CRM software features
Customer Relationship Management (CRM) software offers a wide range of functions, many of them very advanced. It's important to take into account your company's real needs and expectations, which will differ according to the size of your organization and the type of business you run.
CRM software by company size
Whether you're a major corporation or a very small one, your customer relationship management needs will differ. With a totally different number of customers, the processes you put in place are also very different.
If you're running a VSE or SME, you probably won't have an extravagant budget to invest in CRM software with very advanced features, and you'll be more likely to opt for a freemium or a reasonably priced but more limited subscription.
For larger companies, on the other hand, very comprehensive and scalable CRM solutions may be necessary. Similarly, analysis, contact management and e-mailing will be on a larger scale, requiring software with advanced features.
Differences between B2B and B2C databases
B2B (Business-to-Business) companies often have a much smaller database than B2C (Business-to-Consumer) companies. Working with a panel of companies, B2B has fewer entries in its database. On the other hand, it will prove more complex, as companies are often more demanding than a customer from the general public. The base is smaller, but no less vital. Corporate customers are more profitable and invest much larger sums in a project. But they also demand more work and a more meticulous relationship. That's why it's important to automate less the exchanges between you and the company. Relationships will be established by sales people who are up to date with the company's expectations, and who will take information from the CRM software database.
In this type of B2B business, it's essential to be familiar with the various players and the interactions between them. This is much less convincing and necessary in B2C. In B2B companies, CRM software databases often have to be filled in manually. It is therefore based on data that your company's employees will have to contribute on a regular basis, in order to complete the information in each company's file. Employees must therefore be more involved, but they are also the main users of the database. In a B2C company, the files are automatically completed according to the information supplied by the customer or prospect when opening an account, placing an order or exchanging with customer service.
Define essential functionalities
Take the time to assess your company's needs and options. For B2B customers, it may be a good idea to opt for customer relationship management software that allows you to leave comments rather than enter figures, which are less relevant to a more humanized relationship. Draw up a specification that will show you whether the software you're going to invest in needs to manage invoicing, whether the workflow can be parameterized and whether you need to send automated personalized replies. It's up to you to decide whether the basic functionalities of CRM software (contact management, duplicate management, e-mailing...) will suffice for your needs, or whether you'll need to call on specific, more advanced functionalities.
Article translated from French