INDUSTRY ISSUES
Choosing a CRM System for Your Business
By Jill Odom
YOU’VE STARTED YOUR BUSINESS AND YOU KNOW A customer relationship management (CRM) system is a must-have as your business grows. But how to choose the right one? CRMs allow you to keep track of your interactions with all your customers, improve communications between sales and production teams, find and keep new customers and much more. If you’re feeling overwhelmed by the number of options when it comes to CRMs, here are some of the questions to ask to narrow it down as well as a look at a few green industry CRM systems that are available.
QUESTIONS TO ASK
First, you need to define your goals and objectives. What problem is the CRM trying to help solve for your company? Do you need something that is all-in-one or a more basic system that keeps client information organized and tracks sales opportunities? Once you have determined your company’s needs you can narrow down the options significantly. Another question to ask is who is going to use the CRM and how many users do you need? Depending on the CRM provider, pricing can vary in a number of ways but one pric- ing model is by the number of users. If you want your whole staff to access this system, it’s important to keep that factor in mind. You also want to talk to your team to find out what features matter most to them and ensure you get buy-in before purchasing any system. Tied in with user adoption is how do you plan to integrate this system with your current operating processes? If work- ing the CRM into your current process makes it too time- consuming, it is less likely it’ll actually be used. You also need to ask if the CRM you are interested in is compatible with the current software you use. Because a CRM is meant to streamline your operations, the last thing you need is another place that you need to update data all the time. Your CRM should integrate with your website, web forms for new leads, billing and more.
Last, but definitely not least, is what is your budget for a system like this? Depending on all the features that are in- cluded with different CRM options, your budget might have a range as to how much you’re willing to pay for this tool.
34 The Landscape Professional //July/August 2021 FEATURES THAT MATTER
Depending on your specific needs, you may know exactly what CRM feature is paramount for your business but below are some other aspects you need to factor into your search. Mobility – You and your crews are often out in the field so it’s important your CRM is cloud-based so customer information is available at all times on any device.
Usability – If a CRM is too complex or has a very steep learning curve, chances are your employees will not use the system. Look for a system that is intuitive and us- er-friendly to ensure your team will actually use this tool.
Scalability – If you’re looking for a CRM, you’re probably growing, and you need to find a system that can grow with you. Check to see if the CRM you’re interested in handles bigger client structures and if it charges for additional users.
User Permissions – Customizable user permissions are an important feature to look for if you want your whole team using the CRM on some level or another. You want to make sure you can limit which users can access and change things in the system.
Support and Training – Does the CRM provider offer any support after you purchase the system? Training is important for achieving CRM adoption and helps ensure everyone is on the same page. If you want reliable sup- port for any issues that come up, make sure they have a technical support team already in place.
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