CRM implementation is a way to make employees work more efficiently. CRM systems record a client’s request from each channel: a call-back request, an application from a website, an application in a chatbot, an incoming call.

To choose a quality CRM, you need:

• Audit the work of the sales department, identify problems
• Determine the required functionality
• Describe all possible business processes, create funnels
• Spend a test month with employees

In addition to the main criteria based on the client’s problems, there are just things that are important for the convenience of work: a customizable interface, differentiation of user roles, history of editing a client card, the ability to add and disable functions, integrations with third-party applications: IP telephony, mailers, social networks.

The system needs to be tested in a real workflow. This will help you understand how clear it is, whether it has all the necessary functions.

System testing was successful if the efficiency of working with it is greater than before it was used, and the processes are more transparent. The most important thing in implementation is that employees should be comfortable working with CRM. If it turns out that it is inconvenient, it is better to spend time testing another option than to spend money on buying and implementing and after a couple of months find that everyone is working bypassing CRM.

After you have decided on the system, you need to fully configure it (fields, labels, responsible managers, integrations), define the rules of work, train employees, explain the philosophy of working with it and show them the benefits of innovations in their work, discuss with them the goals of department automation.

What is CRM Marketing?

CRM marketing is personalized marketing communications with existing customers based on customer data analytics.

If a CRM system is about sales, then CRM marketing is about studying and meeting customer needs. This is a change in the style of doing business: from advertising products to an uninterested audience, we go to understanding the needs of our customers and selling each of them exactly what he needs.

To increase the efficiency of communication, you need to test, combine various channels without getting hung up on one thing. These are communications via SMS, Viber, Email, Push notifications. We stop focusing on individual channels and focus on which channel is effective.

If the email is debugged and working, we send further letters. If the target does not read them, we turn our attention to push notifications, send SMS, test Viber mailing. If the client doesn’t open or buy anything at all, we try to return it (reactivation). If there is no reaction, we stop communication.

For effective communication, you need to study your customers and understand what to sell to each of them. Now you know how to successfully plan work with clients, from the selection and implementation of a CRM system to the importance of personal marketing with a modern audience.