

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 2. A quality CRM brings quality data.

If the data entered is incorrect or outdated, the usefulness of the CRM is compromised. To do this, it is important: 

• Constantly monitor clients and carry out data updating process. 
• Make use of campaigns and forms that help obtain data. 
• Establish policies to ensure the quality and accuracy of data in the system such as data logging via email. 

Confidential customer data is stored within CRMs, so it is crucial to guarantee the security and privacy of the information. This involves measures such as password protection, restricted access to sensitive data and compliance with data protection regulations.

CRM can connect with other tools or systems used by a company. These integrations allow for greater efficiency and data synchronization between different platforms, making it easier to track customers, communicate with them, and obtain a complete view of interactions. 

Below we show you some integrations that you can do with a CRM: 

• Email such as Microsoft Outlook or Gmail. They link sent and received emails directly to customer records in the CRM. 
• WhatsApp to effectively serve your sales opportunities and current clients. 
• Marketing tools such as MailChimp, which allow you to synchronize customer data between the CRM and marketing platforms. This makes it possible to send emails segmentation, campaign personalization and more effective tracking of marketing performance.
• Facebook to capture customer data and execute conversion strategies.
• Customer service with the option of questions, complaints, claims and suggestions (PQRS), allow more efficient management of support tickets.
• Billing and accounting systems such as ERPs that allow customer data, simplifying the management of transactions and the generation of financial reports.

3. Centralization of information with a CRM system

By gathering and storing in one place all the data related to your customers and the interactions you have with them. As you noted previously, the entire customer data record is stored within the CRM, regardless of the origin of the information, whether from social networks, emails, telephones and other communication channels. That is, you have a 360º view of each one.

This through: 

• Collection of data from various sources. This data is entered manually or captured automatically through integrations with other tools and systems used by your company.

• Structured storage, classification and analysis of all information through fields, categories. This helps generate graphical or detailed reports, quotes, invoicing, purchase orders, orders and more, quickly and efficiently.

• Centralize information in one place so that any member of your team has visibility and access to it from anywhere and at any time.  This helps evaluate progress, identify patterns, measure results, and make decisions based on solid data.

• Information update in real time: When data is updated in the CRM, the information is immediately updated throughout the platform. This means that any changes made by a team member, such as adding a note or updating the status of a lead, will be instantly reflected for all authorized users. Avoiding communication or management inconveniences. 

• Interaction history of each client. This includes emails sent and received, phone calls made, meetings scheduled, transactions completed and any other relevant activities. Interaction history provides a complete view of past interactions and helps maintain consistent follow-up with customers.

• The needs of each company are unique, therefore, you should look for a CRM with high levels of adaptability according to the sector. Not all CRMs work for all companies. And, even so, if the CRM offers what is necessary for your business. You must go through a customization process. Like any website, you must customize the fields, menus, clicks, and tools according to the topic, sector, scope, and type of company you own. 

And like the previous ones, there are many other functionalities that each CRM can offer us. However, we must not only take into account the aspects that may benefit us, but also the limitations that may be found within the tool. It is important to fully research and understand the CRM we choose, as well as consider the internal and external factors that may affect its implementation and use.