Our May ‘Ask the Expert’ was Robert Peledie, a CRM consultant for Chorus IT, who tackled the question of how to get started with a customer relationship management (CRM) programme and what kind of benefits a small business could expect to see. In his article, CRM: keeping tabs on your customers - from cradle to grave, Robert says,

“CRM systems are no longer giant (or expensive) pieces of technology…… the current recession has made most businesses realise they can’t afford to miss a single lead. What’s more, it’s much easier to sell to current clients than to new ones; so your current clients need some attention, too. Enough reasons, I’d say, for any company to seriously consider sharpening up its relationship with its customer base.

CRM is ideal for:

• Keeping in contact: bothering to keep in touch counts for a lot with customers. It’s a basic practice you can greatly improve using CRM.


• Identifying key customers: by grouping customers according to their size, how much they buy, how often and so forth, you can target key accounts for special treatment. You may be surprised to find that those you thought were ‘key’ are actually not as profitable as you imagined - and equally you’ll discover some hidden gems.


• Arming your sales team: so they can talk confidently to prospects. It’s easier to sell when you have a customer’s details to hand, and see their history. After all, “Can I take your name again?…” is not a good way to make a customer feel special! A little personal service will increase revenue and shorten sales cycles.


• Automating processes: using the workflow functionality in Microsoft Dynamics CRM, you can automate day-to-day tasks like customer service to ensure your customers never ‘slip under the radar’. For example, a garage might use CRM to automate the process of reminding customers that their MOT is due by sending an email or letter 11 months after the previous MOT. A simple ploy like this adds to the relationship you have with clients and helps ensure you keep their business.”

Read more about how Robert recommends you get started on the small business website.

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Source: Microsoft Small Business