CRM-system (Customer Relationship Management) is not just a contact storage program. This is a tool that helps organize work with customers, build sales processes, increase the level of service and not lose potential profit.
For small and medium -sized businesses, the implementation of CRM often seems expensive, complex and frightening process. In fact, If you approach the task step by step , you will receive powerful support for the growth of the company - even with a small budget and a team.
Step 1: Determine why you need CRM
The first question to be answered honestly: What problem do you want to solve using CRM?
Examples of typical tasks:
- “We forget to call the client - we lose sales”;
- “There is no understanding of how many applications are in the work and who is responsible for what”;
- “I want to see a sales funnel and analytics on managers' effectiveness”;
- "Clients information is scattered on tables and chats."
Important: CRM is not "for a checkmark." She should have a specific goal, backed up by business needs.
Step 2: fix the current processes
Before you configure the system, you need to understand:
How do you work now?
Make a simple scheme:
- What stages the client passes (for example: application → Call → Presentation → Contract → Payment);
- Which of the employees is doing;
- where errors, delays, losses occur.
Even simple visualization will help to see where automation is needed, and where - transparency .
Step 3: Select a suitable platform
There are many CRM systems-from free to powerful corporate solutions. But it is not necessary to take the most expensive.
For small and medium -sized businesses are suitable:
- Fast cloud solutions (Bitrix24, AMOCRM, HUBSPOT);
- Flexible Open-Source platforms (if there is a technical specialist);
- Industry CRM (for example, for real estate, car dealerships, services, etc.).
Choice criteria:
- ease of interface;
- cost of ownership;
- Integration support (telephony, site, messengers);
- The presence of automation and reports.
Step 4: Start with a minimum
Small business often tries to “shove everything at once”: complex fields, ten funnels, hundreds of scripts. As a result, the system becomes bulky and frightening.
Better to introduce The minimum viable version (MVP):
- one funnel;
- basic statuses;
- Client card with key information;
- A couple of automatic reminders.
Task - Start using , and not immediately automate everything in the world.
Step 5: Teach employees and explain why this is needed
Even the most convenient system will be useless if no one uses it. Employees may be afraid of innovations or consider CRM "extra bureaucracy."
What needs to be done:
- show how CRM simplifies their work (and does not complicate);
- conduct short training and answer questions;
- set the templates to save time on the routine;
- Explain that CRM - not control, but help .
Step 6: Analyze and modify
After starting, it is important:
- look at analytics (funnel, sources of applications, conversion);
- collect feedback from the team;
- adjust the structure and scenarios;
- introduce new functions as the company grows.
CRM is Living tool which is developing with the business.
Conclusion
The introduction of CRM in small or medium-sized businesses is not a large-scale IT project with a million budget. This is a sequential process, the purpose of which is to make work with customers understandable, transparent and effective.
If you start with a simple one and adapt the system for your real needs, you will receive a reliable platform for the growth and control of business - even with a small staff and limited resources.