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What is CRM? |
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CRM is an acronym for Customer Relationship Management. In the software world, it refers to any software package that helps you manage your contact list, and track your business relationship with each contact. If you run a business, you probably already have some form of CRM in place, whether you call it that or not. Any contact list could loosely be called CRM. Microsoft Outlook® contains a contact list and a tracking module called Journal, which together form an adequate CRM system. Dedicated programs like Sage Software's Act®, or Maximizer Software's Maximizer® program, offer more sophisticated ways to organize and view your contacts, and include tracking and analysis tools to help you monitor the sales cycle. There are myriad CRM packages available, ranging in price from about $200.00 to upwards of $30,000.00. The key to finding the right one for you is to understand what CRM software can (and cannot) do for you. What should you expect from a CRM package? At the very least, you should be able to enter a full range of information about your contacts, including contact information and business details. You should be able to sort contacts in various ways, and group them according to common characteristics. For example, with a couple of mouse clicks, you should be able to view a list of your existing clients, your prospects, or even every person you have met through your networking group. You should also be able to view a history of your interactions with each contact. When did you last talk with them on the telephone? What did you discuss? Do you need to follow up with them, and, if so, when? In most CRM software, you can also assign positions in the sales cycle, track closing rates, and so forth. If you need to share your contact database with other members of your team, you can assign contacts to each team member, and track successes and closing rates for each member. Purchasing a CRM system that is accessible by all team members will be more expensive than one that is designed only for a single user. If you need people to be able to access the CRM software from outside the office, the cost increases again. But regardless of how sophisticated your CRM software may be, ultimately it's only as good as your habits. When you make a new contact, do you enter their contact information into the list? Do you include enough detail about the contact so that you can remember who they were and what you discussed long after meeting them? Do you follow up consistently? If you answered "No" to any of the above questions, consider first overhauling your own Customer Relationship Management techniques before spending money on CRM software. Your business will thank you for it! By: Diane Henders, Bright Ideas Personalized Learning Inc. For more information or computer training services, please call Bright Ideas Personalized Learning at (403) 692-2255. |
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