Managing information and maintaining an overview of customer data is a challenge - that's when solutions like CRM systems are needed.
Those who do not use the right software waste time and resources unnecessarily - and quickly fall behind in the daily competition. A customer relationship management system (CRM system) provides valuable support. But which tasks can be handled with it and which CRM system requirements do companies have?
CRM definition: What is customer relationship management software?
In order for a company to consistently pursue its customer relationship management (CRM) and systematically design customer activities and relationships, the right technology is required for implementation. CRM software optimises existing processes and can help to increase profitability. This is because all activities can be viewed and tracked transparently via the software and recommendations for the next steps can also be derived.
Requirements for a CRM system: Important functions
When used correctly, the entire customer journey is mapped and orchestrated via the CRM system, from the initial contact with a potential customer to the conclusion of a contract. This means that several departments use the system at different times to interact with customers and maintain relationships. This opens up several potentials for exploiting the possibilities of a CRM system. What these are depends on how a company sets its priorities.
A simple CRM standard software already provides a good basis for daily business operations. If the software also allows for individual adjustments, the focus can be implemented in an even more targeted manner and the system can be aligned and optimised according to one's own requirements.
Our CRM checklist for the right software
An effective CRM system therefore needs some basic functions so that the deployment and daily use pay off in the long term:
1. Overview of the customer journey
Good customer relationships thrive on positive experiences created during the customer journey. With a CRM system, this can be planned precisely and managed easily. Employees receive important information almost in real time, which they need to provide the best possible service to their customers. The system makes it possible for every employee of a company to query the status quo of a customer journey at any time - regardless of which department they come from.
In addition, important key performance indicators (KPIs) on topics such as company size, order size, planned timeline for closing, status of negotiations, etc. can be generated on sales opportunities and potential leads, which can be used in a target-oriented manner. With these KPIs, workflows are continuously adjusted and improved. Where it makes sense, this step can be enhanced through automation and Artificial Intelligence optimised, because with modern technologies, companies expand their competitive advantages and position themselves for the future.
2. Organisation of customer contacts
Order is half the battle, so they say. This also applies to digital filing systems: with a good CRM system, contact data of customers and business partners are stored and managed centrally. If information changes, employees can add to or update it in a way that is comprehensible to everyone. E-mails, conversation notes and documents, but also orders, contracts and complaints are assigned to the relevant contacts and thus form a comprehensive customer history in which all relevant information is brought together in one place (single source of truth).
3. Central management of tasks
CRM systems help to reduce the workload of employees. Routine tasks can be completed much more easily and partly automatically, and it is no longer necessary to switch between different systems when searching for information. Data transfer via standardised interfaces is less error-prone than manual transfer. For good planning and efficient workflows, employees can manage their daily tasks uniformly via the system: Calendar and appointment entries, open negotiations and important to-dos are thus always in view and can be shared with colleagues, which makes teamwork much easier.
4. Simple and automated contact
A CRM system simplifies contact with existing customers or potential leads. Instead of composing new messages each time, email content can be created, saved and used as a template. Even entire email sequences can be prefabricated and sent automatically at different touchpoints along the customer journey. Such nurturing sequences make it possible to contact prospects or customers at the right time and offer targeted information. Corresponding materials are stored directly in the CRM system so that customer communication is optimally supported with the appropriate content.
5. Automatic data collection thanks to CRM implementation
Integrated and automatic data collection via the CRM system records all existing contact points with existing or potential customers. In business operations, this means that calls and e-mails do not have to be imported first when using a CRM system, but are logged automatically. This creates an accurate and individual history in which the contents of conversations are recorded and can be viewed at any time afterwards.
6. Faster lead generation
A presence in social media is part and parcel of many companies today. This is only logical, because today's customers use far more digital contact points with companies and no longer only inform themselves about products and services via the homepage. Valuable insights are generated for companies via social media: Which content is clicked on, which videos are played particularly frequently? Through which channels do interested parties make contact? With a CRM system, these real-time key figures can be collected and evaluated and thus lead generation can be continuously aligned with actual user behaviour.
7. Mobile version for more flexibility
Mobile devices such as laptops, tablets and smartphones are now an integral part of everyday work. Accordingly, mobile software applications are needed that can be used to complete tasks while on the road or from different locations. In times of home offices, remote work and the like, central access to customer information is therefore often indispensable – as is data entry directly via the app.
8. Adaptability in CRM implementation
In order for a CRM system to contribute to reducing workload and increasing efficiency, it should first and foremost be easy to use. In addition, systems should be scalable so that adjustments can be made in case of changes within the company. The actual CRM implementation is always individual - depending on how extensive the requirements for the new system are and whether it is a standard solution or customised software. Many CRM solutions can also be integrated into existing system landscapes.
How COViS supports CRM implementation
For a suitable CRM implementation, you need the right partner at your side who focuses on the needs of the customers. COViS supports you with comprehensive know-how and technical skills. Our service ranges
from consulting for the optimal CRM system
to the development of individual and custom-fit strategies
and the adaptation of the CRM system to already existing work processes
to the testing and scaling of the software.
In this way, customer relationship management is best adapted to internal company requirements and customers benefit from improved and long-term customer relationships.
CRM system requirements: Our conclusion
If a company is looking for a good CRM system, there are some basic requirements that the software should fulfil. With our checklist you can easily check whether your selection meets these requirements. In order to best adapt your CRM system to internal processes, the software should also be customisable. This way you can focus on the aspects that are important to you.
