Manually keeping track of customer details is messy, inaccurate and difficult to share with fellow employees. SANDRA SWANEPOEL, Vice President, Mid-Market Africa & Middle East at Sage, gives some advice on when to invest in CRM.
As a startup, you may have had a ‘little black book’ where you noted the names of your most important customers and their key details, like what sort of products / services they usually buy from you and the last interaction you had with them.
As your business began to grow, you may have started to capture you client’s contact details and other account information on spreadsheets to track them.
Manually keeping track of your customers – who they are, what they buy, and when last a company rep from your company spoke to them – makes it difficult for people in your business to share information across the team.
You also can’t be sure that everyone is keeping customer records up-to-date or that everyone has access to a uniform set of information. Or you might have a situation where your sales and service team keep a lot of customer information in their heads rather than recorded in an electronic database.
This is where customer relationship management (CRM) can help – it is a must-have tool for any business with a growing customer base in a market where your customer experience is what sets you apart from the competition.
What is CRM, actually?
CRM is software that you can use track your customer relationships over their lifecycle. It provides you with a single, central place to store your customer data as well as the tools to analyse your relationships with each customer.
You get CRM software designed for businesses of all sizes and specific industries. Some of the basic features you will find in a good solution include the following:
- Customer data: the ability to manage basic customer details such contact details.
- Contact management: the ability to track and plan interactions with customers, such as a site visit by a sales rep or a routine maintenance call from your service team.
- Marketing: tools to segment your customer base and manage and automate multichannel marketing campaigns across social media, mail, email and the telephone.
- Sales: lead generation and tracking, quotation management, territory management, and other features to empower the salesforce and track their performance.
- Service: functionality to manage service interactions such as helpdesk support, service tickets, service level agreements and service planning.
- Analytics and reports: these help you to analyse customer behaviour and profitability, the sales funnel, salesforce performance, sales opportunities, and so on, so that you can maximise profitability and customer satisfaction.
When to consider investing in CRM
Many Small & Medium Businesses think of CRM software as a complex product that only large companies require. However, as customers become more demanding across all industries, businesses of all sizes can benefit from using CRM to offer slicker, more automated experience to their customers.
Some signs that your business might benefit from CRM include the following:
- Your marketing, sales and service teams don’t have access to a single, up-to-date repository of customer information.
- You can’t get a clear view of your sales pipeline without asking each salesperson what they’re working on.
- You’re not able to track the leads you generate and how your team is following up on them.
- Your sales team keep important account information in their heads or stored locally on their computers.
- You are not sure about the day-to-day service issues your important customers have encountered in recent weeks.
- Your sales and marketing teams are spending too much time capturing information and not enough time selling.
- Your salespeople can’t access and capture customer information while they’re in the road—they need to phone someone or come into the office.
CRM is a great investment in your business
Customers are the lifeblood of any successful business. Nurturing customers and providing them with an excellent customer experience will improve your retention rate and drive growth. This starts with having the right information at your fingertips to understand what relationship your company has with them as well as how it can respond to their changing needs and desires.
Now download a bank account
Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.
This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.
“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.
“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”
The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:
- Download the Absa App
- Choose the account you would like to open
- Tell us who you are
- To keep you safe, we will verify your cell phone number
- Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
- Tell us where you live
- Let us know what you do for a living and your income
- Click Apply.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.