As you know, we run a lot of workshops and training to educate businesses about what a CRM system is and the benefits of using a CRM system to manage your customer database and client interactions. One of the biggest hurdles for a small business is to find the capital to hire someone to set up a CRM system for them.
We know what it is like to be an up and coming small business and not have the funds to set up systems to help automate manual processes. It’s like a chicken and egg situation, you need a CRM to automate manual tasks to free up your time so you can work on your business not in it – been there and done that!
That’s why we have decided to reveal the steps that we go through with our clients to set up their CRM system so that you can do it yourself! In Part I of this article we explained the first four steps. If you missed this article, click here to read it now. We will now go through the next steps to set up a CRM system for your own business!
4. Select the right CRM tool/system
There are hundreds of CRM tools on the market. Here are some of the popular ones.
We won’t go into detail of what these tools can do here. However, if you need advice on the right tool for your business, feel free to contact us.
5. Develop or create new processes
Once you have developed your CRM strategy, figured out what your current processes are and selected a tool, the next step is to develop or create new processes that can now be handled by the CRM system.
For example, let’s look at our earlier process of handling an email enquiry.
With a CRM tool, the process now looks like this:
Basically the process is saying that that there are two scenarios.
- The Normal scenario is when an email enquiry comes through, it gets automatically “pulled” into the CRM system as a task which is ‘open’. Once the email is attended to, the task is closed. If it isn’t replied in ‘x’ hours, it gets red flagged.
- The Alternative scenario is if the email needs to be referred to another staff member. The task gets reassigned and again if the email is not replied within ‘x’ hours, it gets red flagged.
Here is another example of a ‘Before’ and ‘After’ process for a phone enquiry.
6. Configure Your CRM tool
The next step is to configure your CRM tool to handle your processes as well as importing your existing client database (if it exists). Its always good to export your existing database to an Excel sheet saved as a ‘CSV’ file as most CRM system can only import these types of files.
Some of the common steps to configure a CRM tool for your business are:
- Upload company logo to be used on quotes and invoices
- Add custom fields to capture your customer profile information (if they don’t already exist in the CRM tool)
- Segment your contacts into types/categories to help identify them better and get targeted reporting. Example of categories could be Clients, VIP Clients, Suppliers, Government etc.
- Setup automated workflows for eg to to automatically respond to email enquiries and automatically notify the relevant people
Here is an example screenshot of a system where we have set up an automated email to be sent to a potential customer when they send us an enquiry through our website which is integrated to our CRM system.
7. Train your people
The next step is to train any staff who will be using the CRM tool.
Make CRM a part of your business culture explain to your staff that ‘The customer is KING!
Explain the benefits of using the CRM system eg.
- Will help them to automate their normal tasks, saving time
- Auto responding to website enquiries, etc
- Make it easier to track customer interactions
- Central place for customer data at their fingertips
8. Measure and Improve
The final step is to measure and improve. Identify key metrics you want to track for eg.
- No. of responses per marketing campaign
- No. of sales per marketing campaign
- Which products/services sell better
- Resolution time for complaints
- Use enquiry data
Create FAQs to put on your website from common enquiries
Use feedback/complaint data to improve your customer service, products and services and to put in preventive measures.
So there you have it! Eight simple steps to set up a CRM system of your own!
Wishing you the best of luck in your CRM journey!