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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March 2, 2023
Software providers offer numerous digital tools and solutions to improve workflows and processes. But how can tradespeople identify what they need?
It frequently happens that the introduction of new software solutions is linked to expectations of positive effects, which, in retrospect, do not materialize to the hoped-for extent in the companies. The reason for this can be that software acquisitions are viewed in isolation within companies. This can also lead to the failure of digitalization projects. However, digitalization can only be implemented successfully and sustainably in companies in the long term through the interplay of strategy, people, processes, and technology.
A company-specific assessment and at least a rough digitalization roadmap form the foundation for successful implementation. Based on this assessment, companies can evaluate their current digitalization status and identify the best starting points in their process chain for initial or further digitalization measures. They can then choose between a simple entry point or a comprehensive digitalization implementation.
Important: Before purchasing or starting any digitization project, companies should check www.foerderdatenbank.de to see if there are any funding opportunities available at the state and federal levels.
The process chain begins with customer acquisition , where companies should lay the foundation for successful customer communication. This is where customer relationship management (CRM) systems come into play. A CRM is a tool for customer relationship management and serves to record customer data as well as all interactions and processes with potential and existing customers.
Operations management
Operations management
Operations management
The operational advantages of a CRM system in the skilled trades lie in the improved quality of customer inquiry processing and the time savings in all customer communication. Calls, inquiries, and order processing information can be managed in a central customer file and are readily available to all employees. In the commercial sector, invoices, sales figures, and payment histories can be automatically linked to customer data. Strategically, this offers the advantage of gaining valuable insights from customer data for expanding the business model. Understanding which customer groups buy which products or services, and why, provides a significant competitive advantage for the future.
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 varying scopes of application are offered on the market. Solutions for craft businesses should include the following essential basic functions .
The following approach has proven successful in the selection process of a CRM solution:
Before the selection phase begins , companies should internally define their requirements and criteria for the CRM solution. The selected software solutions should be thoroughly tested by future users within the company using various use cases . Subsequently, feedback and experiences from all involved parties should be collected and jointly evaluated.
The opinions of employees should be taken into account when making a purchase decision . If necessary, an extension of the trial period can be requested from the providers. After the purchase decision has been made, a monthly subscription that can be cancelled at any time during the introductory phase could be chosen, with the option to switch to annual billing later.
To ensure that employees will use the software in its full range of applications in the long term, comprehensive training should be conducted on its functions, and especially on the new processes and ways of working. These steps will allow the advantages and desired benefits of the software acquisition to become apparent more quickly within the company. Successful implementation can build trust and motivation for further digitalization projects within the company and among its employees.
The following section presents two solutions that, due to their range of functions, are well-suited for use in craft businesses . Both CRM systems can be seamlessly extended with quoting and invoicing functions through the simple integration of accounting software . Furthermore, the applications can be connected to numerous other apps and expanded further using Zapier – a web service.
The cloud-based CRM software from Germany supports small and medium-sized enterprises in building customer relationships. From customer inquiry to closing the deal: Samdock enables efficient and organized customer relationship management and the implementation of structured sales processes through its 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 businesses can use the application to automate a wide range of tasks in the sales process – from planning to sales calls – for the entire team. Pipedrive offers its users ease of use and a user-friendly interface with an 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 responsible for training and further education and funding advice at the Future Digital Competence Center .
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