Customer relationship management systems can help tradespeople improve the quality of customer service and save time throughout their customer communication. CRM products from Samdock and Pipedrive are presented as examples. (Photo: © wrightstudio/123RF.com)
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Digital Crafts - Theme specials
March 2023
Software providers offer numerous digital tools and solutions to improve workflows and processes. But how can tradespeople identify what they need?
Time and again, the introduction of new software solutions is associated with expectations of positive effects, but these subsequently fail to materialize to the extent hoped for by companies. This may be due to companies viewing software acquisitions in isolation. This can also lead to the failure of digitalization projects. Digitalization However, this can only be achieved by Implementing the interaction of strategy, people, processes and technology successfully and sustainably in companies over the long term.
A operational location assessment and at least one rough digitalization roadmap form the foundation for successful implementation. Based on their own assessment, companies can assess their current status in digitalization and identify the best starting points in the process chain for initial or further digitalization measures. They can choose between a simple entry point or a comprehensive implementation of digitalization.
Important: Before purchasing or starting any digitalization project, companies should www.foerderdatenbank.de inform whether there are possible Funding at state and federal level
The Process chain starts with the Customer Acquisition:, where the foundation for successful customer communication should be laid in companies. Customer relationship management systems (English: Customer Relationship Management; CRM) is used. A CRM is a Tools for customer relationship management and serves to Collection of customer data and all interactions and processes with potential and existing customers.
Operations management
Operations management
Operations management
The operational advantages one CRM systems in the craft industry lie in the increased quality of customer inquiries and the time savings in all customer communication processes. Calls, inquiries, and information regarding order processing can be managed in a central customer file and are available to all employees at any time. commercial processing Invoices, sales and payment histories can be automatically linked to customer data. In the strategic area This offers advantages because important information for expanding the business model can be obtained from customer data. Because if you know which customer groups buy which products or services and why, then you have a great future competitive advantage.
Before selecting a CRM, decision-makers and those responsible should address the following five questions, which simultaneously describe the central core acquisition topics that a CRM should be able to implement in the company in the future:
In digital customer acquisition, CRM is used to draw the attention of a selected target group to the company and its range of services. Specific offers or the company itself can be promoted using various sales channels and marketing activities. Target group selection prioritizes those individuals or companies who may have a current or future need for certain services.
With digital customer communication, customers or prospective customers can contact the company directly from the homepage or webshop. Embedded web forms for inquiries, orders, or consultation appointments are transmitted directly to the customer management system and can be immediately prioritized and quickly processed centrally based on predefined selection fields.
In the digital inquiry management system, all inquiries from various channels such as email, website, and/or online shop are managed centrally. A distinction is made between contacts, prospects, and customers. All further communication is handled via the CRM system and is traceable and transparently documented for all responsible parties. With Outlook integration, emails can be directly assigned to the customer.
In addition to general information, all open or created quotes and orders are automatically filed in customer management. The customer file documents the communication history and manages recurring tasks, such as customer loyalty campaigns.
If on-site consultation appointments are requested, time slots can be stored in advance where the customer is available, which enables optimal appointment scheduling (route planning).
Many CRM systems with different application ranges. Solutions for craft workshops should be following important basic functions include.
The following approach has proven successful in the selection process of a CRM solution:
Before the start of the Selection phase Companies should internally define their requirements and criteria for the CRM solution. selected software solutions should be tested by future users in operation based on various use cases intensively tested Afterwards, Feedback and Experience by all involved collected and together rated .
Within the buying decision Employee opinions should be taken into account. If necessary, providers can be asked to extend the trial period. Once the purchase decision has been made, you may want to choose a monthly, cancellable subscription for the duration of the introductory phase and switch to annual billing later.
To ensure that employees will use the software in the long term across its entire range of applications, comprehensive training in functions, and especially in the new processes and working methods. These steps can help companies more quickly recognize the advantages and desired benefits of the software acquisition. successful implementation can be used in companies and among employees Trust and motivation for further digitalization projects create.
Below are two exemplary solutions which, due to their range of functions, are well suited for use in craft businesses suitable. Both CRM systems can be achieved through the easy integration from accounting software to offer and invoice functions consistently be expandedFurthermore, the applications can be connected and further expanded with numerous other apps using Zapier – a web service.
The cloud-based CRM software from Germany supports small and medium-sized businesses in building customer relationships. From customer inquiry to closing: Samdock enables efficient and organized customer relationship management as well as the implementation of structured sales processes through a simple and intuitive application.
Dashboards provide an overview of goals and potential, and teamwork tools support the coordination of tasks and deadlines. The software offers users individuality in the design of pipelines and workflows by customizing fields, filters, views, and contact lists. You can get started with Samdock without any prior knowledge or implementation processes.
The cloud-based sales CRM enables the implementation of a simplified and optimized sales process by automating administrative and repetitive tasks.
Small and medium-sized companies can use the application to automate a variety of activities in the sales process – from planning to sales conversations – for the entire team. Pipedrive offers its users easy operation and a user-friendly interface with intuitive design.
The clearly structured, transparent pipeline allows for quick capture of key information. Customizable reports and visual dashboards provide optimal overview and enable review of set sales targets.
Too little knowledge in the planning phase
Insufficient competence in the implementation phase
Too little participation in the rollout
The author Birgit Plomberger is in Competence Center Future Digital responsible for training and further education and funding advice.
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