For many companies, a CRM system is already part of everyday life, which many employees access every day in order to be able to work more effectively and without problems.
But when does it make sense to start thinking about a CRM system? And what about the integration into company processes?
WHEN IS A CRM SYSTEM NECESSARY?
The term CRM stands for Customer Relationship Management and is worth considering, especially for companies that have a lot to do with customers. Keyword: customer life cycle. CRM systems are used to store and manage all data about a customer. This includes relevant customer data as well as transactions made and communication with the customer.
If the information is recorded using a CRM system, it can be made accessible to all employees – regardless of whether they are in marketing, sales, or product development. In every area of the company in which certain information is relevant, you can use the tool to conveniently access all the necessary data.
Therefore, a CRM system is basically suitable for any company that wants to speed up processes, coordinate sales channels, and create greater transparency with regard to customer data among employees.
Depending on the business model, a CRM system can be adapted. However, it should be noted that in a small company it might be more difficult to implement and constantly maintain all the required data accordingly.
Therefore, the use of a CRM tool is only recommended by a certain customer base. For example, if a sole proprietor only takes care of five different customers, he can certainly do without a CRM system. On the contrary: Here it would probably only mean a higher processing effort. Therefore, the following applies The larger the company, the more sensible it is to use a CRM system.
A CRM system is indispensable, especially when processes are to be automated and smooth processes between different departments and company areas are desired. These and other simplifications also increase customer satisfaction and, under certain circumstances, higher sales can be achieved. CRM also makes it easy to win back customers who have not made a purchase for a long time.
THE RIGHT CRM SYSTEM FOR EXISTING PROCESSES
1. ANALYSIS OF THE INITIAL SITUATION
So that all systems required for internal processes can continue to work together smoothly – and even better – when a CRM system is used, a small inventory should first be made.
The first step is to get an overview of which systems are already being used in the company, what data is available overall and how this data is collected. It is also important to clarify which applications or systems require which data.
In addition, processes and workflows should be analyzed. So-called use cases can be helpful here. A use case is a relevant business process or use case.
If a thorough analysis of the current status is carried out and a clear structure for processes in the company is created, a successful basis for the integration of a CRM system is formed.
2. FINDING A SOLUTION
If you have taken the tip with the use cases from point 1 seriously, you should now have come to an ideal solution as to what work should look like in the future. Now it’s time to find a workable solution.
It is important to think carefully about which functions are specifically and absolutely required from a CRM system and which functions can be dispensed with. A strict distinction between must-have and nice-to-have when choosing a CRM system is therefore the be-all and end-all.
Which departments have to access data with which systems should also be taken into account, among other things. Individual processes and possible time savings through increased data quality must also be taken into account. If you are looking for professional software, you will find a comprehensive CRM in the TechArt tool.
HOW DO YOU INTEGRATE CRM INTO EXISTING PROCESSES?
So if the decision is made to use a CRM system, an important question arises: How do you manage to integrate the tool sensibly and effectively into existing processes?
The purpose of the CRM system is not only to collect the required data in different places but also to be able to use it in different target systems. However, a smooth exchange between the systems is the basis for this. This data exchange can be solved in different ways:
INDIVIDUAL INTERFACE
An Application Programming Interface (API) makes it possible to program individual interfaces. The systems can communicate with each other via these interfaces. The integration effort depends on the complexity of the databases, the systems used, and how you want to use the CRM system.
STANDARDIZED CONNECTOR
Connectors create a connection between a CRM system and other systems so that the desired data can always be synchronized. Unlike an individual interface, a standardized connector is already predefined.
MIDDLEWARE
Middleware is a platform that can integrate the systems and databases via certain predefined interfaces. When using middleware, programming is necessary so that data exchange and communication between CRM and other systems can take place.
In any case, the most important thing is that the company processes benefit from it, as the communication between the systems and the CRM system runs quickly and smoothly. If this circumstance is given, the tool improves many processes and also makes working with the different systems more pleasant and easier for the user.
