Key Features of a CRM System

The short answer….

THE ULTIMATE CHECKLIST v1
The key features of a CRM system can be summarised by the following ways it can positively impact a business:

A. Growing Efficiently

B. Bolstering Sales

C. Enhancing Customer Engagement

D. Maximising Resilience

E. Promoting Business Intelligence

A. Growing Efficiently: (or click here for longer version)
CRM systems’ support for efficient business growth can be categorised into the following:

  • Centralised data
    • encourages collaboration
    • supports integrations with other systems
  • Workflow automation
    • speeds up the decision-making process
    • improves sales efficiency
    • improves administrative efficiency
    • supports business rules (i.e. what data can and cannot do in different situations)
  • Communications
    • internal communication & data sharing (e.g. call management, email integration)
    • external communication & data sharing
  • Document management (e.g. documents, templates, forms, spreadsheet tools etc.)
    • all elements stored on a single server
    • version-control manageable and efficient
    • consistency assured across all elements
    • access control managed closely
  • Other
    • contract management
    • after-sales/cases management
    • corporate wiki
    • sandbox
    • social media management

“The journey of a thousand miles starts with a single step”

Lao Tzu, Chinese philosopher and writer

B. Bolstering Sales (or click here for longer version)
CRM systems support the sales effort in the following areas:

  1. Marketing
  2. Sales & Operations – Working Together
  3. Sales Funnel Management

1. Marketing

  • Managing marketing processes
    (creating, tracking and improving processes)
  • Maintaining brand integrity
    (distribution of brand literature; design, layout and distribution of invoices, sales orders & quotations; design and usage of email signatures)
  • Managing marketing data
    (data checking, cleansing, access control)

2. Sales & Operations – Working Together

  • Sales & Operations Planning
    (managing fully integrated Sales and Operations data, producing complex and meaningful reports in real-time)
  • Communication
    (e.g. customers’ product delivery/order fulfilment progress; progress of sales leads/opportunities; current contact and account details)

3. Sales Funnel Management

  • Administering leads
    (e.g. automating entry efficiently from a variety of sources; prioritising the hottest leads for the salesforce; ensuring the salesforce receive leads efficiently to maximise lead performance; tracking leads automatically throughout the process to provide quality performance feedback)
  • Nurturing prospects
    (e.g. running pro-active marketing campaigns; automatically responding to ‘prospect touch points’ and tailoring responses to maximise lead conversions; preparing quotes and proposals easily, accurately and with real-time information)
  • Tracking performance
    (providing accurate and real-time data, easily accessible and in a form that considers visualisation, accessibility and metrics.)

“Efficiency is doing things right.

Effectiveness is doing the right things.”

Peter Drucker

C. Enhancing Customer Engagement (or click here for longer version)
CRM has raised customer engagement capability to new levels, specifically through;

  1. Building Relationships
  2. Brand Consistency
  3. Continuous Improvement

1. Building Relationships

  • seamless responses to inbound customer/prospect queries
  • out-of-hours service provision to coincide with customer/prospect working hours
  • full range of methods of communication to suit customer/prospect
  • access to comprehensive, easy to search knowledge base to inform quickly and easily
  • personalised communication of all types to the individual customer/prospect

2. Brand Consistency

  • control of a full suite of branded documents through integration into a single server
    (e.g. letterheads, invoices, quotations, brochures, sales material, promotional material, email templates, social media templates, etc.)
  • version control managed by a single user or users according to required access control conditions
    (i.e. The prospect/customer will then only ever see a brand-consistent range of documents on their journey with the company).

3. Continuous Improvement
As guardian of the company’s data, CRM can present customer engagement metrics in an easy-to-digest, meaningful format (in real-time of course). For instance;

  • time to respond to inbound communication
  • time to resolve issues
  • no. of customer/prospect complaints
  • survey feedback
  • returns and late deliveries metrics
  • average social media interactions

If You Are Not Taking Care Of Your Customer, Your Competitor Will.”

Bob Hooey, motivational speaker

D. Maximising Resilience (or click here for longer version)
The test of the business’ ability to act and respond quickly, decisively and securely to all eventualities. The three areas that CRM can support effectively are:

  • Carrying out business anywhere
    (CRM provides access for critical staff and management to the central server, in real-time, 24 hours a day via home laptops, mobiles, tablets etc. to access all customer-related activity; e.g. contacts, accounts, leads, opportunities, product delivery/orders, reports, updates etc.)
  • Data security
    (e.g. supporting the individual/ team responsible for managing data efficiently; automating the practice of backing up at least twice daily in at least two different geographic locations; protecting against malicious programme attacks (e.g. viruses, trojans, DDoS attacks, etc.)
  • Access control
    (- providing the means for a user or team to control access centrally; providing granular control over who can view, edit, create & delete data records, fields etc.)

“Remember; when disaster strikes, the time to prepare has passed.”

Steven Cyros

E. Promoting Business Intelligence (or click here for longer version)
CRM will typically facilitate Business Intelligence through;

  • Reporting & Metrics
    (Typical CRM system reports may relate to call tracking, email tracking, lead tracking, opportunities, sales, turnover, gross profit, costs, cashflow forecasts, timelines etc. produce accurately in real-time)
  • Dashboards
    (A respectable CRM system dashboard should reflect the key metrics and objectives of the company, be pleasing on the eye and easy to read, allow the user to drill down to the detail directly and allow users to tailor the view to a granular level.)
  • Data analysis
    (CRM can produce meaningful data analysis to help management reach quality informed decisions from pro-active information delivered in real-time.)

“Any fool can know. The point is to understand.”

Albert Einstein

Well, that was the quick summary of the key features of a CRM system! Today, CRMs are extraordinary machines, and it takes some diligence to work through precisely what such a system may be able to achieve for your business. If you would like to dig deeper into these key features, then please read on. Otherwise, perhaps you might consider how to implement a CRM system.

 

Key Features of a CRM System v2

The longer answer….

THE ULTIMATE CHECKLIST v2
Having asked yourself “what can CRM do for my business?”, you will have an outline view of how a CRM system could significantly improve the efficiency of your business operations. The next step is to investigate the key features of a CRM system to understand the full spectrum of functionality available and to closely match this functionality to your business requirements.

We have previously discussed in what can CRM do for my business how it makes sense to break down business operational activities according to what they are intended to produce, not according to the type of activity that they represent, i.e. focusing on outcomes which achieve something meaningful.

This more comprehensive look at the features and benefits of a high-end CRM system again categorises them according to these particular outcomes.

As a reminder, these outcomes can be grouped as:

  1. Growing Efficiently
  2. Bolstering Sales
  3. Enhancing Customer Engagement
  4. Maximising Resilience
  5. Promoting Business Intelligence

By categorising features and benefits in this way, the synergies between CRM and the actual operations of a business emerge. This insight should help when you start to consider the design and specification of your CRM system, in particular, how you will manage, maintain and integrate it into the business.

 

1. Growing Efficiently

(or click here for shorter version)

CRM systems’ support for efficient business growth can be categorised into the following areas:

  • Centralised data
  • Workflow automation
  • Communications
  • Document management
  • Other

CENTRALISED DATA

At the heart of a CRM system is its data – your data. Centralising data sources isn’t so much a function of CRM but a statement of where you are placing your trust.  It is an indication of where the responsibility lies for one of the most important assets in your business – your data.  But it also brings with it some specific advantages:

Advantages of CRM centralising data:

  • encourages collaboration
    • shared data across departments
    • allows input from all departments
    • carry out business anywhere
    • data security & control
    • access control
  • supports integrations with other systems
    • accounting
    • stock control
    • social networks
    • websites

 

WORKFLOW AUTOMATION

In this context, a workflow is a automated series of recurring tasks and/or processes.  The automation capability in modern CRM systems varies greatly, from basic auto-responders for prospects to complex business workflows. The scope for workflow automation is almost limitless from marketing through to after-sales service.

CRM supports workflow which can:

  • speed up the decision-making process
    • prompting for action
    • requesting authorisations
    • providing early warning of key issues to staff/ management
  • improve sales efficiency
    • contacting prospects at various stages according to their previous responses
    • directing new prospects to appropriate salespeople
    • triggering internal/external responses to requests or changes in circumstances
  • improve administrative efficiency
    • handling repetitive tasks
    • assigning tasks (e.g. when staff member off sick or on holiday)
    • reducing error
    • prompting, reminding etc.
  • support business rules (i.e. what data can and cannot do in different situations)
    • showing error messages if data falls outside accepted parameters
    • entering default values if no data entered
    • making further related fields visible when specified data entered
    • enforcing mandatory fields where necessary
    • enforcing data entry for mandatory fields at specific stages of a process*

*  Some fields may only be mandatory at progressive stages of a process, not necessarily at the point of first entry.  For example, in a Leads record, to move from cold lead to warm lead, a full name, address and telephone number may be needed.  Subsequently, to progress to a hot lead, additional information may be required, such as an email address, decision maker’s name, specific product requirements etc.  This capability is a powerful way of guiding users through a process and helping the CRM to work for, rather than against, them.

 

COMMUNICATIONS

The internet is awash with some excellent intra/inter-company communication & collaboration software options (e.g. Basecamp, Asana, Wrike, Twist, etc.).  The available functionality is extensive and likely to be more so than even a top CRM system will provide.  However, it is worth considering which of this functionality is actually of any use to you.  More often than not, the communications requirements of most businesses fall comfortably within the capabilities of the best CRM systems available.  Further, there are definite benefits to utilising built-in communications rather than trying to integrate third-party software.

For instance, CRM will provide:

  • internal communication & data sharing
    • linking tasks, meetings, emails & events to leads, opportunities, projects etc.
    • sharing a full spectrum of information with all users
  • external communication & data sharing (i.e. as for internal above but also encompassing…)
    • customers
    • suppliers
    • other stakeholders

Examples of how CRM can improve communications:

  • Call management
    • capable of integration with TAPI compliant telephone software
    • records calls, times, content, prompts etc.
    • calls can be made directly from CRM
    • callbacks viewed daily
    • priority calls presented
    • notes recorded while on call, via dashboard
  • Email integration
    • two-way synchronisation of user emails, calendars, contacts etc.
    • admin access to user emails
    • admin access to calendars
    • data entry via email client or CRM
    • user-friendly
    • mobile access

 

DOCUMENT MANAGEMENT

(documents, templates, forms, spreadsheet tools etc.)

Typically, a company will, over time, create a multitude of documents, templates, forms, spreadsheet tools (“elements”) etc.  These will be created by a growing list of employees, past and present, and they will be secreted in various corners of the company’s I.T. ecosystem.  The outcome is that the company will probably ‘just get by’ managing their elements.  But Operations look for excellence so, with regard to documents, the following issues should be considered:

  • Where are they?
  • Are they version controlled?
  • Who can access them?
  • Are they consistent with the corporate brand image?

The centralised nature of CRM lends itself to providing a professional method of managing documents, templates & forms.  Version control becomes straightforward because the location is standardised and access to create, edit and distribute them can be controlled.  In turn, the company portrays itself as professional and in control.

CRM supports professional document management:

  • All elements are stored on a single server
    • version-control is manageable and efficient
    • consistency is assured across all elements to enhance a professional image to external stakeholders (e.g. designs, layouts, colours, fonts etc.)
  • Access control is managed closely
    • correct permissions can be applied to edit & distribute all elements

OTHER

The ‘other’ functionality may or may not contain key features of a CRM system in the sense that they may not apply to your your business.  You can’t identify from the outset everything that you are likely to need at a later stage.  Therefore, it makes sense to consider CRM systems which offer the most ‘unforeseen’ functionality now.

e.g.

  • contract management
    • creating, monitoring and processing contracts
  • after-sales/cases management
    • maintaining an efficient helpdesk for customer enquiries
  • corporate wiki
    • providing customers with quality, searchable product information
  • sandbox
    • trialling structural changes or implementing training programmes without affecting live data
  • social media management
    • centralising control across social media platforms

2. Bolstering Sales

(or click here for shorter version)
CRM systems support the sales effort in the following areas:

  • Marketing
  • Sales & Operations – Working Together
  • Sales Funnel Management

MARKETING

Nowadays, the centre of gravity of marketing effort has shifted towards highly targeted digital methods (e.g. websites, direct marketing through Facebook Ads, Google Ads, etc.).  The need to develop systems and operational processes has become even more significant. It’s all in the detail.

Behind the traditional marketing responsibilities such as product testing, budgeting, research, product launches, promotions, procurement, etc., there is a need to achieve operational marketing efficiency.

CRM can support this marketing efficiency in three main areas:

  • Managing marketing processes
  • Maintaining brand integrity
  • Managing marketing data

 

Managing Marketing Processes

a) Creating processes

  • automatically receiving leads from websites
  • acting as a front-line lead generation tool
  • segmenting data to create tailored, personalised email content for automatic distribution
  • collecting purchased data and segmenting automatically for delivery to salesforce
  • providing the basis of an efficient outbound telemarketing platform
  • providing automated platform for repeat purchase, upselling, cross-selling and referrals

b) Tracking processes

In addition to those mentioned in Promoting Business Intelligence later;

  • marketing campaigns are monitored and evaluated against predetermined KPI’s
  • regular and extensive analytics are carried out on website performance
  • lead generation techniques which provide the most cost-efficient conversions are highlighted

“If it can’t be measured, it can’t be improved.”

c) Improving processes

  • updating customer journey workflows at any time
  • increasing levels of automation within the lead generating process

 

Maintaining Brand Integrity

(here ‘brand’ may refer to your persona, your products and your corporate identity)

Your ‘brand’ value is a mark of how keen customers are to deal with you as a business and buy your products. The trust you earn needs to be reinforced through the uniqueness and consistency of all branded material e.g. references to your USP, trademarks, logos, brand names, brand colours, visual assets, brand ‘voice’, fonts and layouts.

Typically, these could be product labels, product packaging, websites, vehicles, emails, letterheads etc. and must be consistent throughout the customer journey with your company.

CRM can protect brand integrity by centrally controlling…

  • distribution of brand literature
  • design, layout and distribution of invoices, sales orders, quotations, etc.
  • design and usage of email signatures

 

Managing Marketing Data

As in all operational areas, marketing data needs to be nurtured.  Data is a ‘living’ entity; as new data is welcomed in, obsolete data should quietly be shown the backdoor. Current data needs regular sense checking, gap filling and cleansing. The sharper and more accurate the data, the more powerful the outcome of using it.

The centralised nature of CRM allows it to keep marketing data secure, control access and clean data.  For more information, see Maximising Resilience further down.

 

SALES & OPERATIONS – WORKING TOGETHER

Business functions must work together to keep objectives on track and in harmony.  This is particularly relevant to Sales and Operations. 

 
CRM systems can play a major part in this harmony by supporting:

  • Sales & Operations Planning
  • Communication

Sales & Operations Planning

The key to good planning is good data and, ideally, integrated data.  Integrated data ensures a universal language.   Integrated data saves time matching cross-department forecasts and simplifies ongoing performance tracking, sales forecasts, production demand, cashflow forecasts, headcount, stock control etc.

CRM systems will…

  • manage fully integrated Sales and Operations data
  • produce complex and meaningful reports in real-time

Communication

A harmonious Sales and Operations relationship relies on communication at all levels and at all times.  Formal and informal.

CRM provides supports this communication by providing controlled access to information such as….

  • customers’ product delivery/order fulfilment progress
  • progress of sales leads/opportunities
  • current contact and account details

Importantly, this information is available remotely in real-time through mobiles and tablets.

 

SALES FUNNEL MANAGEMENT

The sales funnel is a visual representation of the flow of leads, prospects, opportunities and, ultimately, customers throughout the sales effort.    A well-managed sales funnel ensures efficiency throughout the process. 

CRM systems support the core sales effort in three key ways:

  • Administering leads
  • Nurturing prospects
  • Tracking performance

 

Administering Leads

  • automating entry efficiently from a variety of sources
    (e.g. website, online forms, etc.)
  • prioritising the hottest leads for the salesforce
  • ensuring the salesforce receive leads efficiently to maximise lead performance
  • tracking leads automatically throughout the process to provide quality performance feedback
  • auto-monitoring real-time lead-burn rate to accurately predict ongoing lead top-up
  • ensuring salesforce input information at each relevant stage to maximise data collection

 

Nurturing Prospects

  • facilitating a formal weighted stage selling process to maximise the ability to prioritise leads and accurately forecast
  • running pro-active marketing campaigns (e.g. direct mail, newsletters etc.) to maximise lead conversion rates
  • automatically responding to ‘prospect touch points’ and tailoring responses to maximise lead conversions
  • preparing quotes and proposals easily, accurately and with real-time information to demonstrate professionalism and minimise the opportunity for error
  • providing accessible prospect data to Operations and other departments in real-time, to maximise cross-department input to the sales effort

 

Tracking Performance

CRM can provide accurate and real-time data, easily accessible and in a form that considers visualisation, accessibility and metrics.

Visualisation
combining that ability to produce quick, easy and reliable charts, reports & dashboards with the ability to export to Excel (or similar)

Accessibility
ensuring that the above visualisation is easy to reach, can be seen cross-department, is easy to process and available to salesforce remotely for reading/editing in real-time.

Metrics
tracking meaningful and measurable parameters to assess ongoing business performance.  Typically these may include total leads/opportunities, average value of a lead, sales stage duration, win:lose ratio, sales commissions, sales performance v forecast, margin performance v forecast, performance by territory/geography and so on.

CRM - Bolstering Sales
 

3. Enhancing Customer Engagement

(or click here for shorter version)
CRM has raised customer engagement capability to a new level by bringing company data together into a single server (e.g. marketing, sales, production/product delivery, after-sales service etc.) and by providing tools to analyse and present this data accurately, visually and in real-time.  The net effect is seen in three distinct areas:

  • Building Relationships
  • Brand Consistency
  • Continuous Improvement

 

BUILDING RELATIONSHIPS

Enhancements to the key features of a CRM system recently have involved helping business to build those essential ‘cradle to grave’ relationships with prospects/customers.  It will record all customer interactions (telephone, text, email, social media, etc.) chronologically and in real-time for all users to see at any time.  Anyone in any department can respond to a prospect/customer query safe in the knowledge that they are picking up exactly where the customer left off.

CRM makes possible….

  • seamless responses to inbound customer/prospect queries
    i.e. whoever picks up the call from whichever department can continue the conversation with the customer/prospect
  • out-of-hours service provision to coincide with customer/prospect working hours
  • a full range of methods of communication to suit customer/prospect
    e.g. telephone, text, email, facebook, twitter, linked-in and all other relevant types of social media, online case management, etc.
  • access to comprehensive, easy to search knowledge base to inform quickly and easily
  • personalised communication of all types to the individual customer/prospect

 

BRAND CONSISTENCY

If customers are to believe they are building a relationship with a single entity, it must look like a single entity as well as sounding like one.  The hard yards gained building a brand image consistent with the sentiments of the corporate mission statement amount to little if they are not executed consistently throughout the customer journey.

The reality is often a spectrum of branded documents held over multiple servers, controlled by various users and distributed by everyone and anyone.

CRM facilitates…

  • control of a full suite of branded documents through integration into a single server.
    e.g. letterheads, invoices, quotations, brochures, sales material, promotional material, email templates, social media templates, etc.
  • version control managed by a single user or users according to required access control conditions.
  • The prospect/customer will then only ever see a fully brand consistent range of documents on their journey with the company.
     

    CONTINUOUS IMPROVEMENT

    The Japanese word “Kaizen” means “change for good. In this context, the sentiment is that of striving to improve what you have, seeking to turn excellent into excellent plus one.  This is as true for customer engagement as it is throughout the rest of the business.

    But, if you can’t measure it, you can’t improve it.  So, as guardian of the company’s data, CRM can present customer engagement metrics in an easy-to-digest, meaningful format (in real-time of course).

    Typically these metrics may include: time to respond to inbound communication; time to resolve issues; no. of customer/prospect complaints; survey feedback; returns and late deliveries metrics; average social media interactions; social media likes; retweets; comments; email click-through rates; average time spent on website; etc.
     

4. Maximising Resilience

(or click here for shorter version)
As stated in What Can CRM Do For My Business, resilience is the test of the business’ ability to act and respond quickly, decisively and securely to all eventualities.  The three areas that CRM can support effectively are:

  • Carrying out business anywhere
  • Data security
  • Access control

 

CARRYING OUT BUSINESS ANYWHERE

All sizes of company now embrace the concept that business really can be carried out anywhere, made possible by advances in technology.

The motivation for this adjustment may be due to a rise in globalisation, push for efficiency (premium nature of office space, travel costs etc.), higher staff expectation of quality of life and the need to protect the company against the effects of strikes, cancelled transport, weather, fire, flood and so on.

CRM provides access for critical staff and management to the central server, in real-time, 24 hours a day via home laptops, mobiles, tablets etc. to access all customer-related activity; e.g. contacts, accounts, leads, opportunities, product delivery/orders, reports, updates etc.

 

DATA SECURITY

Businesses often overlook data security.  It is extraordinary that something so important could be left to chance.  Every day we hear of breakthroughs in data science while Russian techies hack our bank accounts and Facebook help themselves to our personal details.  Like an old friend, you won’t know how much you miss it until its gone!

There are simple steps that can be taken to enhance data protection.

CRM systems can take the strain with most of these steps…

  • supporting the individual/ team responsible for managing data efficiently
  • automating the practice of backing up at least twice daily in at least two different geographic locations
  • protect against malicious programme attacks (e.g. viruses, trojans, DDoS attacks, etc.)

 

ACCESS CONTROL

Managing user access across a range of software is difficult.  The net result is often that either users can’t access what they need while administrators are powerless to prevent them from accessing areas they shouldn’t!

CRM systems provide excellent solutions for managing access control by…

  • providing the means for a user or team to control access centrally
  • providing granular control over who can view, edit, create & delete data records, fields etc.
  • restricting the export of data according to agreed parameters to protect a primary asset of the company
  • facilitating re-assignment of records between users quickly and securely

 

5. Promoting Business Intelligence

(or click here for shorter version)
CRM stores the data so it must provide the means to produce Business Intelligence for all stakeholders in tailored and clear to understand formats.

CRM will typically facilitate Business Intelligence through …

  • Reporting & Metrics
  • Dashboards
  • Data analysis
  • Pro-active business information

 

REPORTING & METRICS

The ability of a business to create real-time reports across the full spectrum of business activity quickly and easily is of paramount importance. 

Marketing departments profile potential customers based on feedback from the salesforce.  Finance departments assess cashflow requirements on a daily/weekly basis.  Sales teams need to know in real-time which prospects are emitting buying signals to follow through at the right moment.   Logistic teams need timely information on current orders to ensure efficient fulfilment.  Meanwhile, the directors will demand to see all of this data integrated into meaningful summary reports to make quick and informed decisions.

Typical CRM system reports may relate to call tracking, email tracking, lead tracking, opportunities, sales, turnover, gross profit, costs, cashflow forecasts,  timelines etc.

CRM reporting will ensure…

  • quick and informed decision-making facilitated by a full spectrum of meaningful reports, the extent of which may only be limited by your imagination
  • accurate, real-time data to enhance the quality of management information
  • easy and quick production to encourage a regular flow of information to decision-makers

 

DASHBOARDS

When used well, dashboards can provide concise, valuable, real-time and easy to read information usually relating to key metrics and performance against objectives.

A respectable CRM system dashboard should:

  • reflect the key metrics and objectives of the company
  • be pleasing on the eye and easy to read
  • allow the user to drill down to the detail directly
  • allow users to tailor the view to a granular level

 

DATA ANALYSIS

Beyond the fundamental capability of producing day-to-day, month-to-month reports, data analysis digs deeper to look more to the future. In an age where data mining and artificial intelligence are gaining prominence, the ability to dig deeper has never been greater.  If you don’t dig deep, your competitors almost certainly will.  Ignoring this emerging technical capability isn’t an option.

Data analysis must always aim to provide information to help management make informed decisions.  It is worth reflecting on, “Has the use of business intelligence made a direct, positive impact on decision making and – ultimately – performance?” If not, something needs to change.

CRM can produce meaningful data analysis…

  • to help management reach quality informed decisions
  • which is considered reliable to a high level of confidence
  • that is accessible in real-time

 

PROACTIVE BUSINESS INFORMATION

Ongoing performance must be regularly assessed against targets and objective.  This information helps to inform good management decisions based on ongoing performance deviations from the plan.  It is also crucial that this information is delivered as near real-time as possible.

CRM systems can deliver pro-active, accurate, sometimes complex and real-time performance data against pre-defined metrics.  Rather than users creating individual reports from time to time, required feedback is pre-set into the system to automatically provide timely and essential information about the status of key parameters against target.

Typically these will produce automated reports or flags when performance drifts against business plan.  Parameters may be diverse and relate to gross profit, conversion rates, delivery times, average debtor days, telesales call rates, outstanding customer queries, late payment monitors and many more.

CRM - Promoting Business Intelligence

I hope you have found this summary of the key features of a CRM system helpful. If you have recognised exciting opportunities to investigate introducing CRM to your own business as a result of a better understanding of what CRM is, what CRM can do for your business both in outline and detail, you may be ready to investigate how to implement a CRM system in the most effective way.  There are many potential pitfalls at this stage and I would encourage you to dig deep on this subject before making a decision to go ahead.

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Steve Winduss
passionate to help small businesses maximise efficiency and profits.

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