Most small businesses have this belief that most CRM solutions are meant for the large scale corporations. They think that CRM solutions for small business do not exist. However, the real fact is that there are many best customizable CRM for small business companies.
Though small businesses have a smaller turnover, they have similar business processes disconnected systems back office as well as similar complexities as present in larger organizations. Hence, the challenges faced by small businesses are primarily same as that of larger organizations – to get a unified view of customers through the company. Their aim is to provide a consistent customer relationship management service, which also yields profits for the organization. As the business continues to grow, the organization realizes that informal customer communication cannot be sustained any longer.
A thorough understanding of typical customer behavior enables the smaller businesses to customize CRM solutions to be better than newer competitor offerings and responding to customer requirements. Hence, in such cases, CRM systems can prove to be valuable tools to retain customers as well as attract new customers especially as the business continues to expand.
Customization And Complexity
Most CRM solutions for small business often do not fulfill the expectations the firm has of the software. If the CRM system cannot closely integrate with the other existing systems or does not store information within the customer database in a centralized manner, it can deprive the small business of leveraging the complete potential of the CRM solution. Another aspect is that if the CRM database cannot be customized or configured as per the organization’s requirements, it can result in the CRM system being completely inflexible.
Strategy As Opposed To Technology
In the case of small businesses, they should consider only those CRM systems, which can be incorporated easily into the existing IT infrastructure. Ideally, CRM solutions should be considered as a strategy as opposed to just technology. These need to be implemented directly to curtail costs as well as errors pertaining to sales, thereby raising revenues. Since most customer information is already available within current systems in the organization, creating a new application, which contains entirely new information, is a redundant process and in the case of small businesses with limited resources, this can be a painstaking process.
Before any purchase of CRM solutions are made, the small business should ask if the software will truly communicate with customers and be easy to use by the employees. You also need to know the overall costs for integration of the CRM system.
Since most small businesses have limited resources, they cannot spare their employees on a full-time basis to carry out CRM solution implementation. Hence, ideally such companies should work with partners who will bring in necessary expertise and resources for implementation. Most small businesses have concentrated on license costs and do not consider effort, time or expertise required to ensure success of customer relationship management system implementation.
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