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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Digital Crafts - Theme specials
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 fileThe three letters stand for "Customer Relationship Management" (in German: Customer relationship management) and refer to a strategy for optimising relationships with customers, partners and suppliers.
The core is a database software, a so-called CRM system. Here, all information is available with just a few clicks: When a customer calls with questions, tradespeople can see all inquiries, quotes, emails, orders, appointments, invoices, or other notes related to the customer at a glance.
This is precisely the Advantage for companies: Searching through archives and email folders is no longer necessary, nor are time-consuming queries to colleagues. The CRM system provides every employee with complete access to all information, making collaboration much more efficient. This is precisely why a CRM system is suitable not only for large companies, but especially for SMEs: CRM solutions can significantly increase productivity and revenue – for companies of all sizes.
Simply put, a CRM system structures the Management of all customer data of a company. The software connects important areas such as sales, marketing, service, production, and administration, as all departments complement and utilize the data 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 allows the Commitment to one's own company increase and even after many years, all information on agreements, projects, and contacts can be quickly found. Filter functions also allow specific target groups to be quickly compiled, for example, for targeted marketing campaigns. The simultaneous Availability of data on many devices From computers to tablets to smartphones, field staff can also access the data at any time.
In everyday life, the use of a CRM system can quickly pay off: Customers notice with every contact that all employees are fully aware of all agreements, deadlines, and project details. In the event of questions or problems, every contact person can respond immediately and competently – without delaying queries to colleagues. In many cases, this increases the Customer satisfaction and in the best case scenario ensures high loyalty when it comes to orders or recommendations.
In addition, CRM systems offer various Analysis options and evaluations, for example, on sales forecasts, the success of marketing campaigns, or the activities of field staff. Some programs also offer many practical functions via external interfaces, such as reading your own contact databases or directly displaying the digital customer file for incoming calls.
A Disadvantage CRM systems are a necessary consequence when it comes to 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 are necessary. At the same time, the overview for all employees is significantly reduced if one cannot rely on the up-to-dateness of all data in the CRM system.
Another challenge for companies is the 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 burden for employees. Therefore, it is recommended to initially 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: Make sure that the CRM system you choose can be integrated into your IT landscape as easily as possible. If you have any questions, consult specialized IT consultants or the respective manufacturer's support team.
Little administrative effort: Make sure that information can be stored quickly and easily in the CRM system. This will save your employees time later on.
High security: Only allow employees access to information necessary for their work. Solutions with individual access or editing rights help with this. Ensure that all data is maximally protected from unauthorized third parties or hackers.
Flexible use: Choose a system that offers you as many options as possible for different devices and operating systems—either via a browser, so operating system is irrelevant, or for Windows, Android, and/or iOS. This allows employees to quickly access data even on the go.
Quick adjustments: As your business or requirements grow, your CRM system should be adaptable to your needs. Important considerations include the maximum number of contacts and the number of employees who should access the databases now and in the future.
Possible extensions: Think about the future now and look out for interesting features that you can add later if needed.
Observe laws: When handling customer data, always keep in mind applicable laws, such as the GDPR.
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