A CRM system provides every employee with complete access to all information, making collaboration much more efficient. (Photo: © kritchanut /123RF.com)
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4 December 2019
Craftsmanship 4.0: In everyday practice, having all information readily available at all times is a particular challenge. That's why many craft businesses rely on CRM systems: Here, all information is available with just a few clicks.
With a CRM system, craft businesses benefit from the advantages of a digital customer file . The three letters stand for "Customer Relationship Management" and describe a strategy for optimizing relationships with customers, partners, and suppliers.
At its core is database software , a so-called CRM system. All information is available here with just a few clicks: If a customer calls with questions, tradespeople, for example, can see at a glance all inquiries, quotes, emails, orders, appointments, invoices, or other notes relating to that customer.
This is precisely where the advantage lies for businesses : Searching through archives and email folders becomes unnecessary, as do lengthy inquiries with colleagues. The CRM system provides every employee with complete access to all relevant information, making collaboration significantly more efficient. This is exactly why a CRM system is not only suitable for large corporations, but especially for SMEs: CRM solutions can noticeably increase productivity and revenue – regardless of company size.
Simply put, a CRM system structures the management of all customer data within a company. The software connects key departments such as sales, marketing, service, production, and administration, as all departments contribute to and utilize the database simultaneously. The overarching goal of CRM systems is to optimize business relationships. The consolidated information enables targeted and comprehensive support for customers, suppliers, and partners.
Operations management
Operations management
Operations management
This strengthens employee loyalty and ensures that even after many years, all information regarding agreements, projects, and contacts is easily accessible. Filter functions also allow for the quick compilation of specific target groups, for example, for targeted marketing campaigns. The simultaneous availability of the data on multiple devices – from computers and tablets to smartphones – enables field staff to access the data at any time.
In everyday practice, using a CRM system can quickly pay off: Customers notice with every interaction that all employees are fully informed about all agreements, deadlines, and project details. Any contact person can respond immediately and competently to questions or problems – without delays caused by having to consult with colleagues. This often increases customer satisfaction and, ideally, leads to high customer loyalty and referrals.
Furthermore, CRM systems offer various analysis options and reports, for example, on sales forecasts, the success of marketing campaigns, or the activities of field staff. Some programs also allow the use of many practical functions via external interfaces, such as importing data from internal contact databases or directly displaying the digital customer file upon incoming calls.
One disadvantage of CRM systems is the necessary consistency in maintaining all data: their use only makes sense if all employees enter all information into the system promptly and completely. Because as soon as information is missing, time-consuming research and inquiries become necessary. At the same time, the overview for all employees decreases significantly if they cannot rely on the accuracy of all data in the CRM system.
Another challenge for businesses is choosing a suitable CRM solution : It should provide all the necessary functions, but at the same time not be so complex that it increases the administrative workload for employees. Therefore, it is advisable to first use trial versions of individual software solutions to test their functionality and usability in everyday use.
To ensure the successful implementation of such a system in everyday operations, all departments—from operations management and sales to service, marketing, and administration—should be involved in the decision-making process from the outset. They will need to work hand in hand to ensure the success of the CRM system.
Easy integration: Ensure that the desired CRM system can be integrated into your IT infrastructure as easily as possible. If you are unsure, specialized IT consultants or the support team of the respective manufacturer can help.
Minimal administrative overhead: Ensure that information can be stored quickly and easily in the CRM system. This will save your employees time later.
High security: Only allow employees access to the information they need for their work. Solutions with individual access or editing rights help with this. Ensure that all data is protected to the maximum extent against unauthorized third parties or hackers.
Flexible usage: Choose a system that offers you as many usage options as possible across different devices and operating systems – either via browser, so that operating system is irrelevant, or for Windows, Android and/or iOS. This allows employees to quickly access data even when they are on the go.
Rapid adjustments: As your business or your needs grow, your CRM system should be adaptable to your requirements. Key considerations here are the maximum number of contacts and the number of employees who should have access to the databases now and in the future.
Possible extensions: Think ahead to the future and look out for interesting features that you can add later if needed.
Respect the law: When handling customer data, always keep applicable laws in mind, such as the GDPR.
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