There are many people who think that CRM is software: that CRM can only be achieved with computers, IT and technology. This is not true.

CRM is a company ethic, a way of doing business, adherence to quality and treating customers in an impeccable manner. Many CRM methods and attributes are down to management style, company procedures and a deeper understanding of the whole CRM business style.

Of course much of this CRM business style can be assisted with software, and it is vital that your software supplier understands clearly the whole drive behind CRM, and the way that software is just a small part of the overall CRM implementation.

Why CRM?

The answer to this question is simple and perhaps unexpected. This single and only reason for implementing CRM is to be more profitable by making money and saving money.

How does CRM make money and save money?

Again the answer is a simple one. There are two distinct areas where CRM will either save or earn money.

• The cost of gaining repeat business from an existing client is around 10% of the cost of winning a new client. A happy client is more likely to employ the services of your business a second, third or fourth time. Imagine saving 90% of all marketing, advertising and promotion costs.
  
  
• Happy clients are not just willing, but are keen to refer associates and friends to you. Happy clients can send a steady stream of referrals to your business at no cost at all.

So CRM is all about happy clients?

Yes. CRM is totally, 100% and undeniably about happy and satisfied clients, and the revenue and cost savings this will create.

What can CRM software do to keep clients happy?

Again, the answer is simple and again there are two key areas where CRM software should perform.

• Firstly, CRM software should provide information. Good, clean, relevant and pertinent information.
  
  
• Secondly, CRM software should enable consistency. Consistent quality that is.

Both of these items should be performed by the software with the minimum of fuss and as little overhead as is possible. CRM software should not be difficult to implement and use. It should be slick, simple and a joy to use.

Information and consistency? Tell me more.

Imagine you know everything about any one of your clients. You know where he went on holiday, what car he drives, everything he has ordered from you, problems he has had, promises that have been made, the list is endless. Imagine now a telephone conversation with this client and how friendly, caring and knowledgeable you would appear.

Now imagine that every person in your organisation knows all of this information too. Imagine the level of service that could be achieved and the satisfaction the client would feel. The sales rep who telephones the client after his holiday can ask how his holiday in Spain was. The engineer who calls to arrange a visit can offer a time around the children's school run. The technician knows all the products the client has ever had and an appropriate level of consumables to provide. This is CRM. This is managing your client relationships.

And the consistency side? If not only did the client feel warm and fuzzy from the incredible attention to detail and care with which he is being treated, but every item of communication looked impeccable, letters faxes and emails all branded to match the company style, the client will feel and enjoy the quality and consistency of service. And if a team member is away their roll is filled seamlessly as every team member has the information to hand, and the consistent forms of communication and consistent quality continue to flow. This is CRM. This is managing your client relationships.

It sounds like a lot of work!

You're right, it does. There is a lot of work to do to make CRM alive in your organisation. This is because it is more than software: it can be a huge change in the company in general. You can't just buy CRM software and tick the box to say you are now a CRM aware company.

The CRM software should ease the change though. The CRM software should provide a platform for capturing information, for easily retrieving information even for the people on the road and in hotel rooms, and the software should provide the means to create consistent communications.

Finding an IT provider or CRM consultant.

If you can find an IT provider or CRM consultant and you manage to successfully achieve a CRM culture as described so far, you will be so much further ahead than your competition. You will have achieved great things and profitability will have rocketed. The first step in this process is to find a CRM partner who can provide consultancy and the right software for your business. Maybe an off-the-shelf package will help, maybe bespoke software needs to be developed. Every case is different.

Evesham Solutions is the answer.

Most CRM providers fail because they only provide one solution to all. Evesham Solutions on the other hand is a consultancy, as well as a reseller, as well as a bespoke software developer. Evesham Solutions will look at your requirement and propose an exact solution for you and your business requirements.

If you've read all the text on the left, you will have a good idea of the basic rules of a CRM implementation. Maybe you have already installed an excellent CRM system and you are ready for the next level.

There is no real limit as to how far you can take your CRM culture in your business, and technology is here to help you every step of the way.

Website Integration

A powerful extension to any CRM implementation is the integration with a website. As website visitors (who may well be existing clients and prospects) navigate your website and download information, request call backs and view pertinent information, this information can be recorded directly in your CRM database.

Viewing the details of a client will then show what they have done on the website and when. Incredibly useful for your marketing department!

Take for example a client to whom you provide a photocopier service is now looking at colour laser printers on your website. Imagine how easy the sale would be if only you knew this information.

This is a perfect example of how a CRM implementation can pay for itself over and over again.

Who is on the phone?

Wouldn't it be great if when the phone rang, you knew exactly who was calling you and what they are likely to be calling about?

This method of advanced CRM is far more accessible that you might imagine and involves connecting your telephone system to your network. As a call comes in the incoming telephone number is checked against your CRM database and the matching client, customer, prospect or supplier is 'popped' onto the screen. (This technology is called 'screen popping').

Not only can you see who is calling before you answer the phone, but your CRM database, if done properly, will show clearly the relationship of the caller with you, and a list of recent activities you have had with them.

This is another great example of using the CRM data you already have in new and innovative ways.

It's not just for clients!

The 'C' in CRM stands for client or customer. However with the smallest amount of lateral thinking you can see that every CRM method applies equally well to anybody you deal with in any capacity in the running of your business.

Employees, external consultants, suppliers, friends, the company you booked your holiday with, the man who services the vans, everyone you deal with can be part of your CRM culture, there really is no exception.

In Conclusion...

Implementing CRM in your business does have hurdles. It takes a change in approach from all employees from the most junior to the most senior and getting 'buy-in' from them all is a challenge in itself.

There is also the problem of finding the right technology at the right price, provided by a team you can trust and build a close relationship with.

Evesham Solutions is the consultant and CRM provider you need to define, install and maintain a CRM system to push your company way ahead of your competition and to increase your profitability. Please contact us today to discuss your requirement, whatever stage you may be at.