As a small retail business, you might be wondering how a customer relationship management (CRM) system works and how it would even fit into your business.
Essentially, a CRM system is just a large database. Don’t be fooled by jargon talk from marketer’s and makers trying to sell you their wares. Look out for buzz words like “Social CRM” or “Workflows”. Most of the CRM systems available can do amazing things, especially if you’re looking to integrate one with Xero.
But none of these features and analytics will do you much good without the most important aspect – your data.
CRM Systems = Database
As we’ve mentioned, CRM systems are large databases. That’s it. You might have different variations on how it’s hosted, but essentially, it’s just collecting data from your team.
Where CRM systems can fail is when people forget that they are just a database. While it’s great to have all the bells and whistles, if your CRM system can’t provide you with the basic functions of capturing your data in a meaningful way, then it’s pointless going any further.
Data should always be the first priority of any decent CRM system.
Here’s What You Should Look For:
- Simplicity. Great CRM systems are simple to use and access. They will focus on things like contacts, accounts and opportunities. The user interface is clean and integrates with other systems like Xero, only when needed.
- Security. Great CRM systems will provide you with customisable permission levels within groups and teams. Lookups will be assigned to every field so data entry is not forgotten. Audit trails are set in place and only data that needs to be visible is shown. They provide great training and support when you need it.
- Dedicated Administrator. No matter how many people are accessing a CRM system, there needs to be an assigned database administrator. This person ‘owns’ the data. They look after it and make sure there is no missing information and no duplication of data. They know their stuff and are all over fields that haven’t been updated. They are called a power user. Fail to have one of these and your CRM system will fail also.
Make sure that your CRM system is set up properly in the first place and then ensure it’s maintained properly.
If you’re looking for a CRM and cloud accounting system for your retail store or business, get in touch with our team today.