What SMBs Should Look For in a CRM

CRMWhen it comes to running a business of any size, building a relationship with your customers is essential to success.

A CRM (customer relationship management) tool is a key piece of software that promotes relationship building and improves organization for your sales and marketing processes. With it, you can analyze and assess every piece of customer-facing data your company collects, organize and streamline buyer journeys, and customize the buyer journey.

The fact is, consumers expect companies to provide service that’s both individualized and personable. While these expectations aren’t limited to retail or e-commerce, recent data collected by Accenture shows that more than half of customers are more likely to do business with a company that:

  • Recognizes their name
  • Knows what they’ve purchased in the past
  • Can make customized recommendations based on purchase history

It may be possible to keep track of this kind of information using Word documents, spreadsheets, and so forth during the early stages of your business.

But as you scale it becomes difficult, if not impossible, to maintain this kind of data by hand (trust us, we tried it). Things can, and will, start falling through the cracks.

In this article, we’ll discuss the main functions of a CRM that SMBs will find valuable, as well as some of the more advanced features to help you determine the best CRM tool for you.
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