As people-focused businesses, data collection and proper data analytics are crucial to driving how you market, sell and serve your customers. Each interaction with customers contains crucial data that will help you continuously improve your operations. Customer Relationship Management (CRM) serves as the central hub for collecting critical data in this digital age.
Let’s face it, far too often entrepreneurs make really impactful decisions not backed by data. According to Janine Fletcher-Taylor, Marketing Services Manager at the Jamaica Business Development Corporation (JBDC), “This hit or miss approach is dangerous.”
It’s one thing to collect data, (because a spread sheet could do that too) and it’s another thing to analyse that data, make data-driven customer-centric moves (market, sell, service), and track the performance of these initiatives in real-time.
The Entrepreneur Weekly is here to share with you how CRM systems supercharge your marketing, sales, and service efforts.
Here are some CRM tools recommended by Forbes Advisor, each with their unique flair.
- HubSpot: is a popular choice for businesses just getting started on their customer relationship management software journey. With a clean dashboard centralizing all your important CRM tools, HubSpot makes your data easier to find.
- Zoho CRM: offers everything you need to manage your sales pipeline and grow your business. It allows businesses of all sizes to customise their process, create sales workflows and leverage
- Freshsales: built-in lead capture forms allow you to easily gather information from potential customers on the web. Then, track leads through your sales pipeline and convert them into opportunities and customers. powerful reporting.
- Salesforce: is the titan of CRM software. Salesforce is packed with robust features and customisation options, making it ideal for businesses of all sizes.
- Agile CRM: automates complex marketing tasks, offering a lifeline to small businesses where resource constraints are a daily reality. The essence of the platform is to ensure that limitations in personnel don’t translate into restricted marketing capabilities.
This list is by no means exhaustive. Feel free to research and find a CRM tool that is a match for your business.
How Does CRM Help with Marketing?
Marketing is all about reaching the right audience with the right message at the right time. That means knowing your customers and potential customers. CRM collects and organizes data that can tell you everything you need to know about your customers’ preferences: Which products they love, what they’re looking for, the messages that tell them what they need to know, and where you’re still missing the mark.
- Segmentation: Organise your audience based on various criteria like age, location, buying behaviour, etc. Zoho CRM, for instance, can automate this process.
- Personalised Campaigns: With CRM, you can tailor your messages to fit individual customers. Personalised emails, offers, and recommendations are just a click away!
- Analytics and Insights: CRM provides you with powerful analytics to understand which campaigns are working and which aren’t. Salesforce offers comprehensive dashboards that help in tracking and fine-tuning your strategies.
How Does it Help with Sales?
Data drives the sales process. CRM improves sales by organizing customer information, data, streamlining communication, and providing insights for targeted marketing. It is the framework on which you can optimise your lead generation funnel (Forbes).
- Lead Management: Track and manage leads effectively. You can see where each lead is in the sales funnel, making follow-ups timely and relevant.
- Automated Workflows: CRMs like Zoho automate repetitive tasks such as sending follow-up emails, updating records, or setting reminders.
- Sales Forecasting: With insightful data, CRMs can help forecast future sales, enabling you to make informed decisions and set realistic targets.
- Collaborative Selling: CRM systems ensure that everyone on your sales team is on the same page. Salesforce, for instance, allows for seamless collaboration with shared data and communication tools.
How Does it Help with Customer Service?
Customer service is where businesses often make or break their reputation. A CRM ensures you build strong, lasting relationships:
Customer Support Management: Track, prioritise, and resolve customer issues efficiently. Both Zoho and Salesforce offer integrated support ticket systems.
Customer Feedback: Collect and analyse feedback to continuously improve your products and services. Salesforce offers robust tools for surveys and feedback loops.
JBDC & the Digital Jamaica Project
The JBDC through the Digital Jamaica Project is empowering local businesses to leverage the digital tools like CRMs. A survey conducted by the JBDC revealed that only 32% of the MSME sector is aware of digital technologies and understand their benefits, while a staggering 6% of local MSMEs use tools like CRM. This low adoption can hinder the ability to build strong customer relationships and capitalise on customer data insights for business growth.
JBDC’s role in the Digital Jamaica Project, is to strengthen the capacity of entrepreneurs, through training by the experts to drive utilisation of business enhancing digitally technologies. Ultimately, increasing efficiency, competitive advantage. Grow with JBDC, while we challenge MSMEs to digitally transform. Don’t forget to check out more about the JBDC’s initiatives that are designed to DRIVE Jamaica’s MSMEs ‘From Concept to Market’!
