How to customize and effectively use CRM

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A CRM system will increase a company's sales by 20%, but only if it is set up correctly. Sergey Kozlov, CEO of Megaplan, explains what to do to get the best result.

The CRM (Customer Relationship Management) system solves four key business tasks:

Increases sales
Expands customer base
Reduces production costs by automating work processes
Collects data to assess the real state of affairs on the market
It is believed that such a tool is needed by large companies, but the ability of uruguay whatsapp list CRM to adapt to the needs of the customer turns this program into a universal solution for businesses of any size. According to the Institute of Entrepreneurship Problems, approximately every seventh Russian company uses such systems. Back in 2019, boxed solutions were used by 11 thousand large and medium-sized businesses, 5.5 thousand small and 2.5 thousand micro-enterprises, according to the authors of the CRM market study from J'son Partners.

But their number is increasing every year, including due to the growth of cloud CRMs that are more accessible to small and medium businesses. By 2025, this market in Russia will grow 3.7 times - about 280 thousand companies will pay for cloud systems.

Companies that purchase CRM primarily want to establish interaction with contractors. As a rule, such businesses have already accumulated many tables in the clouds, documents on servers, correspondence in messengers and mail. Sooner or later, all this needs to be collected in one place to be able to access this data at any time. The success of the company ultimately depends on how the working information is stored and visualized.

Step #1: Assess your business needs and create a technical specification
The main task of CRM is to put everything in order, bring order and make work easier, faster and more efficient. A properly configured system allows you to see relevant information on each client, and therefore helps the company earn more and easier.

Some companies overdo it with integrations, hanging 10-15 connections of third-party services, marketing tools and mailings. As a result, employees do not have time to understand the basic capabilities of the system: funnels, customer cards, reporting. Integrations should be connected gradually and slowly, not earlier than 1-2 months after the launch of CRM in the company. And in order to understand which integrations the company needs and which it does not, it is important to conduct an audit. It takes about 14 days and allows you to identify business needs, determine the range of priority tasks and understand what means the CRM system can cover these needs.

Based on the results of the check, a technical assignment is drawn up, on the basis of which it is possible to estimate the financial and time costs of implementation. As a rule, the technical implementation of a new solution takes about a week, another 2-3 days are spent on setting up and consulting with the client. The initial training of the company's employees lasts about two hours. Then, over the course of 2-3 weeks, the employees learn to work in the system independently.

Step #2: Adjust Basic Settings
One of the basic settings of the CRM system involves careful work with the stages of selling a product or service. Incorrect setup of the sales funnel can negate the entire effectiveness of the system implementation. During the audit, it often turns out that most specialists "smear" sales over many stages. They need to be analyzed and optimized.

On average, we encounter 20 stages and teach our clients to reduce their number to 7 statuses. In this case, the employee will find it convenient and easy to work with the new tool. For example, three different tasks - sending an invoice, waiting for an advance payment and receiving it - can be combined into the "Payment" status without losing the quality of work. Once the funnel stages are analyzed, do not forget to calculate and distribute the workload for each employee, taking into account their qualifications and work shifts.

Most CRM systems have a functional document designer that allows you to automatically upload almost any document. This tool can save a company up to 200 hours a month on creating standard contracts. According to our calculations, on average, an employee prepares a contract in about 40 minutes. With the help of a designer - 3 minutes. The time spent on balancing such a designer to the needs of the company will pay off in the first months of working with the new software.

The main condition for the effective functioning of CRM is convenient registration of applications from potential clients. Launch automatic data collection in all communication channels through which the business contacts the outside world.

It is critical to set up a clear and fast process for registering transaction refusals. This information allows you to collect relevant statistics, adjust the sales scenario for the future and improve the quality of service, so it cannot be ignored.