CRM Software

Choose software with the right features to improve customer relationship management
By Ellen Neuborne Successful customer relationship management is often the result of choosing the right tools. Investing in the right CRM software system is the first step towards more effective marketing and better profitability. To zero in on the right small business CRM software, consider the features you need and those you can do without. Features can range from simple contact management, customer service and support to more sophisticated sales automation, marketing automation, partner relationship management, analytics and Web integration. Replace your “gut instinct” with well-chosen CRM software and you’ll be able to:
 

1. Mine your existing customer base.
2. Increase customer retention.
3. Reduce costs.
4. Manage customer trends.

Tap small business CRM software to automate sales

Sales force automation (SFA) allows your company to reduce administrative tasks and boost team productivity. By automating sales efforts, you can better manage the sales cycle, cutting time and human error out of the process.
Try: The sales force automation capabilities in Maximizer Enterprise 9 help develop a best practices system. Also visit the Business.com directory for lists of leading players in the sales force automation segment.

Target marketing by tapping customer management software

Pitches are most successful when they reach an interested audience. A small business CRM software system analyzes your customers and sales leads to facilitate targeted marketing.
Try: Try Microsoft Dynamics CRM 3.0  — a new marketing automation module creates customer lists and marketing leads. Also, consider NetSuite  which tailors campaigns, tracks promotions and manages marketing spending.

Cut complaints using customer service software

Customer service software brings efficiency and speed to customer relationship management, reducing the threat of the unsatisfied customer.
Try: The service management tools in SAP Business One CRM  provide key tools such as customer history, contract and warranty information. Also, Infor CRM Epiphany  coordinates information from across departments allowing customer contact reps to provide faster service.
For more suppliers of customer service software, see the listings at Business.com.

Manage partner relationships with customer service software

Customer relationship management software helps your company manage partner relationships by automating contact and synchronizing efforts to create efficiency and partner loyalty.
Try: The Pivotal Partner Management suite creates a collaborative virtual workspace for partner companies to exchange knowledge. Partners share tools and gain visibility into how the relationship is playing out.  Also, Neocase  creates a customizable partner portal to allowing external vendors to interact with your customer service department for more efficient case resolution.

Tie customer relationship management to analytics

What’s the good of all that data if you can’t make sense of it? CRM software sorts and analyzes customer data for use in creating new products, target marketing and finding efficiencies.
Try: I recommend: Microsoft Dynamics CRM Analytics Foundation enables analysis and management of customer processes, analyses of aggregated customer information, and predictive analytics.  Also, the Peoplesoft Customer Scorecard  from Oracle coordinates information to create a game plan for maximizing customer value. For analytics best suited to entrepreneurs, try the small business CRM software directory at Business.com.

Mobile CRM software puts knowledge into the field

Increasingly, technology functions far from the traditional desktop. Mobile CRM software offers just-in-time information on customer data, shipping and stock information, cutting guesswork and time out of the process.
Try: Entellium CRM’s Entellium eMobile puts CRM data in the field. It’s designed for ‘one hand’ use, similar to a mobile music player.  Also, SageCRM’s Wireless PDA Access uses the Microsoft Windows CE operating systems to bring real-time data to remote workers.

• Research the software provider’s customer history. Some companies have particular specialties such as automotive CRM software or small business CRM software.
• Seek additional input from independent sources such as associations and trade publications.
• Be realistic. Customer management software is a tool, not a silver bullet.