CRM software features
Customer relationship management (CRM) software offers a wide range of functions, many of them very advanced. It is important to take into account the real needs and expectations of your business, which will differ depending on the size of your organisation and the type of business you run.
CRM software according to the size of your business
Whether you're a major account or a very small business, your customer relationship management needs will differ. With a totally different number of customers, the processes put in place are also very different.
If you run a very small business or an SME, you probably won't have an extravagant budget to invest in CRM software with very advanced features, and you'll be more likely to opt for a freemium or a reasonably priced but more limited subscription .
For larger companies, on the other hand, very comprehensive and scalable CRM solutions may be necessary. Similarly, analyses, contact management and e-mailing will be on a larger scale and will require software with advanced features.
Differences between B2B and B2C databases
B2B (Business to Business) companies often have a much smaller database than B2C (Business to Consumer) companies. Working with a panel of companies, B2B companies will have fewer entries in their database. On the other hand, it will be more complex because companies are often more demanding than a customer from the general public. The base is smaller but no less vital. Corporate clients are more profitable and invest much larger sums in a project. But they also require more detailed work and a more meticulous relationship. It will therefore be important to automate less the exchanges between you and the company. Relationships will be established by salespeople who are up to date with the company's expectations and who will take the information from the CRM software database.
In this type of B2B business, it is essential to be familiar with the various players and the interactions between them. This is much less convincing and necessary in B2C. Quite often, the database in the customer relationship management software of B2B companies has to be filled in manually. It is therefore based on data that your company's employees will have to contribute regularly in order to complete the information in each company's file. Employees therefore need to be more involved, but they are also the main users of the database. In a B2C company, the records are filled in automatically according to the information supplied by the customer or prospect when opening an account, placing an order or talking to customer services.
Define the essential functions
Take the time to assess your company's needs and options. For B2B companies, it may be a good idea to opt for customer relationship management software that allows you to leave comments rather than enter figures, which will be less relevant in the context of a more human relationship. Draw up a set of specifications that will show you whether the software you are going to invest in needs to manage invoicing, whether the workflow can be configured and whether you need to send automated personalised replies. It's up to you to decide whether the basic functions of CRM software (contact management, duplicate management, e-mailing, etc.) will suffice for your needs, or whether you'll need to call on specific, more advanced functions.
Article translated from French