Implementation of CRM-systems - DS Concept DWC-LLC

What are CRM-systems

The owner of even the smallest personal business knows how difficult it is to run his own business. After all, not only do you need to have some knowledge of marketing, accounting, human resources, and financial analytics, but you also have to constantly keep a huge layer of information in your mind. Data on customers and their orders, tracking customer progress, reports on advertising promotion results. All these are important indicators that need not only to be stored, but also analyzed and used in time to develop business and open new lines of business.

In order to regulate such capacious tasks, facilitate management and control of some business processes the special software - CRM was created. From English the abbreviation means Customer Relationship Manager and means a set of automatic software solutions for all tasks connected with customer relations.

CRM can be correlated with all technologies, tools, methods and business strategies for working with clients: their attraction, retention, tracking client progress, increasing loyalty.

As in the business model, in the interaction model in the CRM the customer is the center of the processes. In practice, the implementation of CRM will help to automate processes such as
- sales improvement;
- optimization of labor costs of the company's marketers;
- improved customer service;
- personalization of promotional offers;
- analysis of results in order to develop a strategy for retaining existing customers and attracting new ones.

The indisputable advantages of CRM-system - unlimited action in time, multifunctionality, customizability, 24/7 functioning, no subscription fees. You can use the services of a professional developer and get a personalized solution for your business or implement a popular standard customer relationship management system.

How Customer Relationship Management works

The algorithm of action of the CRM-system can be visualized by walking down the sales funnel from the formation of client interest in the product to the registration and execution of the order:

Attracting new customers from online channels. Tracking the effectiveness of each channel
The system fixes transitions and conversions from each online source whether it be a direct link to the site, a mailing list, social media marketing, contextual advertising or media-activities. It is important that not only the transition is recorded and analyzed, but also its effectiveness (traffic into a lead, a lead into a request). The collected data is analyzed and makes it possible to evaluate the effectiveness of each channel and make a decision to develop or disable one promotion channel or another.
Identification of a new client, communication history
The CRM system allows you to integrate telephony, a messenger program, or email notifications. Thus you get a stored history of communication with the client from the first interaction to the order placement or rejection. Collected data is a valuable source of insights, a tool for supervisor or supervisor's control over communication. It is possible to save records of conversations for further parsing and analysis.
Choice of interaction strategy
The strategy of interaction with the client will depend on what kind of sale - long or short. An example of a short sale is when the client places an order in the online store. The generated and confirmed order is processed by the manager and transferred to the delivery service, minimizing contact with the client. An example of a long sale is the interaction with the client in order to sell a service, a personal offer that requires an individual approach. In this case, the client enters the sales funnel and goes through all of its stages. The effectiveness of each, of course, is tracked and stored in the CRM system.
Built-in sales funnel
CRM-system tool, which allows you to optimize and facilitate the daily routine work of sales specialists. Built-in funnel allows you to divide the process of interaction with the client into separate stages, and build an action plan for contact with the client at each stage. The system monitors the number of target actions at each stage, the number of transitions from each stage to the next, and the effectiveness of communication between the manager and the customer. The CRM-system accumulates data on the number of transactions at the final stage, the overall indicators of interactions.
Automatic document management
CRM-system helps to form and keep records of documents: invoices for payment, delivery notes, internal applications. Such features save time and labor of company specialists.
Closing the deal - sale
Provided that the transaction is closed by the sale, the client, according to the algorithm of the CRM-system, is transferred to the segment of permanent. The algorithm of further interaction is aimed at re-selling and increasing the value of the client. It means that the client will be communicated to the managers more often, and the automated system will track which channel of interaction is the most effective, and determine the optimal number of contacts.
Re-engaging the customer
Sometimes a customer is at a certain stage of the funnel and decides to abandon the purchase. In this scenario the CRM system will return the potential customer to the initial stage of the funnel. In this case a personalized offer is added to the algorithm, the capabilities of targeted advertising in social networks are connected.
Analysis of effectiveness
In the mode of constant monitoring the CRM system tracks the results and the number of interactions, complete and incomplete passes on the sales funnel and visualizes the results in the form of charts and tables. The program provides specific data on the number of sales, processed requests by a specific manager and gives an opportunity to evaluate the effectiveness of the efforts.

Customer benefits from using Customer Relationship Management

Versatility of application - one of the main advantages of CRM-systems. It is realistic to implement the program in the business of any model and industry of activity, in a particular department or division, regardless of the specifics of its activities: sales, promotion, recruitment, etc. You can successfully implement it in large, medium and small businesses, companies and enterprises of any niche - from government and banking institutions to online stores and distributors.

Implementation of a CRM-system will allow business to gather a unified database of customers and information about their orders, interests and preferences. It will no longer be necessary to record an order "at a knee" or save it as a reminder in a calendar. CRM accumulates data, stores them and allows marketers to refer to and use them at any time for planning promotional activities.

The CRM feature of always-on access to data simplifies and accelerates internal communication between employees and enables near lightning-fast collaboration, enhancing labor productivity.

Saving of material and time resources is a strong argument in favor of implementing an automatic system for processing orders and interaction with customers. Automation of routine processes will release managers from tasks that require their minimal effort, and switch them to perform complex communication interactions where the human factor is decisive.

CRM system capabilities

Our development specialists create databases of customer relationship management systems, taking into account individual features of the business and the specifics of its activities. The cost of development and implementation will pay off very quickly, because from the first days you and your specialists will be able to effectively use the released time for the benefit of the company.

By optimizing the time and human costs for repetitive routine tasks, the company gets enough time to perform other tasks, productive personal interactions with customers and partners.

CRM successfully copes with tasks such as:

Effective communication within the company
A global negative consequence of the lack of effective communication among employees from different departments of the company can be a decrease in the profitability of the business. A CRM-system will help to minimize personal communication in cases when its role is not decisive. The information it gathers is clear and unambiguous, instantly transmitted and processed by specialists from various departments. Such a system eliminates loss, distortion of data and a human factor.
Data collection and analysis
The functionality of a CRM-system allows you to accumulate a large amount of information about customers and their life cycle in the company and to analyze the data, saving time and human resources of employees. The collected data is essential for making strategic decisions on business development and workflow optimization.
By personalizing the system settings, the business owner can receive various reports on sales, transactions made, the number of requests processed and closed for sale by each employee. Thus, the CRM system automates typical processes in the company.
Management of customer information
During its operation, CRM-system accumulates a valuable asset - a database with complete information about the company's customers, suppliers, partners, contractors and even competitors. It accumulates contact information, personal information (e.g. date of birth), the source of attraction, interests and preferences of customers, tracking the progress of customers. This information will help build the right promotion strategy in the existing market or develop a new one, prepare a large-scale promising advertising campaign or consider a new vector of company development.

Statistical and analytical capabilities of the CRM-system allow owners not only to study their target audience well but also develop an effective action plan to retain existing clients and attract new ones.
Sales planning and control
The functionality of the CRM system allows you to plan the realization of the product in different sections and with different purposes (for example, a sales plan for regions, branches, specific managers, individual products or services). The responsible employee and the head of the company can make forecasted and incentive sales plans respectively. The system estimates the probable volume of sales, fixes the terms of delivery and payment.

For the business owner it is important to be able to control the execution of the plan at each stage, track the efficiency of the employee and the effectiveness of the existing sales funnel.
Sales management
CRM-system will help the manager to make a plan of sales and monitor their progress at each stage. Taking advantage of data analytics, improve sales channels by closing inefficient ones and developing more effective ones. The complete history of communication with customers collected in the system allows clearly defining their interests and make future promotional offers more personalized. This way, the loyalty of the company's target audience is formed.

An important function of the CRM system is the ability to segment the audience by interest. This information is very important when planning targeting and contextual advertising online. The system also allows you to plan and organize cross-sales, up-sales, preparing a product-segment and cross-sale matrix.

Using the analytical capabilities and forecast functions of the CRM-system allows the company's management not only to optimize business processes right now, but also to achieve higher profitability in the future.
Marketing automation
Software complexes CRM - an effective tool to control and organize sales in the company. It makes it possible to plan and carry out marketing activities, plan and control advertising budgets, supervise managers' actions. CRM-system saves time for training new managers and their acquaintance with the client base - receiving access to CRM, the manager immediately receives complete information on the target audience and tools to work with it, preparing targeted advertising campaigns and other interaction. Analysis tools help the team leader to evaluate the effectiveness of this work.

The basic function, present in any CRM-system - the management of direct marketing activities (sending via email, direct mail), the ability to organize marketing intelligence among the audience (customer surveys). Automation of these processes has a direct impact on improving the performance of the sales department.
Product Portfolio Management
CRM systems allow you to organize a catalog of products and group them more effectively, based on the characteristics of customer requests and their user experience. Sales of quality products from current product lines at competitive prices will always be successful. Keeping track of price changes, recording promotional and special price offers, and analyzing the effectiveness of a bundle of offers, interactions, and sales is easy and convenient with the CRM system. Based on the analysis of the system data, a manager will always be able to identify the most popular products and form the most profitable service package offer.
Automation of document management
Issuing invoices, generating orders, waybills, reports, and other external and internal documents is a routine process that requires a lot of time and effort from employees on a daily basis. CRM-system allows you to automate these processes and make employee participation in them to a minimum. The program stores all documents created in a single database and allows you to quickly find the necessary one. It can generate invoices, requests, waybills by pre-prepared templates and organize an electronic cloud of documents.

You can differentiate the roles of participants by providing different levels of access and rights to edit a document when employees work in teams on one document in the program. Electronic approvals are also possible in the CRM system.
Business process management
In order to divide business processes in the company into steps and concrete steps it is necessary to have plenty of time and experienced specialists-analysts. Following a certain algorithm of actions and a successful sales scenario guarantees the effectiveness of the whole company, minimizes mistakes and the chance of critical situations. When the work of all employees is submitted to a coherent plan, it is easy to identify a weak link, to control and direct the actions of the team in the right direction.

Process regulation, building the algorithm of actions in sales, predicting the result - all these tasks are automated and optimized by a powerful CRM-system. For example the program complex Creatio which combines the functionality of interaction with clients and BPM-technologies can formalize business processes. The CRM-system has a simple and clear interface, a useful set of functions for building an algorithm for executing any process: the account of time spent, delegation of authority, assigning performers and participants in the process, analysis of the effectiveness of time and effort.
Work time management
An important feature of a CRM-system - time of work and time spent on work tasks automation, which helps a manager to evaluate the performance of each employee and individual unit, plan the employment of employees and evenly distribute the load. The program provides full functionality of planning for employees - marking important dates and events, personal schedule, schedule of colleagues, the results of the assigned tasks.

Thanks to the connection with other functions of the system there is synchronization and accumulation of information about the characteristics of work with each client: how much time it took to make a deal, how much time passes from the first and repeated sales, how long it takes to process a request, etc.

A few questions from customers

What is CRM integration?

Integration of Customer Relationship Manager system is a step-by-step plan for the implementation of a CRM-program in the work of the company. The main stages of implementation include:

definition of the goals and objectives for the implementation of which the system is established;
product personalization, step-by-step installation of features;
end-to-end testing, trial run;
the beginning of direct use of the product;
activation of service support;
results analysis.

Do I need a CRM?

Yes, CRM is necessary for businesses with a branched internal structure of departments functioning in close connection to increase the company's profitability. The system will help optimize the sales department, which works with a large customer base and processes a large number of orders, build an effective algorithm of interaction with customers and increase the effectiveness of the sales funnel.

What are the features that a CRM-system must have?

In the first place, it has stable operation, adaptability and multi-functionality. CRM-system integration must not be complicated and take much time. The system must have a sufficient set of necessary functions to solve the priority tasks of business.

No less important is flexibility of setting up and simplicity of user interface, availability of mobile technologies and smart tools for automation, planning and analysis.

Does having a CRM affect transactions and customer loyalty?

Of course it does. Automation of routine processes, the study of customer needs and reasonable use of collected statistical and analytical information in the CRM, will help to increase the number of closed orders for sale, attract new and retain old customers. On the user attitude CRM does not directly affect the user, but provides the company with tools to improve customer service and increase productivity. Using these features, you can increase customer loyalty.