The benefits of small business customer relationship management (CRM) are best understood from three different perspectives: the sales representative’s, the client’s, and management’s. Ultimately, CRM helps businesses deliver cohesive service and support to clients – a good thing for both sales and management.

The benefits of small business customer relationship management (CRM) are best understood from three different perspectives: the sales representative’s, the client’s, and management’s. Ultimately, CRM helps businesses deliver cohesive service and support to clients – a good thing for both sales and management.

The Sales Representative

Sales representatives are directly affected by CRM. With a unified platform, they have more information and data about their clients. They know their order history, purchase patterns, and preferences. Before meeting with them, sales representatives can study up on their clients by referring to the data provided and organized by the CRM platform.

Here’s how a recent CIO article describes the impact of CRM software on sales representatives.

“A good [sales-focused] CRM system can help your sales force stay organized and focused. With features such as lead prioritization, automatic reminders, lead nurturing and notes, you can expect to see an increase in your sales team’s closing ratio and improved productivity.”

The Client

Clients are indirectly affected by CRM software, but they’ll instantly notice the difference. Because sales representatives using a CRM system are better equipped to help clients, both parties benefit in the form of a more fluid meeting. Clients won’t have to explicitly state what they want and when they need it. The sales representative should already have a general idea of the client’s needs and their past interactions with the company.

Customer loyalty is largely determined by a company’s ability to meet customer expectations. A recent Harvard Business Review article explains how such expectations form and how businesses can meet them:

“People’s expectations are set in part by their previous experiences with a company’s offerings. Customers instinctively compare each new experience, positive or otherwise, with their previous ones and judge it accordingly. Expectations can also be shaped by market conditions, the competition, and the customer’s personal situation. Even when it is the company’s own brand that establishes expectations, the customer can be set up for disappointment.”

CRM software provides sales representatives with the tools they need to meet customer expectations on a consistent basis.

Management

Like clients, management isn’t directly affected by CRM software, but it will appreciate the effect it has on productivity. Managers will appreciate the new efficiency of sales representatives and the increase in customer loyalty. To maximize these gains, managers can decide to invest more in CRM and train their employees effectively to get the most out of the software.

To talk more about small business CRM, or anything else, please contact us.

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