Customer data: Setting up and using CRM software correctly
The technical base for customer management is a functioning CRM system that fits the company’s requirements.
“Marketing without data is like driving with your eyes closed. “
Dan Zarella, Analytical marketing leader and author
CRM stands for Customer Relationship Management. In practice, this often means CRM software. Ideally, CRM maps all customer processes and relationships.
But this is often where the problems begin: Often a CRM system is used purely as a customer database or order processing system; important possibilities for analysing new sales opportunities or identifying problem areas are thus not exploited at all.
The customer relationship should always be at the heart of the system.
The minimum requirements for a CRM system should therefore be:
Ease of learning and use:
If these are missing, sales will never accept the system and will only maintain it reluctantly. The worst-case scenario is Excel files maintained in parallel, which sales staff then use for their contacts.
Customer address data should therefore be managed in a standardised way, i.e., as soon as it is entered, in an address management system for everyone.
It should be possible to enter appointments in a group-capable appointment calendar.
A CRM system should allow the creation of automatic workflows and templates, e.g., for appointment confirmations.
Exact documentation:
Basically, every customer contact (phone, email and personal contact) should be documented in the CRM. Contact reports/scheduling of customer visits must be documented in detail. Often the knowledge about a customer leaves the company with the salesperson and his database turns out to be a black box.
An integrated order module (with an interface to the accounting system) helps to record orders and sales in real time so that they do not have to be entered later in a time-consuming, error-prone manner.
The import function of lists (CSV, Excel etc.) and their linking with external mail programmes, Outlook etc. should be standard.
A powerful CRM system enables automated addressing of customers:
- E-mails sent directly from the CRM programme thus make it easier to address larger groups of customers.
- Telephone calls received and made directly from the CRM ensure better control of sales in addition to more efficient time management. Who makes phone calls and how often? How many calls go unanswered?
Automatically create resubmissions or tasks and delegate or process them.
Filter functions: According to desired contents/ customer groups/
An authorisation system for permitted access to appointments/data.
Uniform specifications and graded rights regarding entries/changes. New entries must be cross-checked.
Ensuring data security/ data sovereignty
Data protection compliance and double opt-in should be implemented.
Ideally, the CRM should be accessible as a mobile app to facilitate on-site work.
Last but not least, it should include features such as ABC customer analysis and classification.
Important KPIs and metrics should be presented in a dashboard.
So much for the basic requirements of a CRM.
»Copyright © 2021 Georg Doerner – All rights reserved.«