When a GOOD CRM Goes BAD…
CRM applications have the potential to maximizing and optimizing nearly every aspect of your business. In short, CRM can drive bottom-line results while improving productivity and sales.
- But what happens when your CRM fails to produce the results everyone expects from CRM?
- What went wrong?
- Why isn’t your CRM living up to its potential?
CRM depends upon two factors to enable its success. If either factor is missing or not fully present, then CRM will not live up to your expectations. These two critical factors form the foundation of CRM.
The first factor we will examine is infrastructure. Infrastructure is all of the computers, servers, and physical hardware that is used to connect your computers into a network. It doesn’t matter if the network is small or large, if the infrastructure doesn’t meet the requirements of the CRM then one of the required elements of your CRM foundation does not exist and your CRM will fail you. The requirements (and cost) of CRM varies greatly. It is important to involve an Information Technology (IT) person that you trust as well as understands your business and constraints. Any computer geek can recommend installing a multi-million dollar system, but a trusted consultant, employee, or partner that understands your business and infrastructure is essential to the successful outcome of your CRM.
Additionally the IT person can also assist to ensure your CRM implementation is configured correctly and aligned to your business needs, providing you with a clear roadmap of future CRM enhancements and infrastructure upgrades necessary to support your future growth.
The second factor essential to your success with CRM is buy-in. Buy-in is defined as the commitment of interested or affected people to a decision that agrees to give their support, often by having been involved in the decision making process. Making sure you involve everyone that will be part of your CRM team is essential, you will be depending upon them to use the system correctly and regularly. If your people are not committed to using your CRM, then your ability to us your CRM as a valuable business tool is hindered before you even begin. After all, they are on the front line every days and closest to your customers and understand why your customers make their purchases. However, ensuring your people understand your limitations and constraints when involving them in your CRM process, will help to ensure the process is accomplished in a timely and cost-effective manner. Needless to say, without buy-in from everyone involved your CRM will fail you.
There you have, the two most critical components to your CRM foundation. However, it is important to note that nothing remains static. After all, wasn’t the purpose of implementing a CRM to grow and optimize your business? It is also just as important to periodically validate your infrastructure as well as refreshing the buy-in from the people using your CRM to ensure your people and CRM are in sync with your business.
When the foundation of your CRM is solid, your CRM grows with your business.
Predicting Your Future
We are presented with an abundance of choices every single day of our lives. A multitude of companies compete for our business through a vast array of methods designed to attract our attention and convince us to purchase their goods and service.
As a manager or owner of a small business you have probably often wondered what should you do to attract more business;
- What kind of sales should you try?
- What kind of advertisement?
These are the questions that keep business managers and owners awake at night. While asking these questions is an important first step the chief question is, how will I know I have succeeded and is it profitable?
The ability to experiment with your business is important, but the ability to monitor and measure the results of your experiment is vital to you existence.
So where does a small business turn to for results?
CRM. You should have the ability to create and manipulate a wide variety of marketing channels to your customers in your CRM. Additionally, your CRM should include two basic tools that facilitates your ability to monitor and measure the success (or failure) of your marketing efforts. After all, you want to focus on the processes that bring in more revenue to your business. What are the two very important items that should be included in your CRM? Analytics and a dashboard.
Analytics gives you a high level view of the performance of your marketing efforts, what is working and what is not. Your CRM is already collecting a wealth of information on your customer’s habits, purchases, as well as your interactions with customers. That wealth of information can be used to drive your efforts to increase your sales. CRM analytics should track and report the total amount spent for each marketing campaign as well as the ability to associate sales opportunities with marketing campaigns to reveal vital key information for your business, like ROI or responsiveness to your marketing campaign.
What about a dashboard? A CRM dashboard should have the ability to enable you to see the ‘big picture’ of your business. Information from your marketing efforts displayed in a executive dashboard and in real-time will allow you to adjust your marketing efforts to maximize your business and focus your attention onto areas that you need to examine more closely. Additionally, the CRM dashboard should also give you the ability to forecast results. These forecasts will enable you to anticipate changes in staffing, inventory, hours of operation, and other important business operations to better meet the demands of your customers while controlling your costs.
These essential tools in CRM will help your business to understand the best (most profitable) way to sell and market your goods and services. Furthermore, with the wealth of information already located within your CRM, you can leverage your information by running multiple analysis and reports on your marketing efforts to heighten your understanding customer as well as anticipate their purchasing habits.
Bottom line, you want to increase your revenue. You have numerous decisions every day that impact your profitability and cash flow. CRM is an invaluable tool that can provide you with greater insight and information that can improve your business. Using your CRM dashboard and analytics is an important part. Your competitors are taking advantage of your customers purchasing decisions, are you?
CRM in the Mobile Age
Let’s face it – we are all on the go and we depend on our cell phones, smart phones, iPads, and other devices to keep us connected. So why not your CRM? Our mobile devices all share a common purpose – they allow us to send and receive information regardless of our location- unless you are way out there! The fact that we can text, e-mail, talk, and even video conference on the go is evidence of the absolute necessity to ensure that your business objectives are synchronized among all participants.
CRM for mobile users must be more than an elaborate program that prompts you to your next appointment or reminds you of information and interests for your clients. Before we address what mobile CRM is supposed to do for you, let’s briefly re-examine the purpose of CRM.
In a nutshell, CRM is supposed to assist you by semi-automating and synchronizing your sales, support, and billing efforts. CRM facilitates the information flow smoothly and consistently (making sure everyone involved has the information at the same time without altering the meaning of the message each time it is passed on to someone else) among all users. Furthermore, because the same information is available to everyone, then whenever anyone accesses or updates information within your CRM, the automatic trigger responsible for synchronizing your business process will facilitate your staff to respond to your customers quickly and efficiently.
CRM was essentially designed to act as a software version of a rolodex or file cabinet. In other words it is static. When relevant information or facts are uncovered they are digitally filed, cross-indexed, and forgotten about – at least until the next event or automated reminder. Mobil is dynamic. Mobil enables you to discover and share information in real time. So why not extend that capability to your CRM?
Mobile CRM users are the physical extension of their company. They are often confronted with unanticipated events and information and are expected to render a decision while they are out on the field. If a CRM is expected to be truly mobile, then the information flow must be both ways. If an onsite representative obtains information of strategic or tactical importance to your company, then that information needs be distributed to those involved as quickly as possible – otherwise potentially critical information essential in the decision making process may be overlooked resulting which could result in a negative impact to your company.
Traditionally, we tend to distribute important information by e-mail, phone, post-it notes or whatever method that is available to us at the time. Invariable, someone is forgotten or the method of passing information is not effective (e.g – cell phone out of range, they decide not to come back to the office, cleaning crew throws away your post-it note, e-mail bounces, etc.). Mobile CRM users can post the information directly into your CRM, avoiding the delay and excuses.
Imagine you are a sales person ready to make a call to one of your prospects to try and close a big order. Wouldn’t it be nice to know how the prospect is doing? What is their mood? How busy are they? Would you try and make the call if you found out their spouse is in the hospital or their parents passed away? If you had that information then you could anticipate to the situation rather than reacting and apologizing for your poor timing. When you see the situation in your CRM you could send flowers and a note of sympathy, instead of asking for the close. Mobile CRM users can provide you the information that can make a difference.
Mobile CRM usage enables your company the ability access to information about your customers in real-time. IT also enables your CRM Mobile users (employees, partners, contractors, etc.)provide feedback of interactions, conversations, and even rumors to your CRM in real-time regardless of their location. Suddenly your company has an army of information gathers.
Mobile devices are not merely an extension of your browser, they are your companies social intranet, giving you an even deeper insight into your customer. Embracing mobile CRM usage enables a company to anticipate customers needs and improve your bottom line faster, more efficiently, and with better results than in the past. One thing is for sure, mobile devices will continue to become faster, have more capabilities, and enhance your life and business in ways we can barely imagine. How about your CRM?
Know Your Customers and Keep Them for Life
As a Small Business Owner, you have worked hard to attract one customer at a time over months or even years by providing them the best products and services. But in today’s business environment that is no longer enough. If you don’t know your customers, you will soon lose them to your competition.
So, what exactly does it mean to know your customers?
By knowing your customer, you get to know not only their product interest, but also their buying preferences (online or in-store), their purchasing habits (only purchase when there is a sale or purchasing in quantity discounts) or purchasing during special occasions (wedding anniversary, holiday seasons, summer specials, family birthdays, etc). The bottom line is that you need to learn and know what will make your customer come back to your business and purchase more.
Knowing your Customer is more than just art and business instincts it is marketing science. Once you have mastered the advantages of marketing science, you will continue to build a loyal following for years to come. For example, a combination of personal messages with just the perfect timing for the special discount on a product that is part of the recurring buying habit of your customer can easily propel your sales to new heights.
Okay, so keep track of a bunch of information about your customer, use it right and that should do the job. That sounds simple if you have 10, 20 or even 50 customers and a good log. But how do you track customer information for the hundreds of customers that visit your store or your website every day? Even the best record keeping will overwhelm you. That is why you can’t do it the old fashion way. You need to move to the modern way of tracking and communicating — like how large corporations do it but at a price you can afford. Here’s the good news — for the price of a cup of coffee or less a day, an online business solution like Surado CRM Online will help you manage, track and automatically communicate and keep in touch with your customers for you.
Whether you use automated marketing emails to provide monthly discount coupons, annual specials, bundling specials (where you bundle two or more products to create a package deal) or special discounts for birthdays, you will find a higher level of response and increase sales.
So, it’s about time you started using technology such as Surado CRM Online to Know Your Customers and help you Keep Your Customers for Life! To learn more, visit www.SuradoCRM.com/onlinecrm.
Turn Customer Complains and Suggestions into Revenues
How many times have you received customer complaints and suggestions as “positive input” to turn your business around?
If you have, you are one step away from increasing your business revenues — but only if you know how to make the most out of the feedback. On the other hand, If you dismiss or ignore complaints, you are one step from total chaos that may destroy your business.
However, in today’s world, simply recognizing a complaint is not enough. You need to be able to track what each and every complaint is about, who is dissatisfied and what products and services you offer are they dissatisfied with. Only when you are able to accurately track and tabulate all feedback, will you be able to make the right decisions on what changes need to be made.
This may appear to be a monumental task but actually it does not need to be. With just a little effort and the right tool like Surado CRM, you will be able to track, tabulate and target changes from customer feedback. The net result will be happier customers who will come back to shop more and spread the word of how great your customer service is. This will bring in new customers!
So, don’t turn your back on customer complaints. Turn customer complaints into more revenue for your business.
To learn how Surado CRM can help your business grow, please visit www.suradocrm.com/onlinecrm.
If you use Small Business Accounting Software, Why don’t you use CRM Software?
As a Small Business owner, you know all about Accounting. You understand that Accounting knowledge and using accounting software is the most basic requirement of your business to manage dollars and cents and ultimately make a profit.
Successful business owners also understand that in order to continue to make a profit, you must not only find a customer but also make sure that they keep coming back for more of your products and services. Simple! Right? Sure it is simple; if you only have a hand full of customers. You, the business owner, can easily keep track of your customers’ names, their likings, their favorite color, etc. etc., heck you may even know their pet’s name. But we all know that in today’s competitive world, you need more than 10 customers to survive. To be successful, you need 100′s of customers doing business with you every single day! And trust me, you don’t want to get names or pet’s names mixed up when communicating with your customers!
So, forget those sticky notes; note pads, the memory games, and no not even eating almonds (as mom said it would help your memory) is going to make any difference!
Just like you don’t do all your accounting in your head to make a profit it is impossible to provide the best service, retain your best customers, to constantly communicate and inform customers of your specials, offers, discounts, giveaways, bundles or just interesting facts about products and services that provide that additional value by using your head! Nope, you need help! That is why a Customer Relationship Management or CRM Software solution is a must just like your accounting software is for your business to be successful.
A CRM Software will help you manage all your marketing communications, your sales and customer service activities in an automated electronic (inexpensive) fashion so that you can start using your memory for more importing things. Let the CRM software help you communicate to your customers how and when they should keep coming back for more of what you sell!
Sound interesting? It better! Your competition is using it, why are you left behind? Perhaps it’s time you learned more about CRM and how it can help you and your business grow. The most importing thing is you will have happy customers who will keep coming back for more.
So, start using the power of the internet to help your business grow and don’t just Tweet, Facebook, LinkedIn or Google! Start using CRM just like Surado CRM Online!
Your Company Grows
Customer Engagement: Key to Internet Marketing Success
With all the options in mass advertising today, is it hard finding one you can trust? Are the number of clicks and opens you get not satisfactory? Are you starting to think that consumers are becoming more knowledgeable and have higher demands?
Are you stuck in this social, tech and marketing dilemma?
Well, that is because the targeted segments are getting smaller and smaller. The new media offers hundreds of new ways to receive news, updates, ads, promotions, coupons, newsletters. The consumer has lots of options to pick from and the competition for a marketer is fierce.
Also, it has become much easier to publish. People are surrounded with websites, blogs, portals, forums, viral communities, podcasts, social media sites etc. Just as the Marketing Guru Seth Godin would put: “Everyone’s an expert on something.” Customers speak their minds; they blog it, comment on it, forward it, share it and collect it. No bad customer experience is a well kept secret any more. All it takes – even for a loyal customer- is an internet access to tell the world how lousy the service was last Friday at the local restaurant.
Who is to blame? The internet!
The good news is that internet is also very much marketer friendly if your mind is set to “Customer Engagement.” Let’s put this phenomenon on the table by using Kirkpatrick’s Model on the Degree of Involvement (click-consume-understand-act).
Visiting
The user has taken the first step into the customer journey on your website by basically liking your subject line or title. Although this user group’s adaptation level is low, he or she has willingly clicked on your link which means that you are given the explicit permission to promote. Use it wisely. Search Engine Marketing and Optimization can help you learn these visitors’ behavior pattern while they are surfing on your site and what you need to improve. These “clickers” love to click! Get them to bookmark or tag your site.
Consuming
Now that you deal with prospects who actually are interested in what you offer, make them read your material. Keep in mind that consumer’s average attention spin is low and that the consumers tend to filter automatically. This is one of the disadvantages of this age where everyone is bombarded with marketing messages. Be simple, to the point and interesting in both design and content. Be remarkable! If you are successful at this level your site will be rated, voted or commented.
Understanding
The user gets more involved into the process. Your goal is not only to present the information that the reader seeks but also to facilitate experiences that will help them master the knowledge. You need to cater to as many learner types as possible: visual, auditory and kinesthetic. Visual demonstrations such as tables, charts, images will be helpful to paint mental pictures. One the transformation from a simple reader to the “aware consumer” is completed, you will realize that the consumers start to create content by uploading comments, blogging, referring or creating mash ups.
Acting
Have you get them excited enough to act on it? This level will reveal it all. The consumer who was successfully carried to this level is considered to be “Social”. You, as the marketer have planted the seed. Now, it will grow into satisfaction and then networking, creating communities, sharing with friends. Remember that only a highly engaged customer is loyal.
In other words, to “Keep your Customers for Life ™,” you need to invest your time, energy and resources in your customer to engage them with your brand. Now that we have Internet and the right tools it is easier to keep up with consumers and their preferences.
Why is CRM Important to Your Small Business?
What is CRM again?
Customer Relationship Management (CRM) is a delicate balance between mindset, technology and processes. Well, by mindset, I mean taking the first step in realizing that you would not exist without your customers (check out the quote by Gandhi at the end of this article). Secondly, how you employ technology to ensure that your customers are customers for life!
With just the right touch of mindset and technology coupled with common sense processes, you will be on your way to acquiring new customers faster and retaining existing ones for life! So, why is CRM so important? Quite simple – it’s Lights-On for your Business™! CRM will allow you to better track your customers, preferences, history, sales value and other value that will allow you to cater to them by ensuring that every communication between your business and them is done at the optimum level. The net result is action on their part resulting in sales and great satisfaction all around! Sounds like a bunch of business mumbo-jumbo! Fine, let’s look at an example — you own a service business like a flower shop. Your business depends on recurring customers – not just a one-time sale. So, provide the customer with an option of joining a “customer rewards” program. You know what I am talking about. Track their name, their email address and a few basic preferences online and you and your customer are connected.
Let your CRM software do all the work of communicating with your customers whether it may be a monthly coupon, an event based discount (anniversary, birthday, holiday specials, etc.) or cool articles that will engage your customers to you instead of your competition. With CRM, your customers manage their communication preferences with your business. So, with CRM you do not need to have additional employees, no additional paperwork, no additional overhead and no, you don’t need to be a computer Whiz! With a little bit of effort on a weekly basis on the computer and you will be able to automatically communicate with hundreds of your customers in somewhat like the good old days – with a personal touch! CRM is no longer an option for small business – it is a must! So… got CRM? If not, get it today and keep your customers for life!
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Sundip R. Doshi, CEO, Surado CRM
Online Lights-On for your Business™
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A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. — Mahatma Gandhi
Know Your Customers — Keep Them for Life
