In a previous blog, we shared a story of a friend looking for a new auto mechanic, and who immediately converted to an “advocate” for his new shop based on his experience. This experience was made possible, in part, by smart, effective use of technology, in this case a CRM tool. Below, we share one more story and some tips for using that CRM effectively.   

Last week, we had a plumbing problem at our house – a slow leak in the crawl space. I barely do plumbing, and I don’t do crawl spaces. But it’s been a hot minute since we needed a plumber, so it was either a Google search or digging through old records to find who came out to the house last. We remembered that we liked the plumber who came out last year, but apparently, we hadn’t saved the plumbing company’s information.  

Now, this plumber service has my cell phone number. Imagine if this provider had a CRM through which he periodically checked up with us. It wouldn’t have to be every week or every month even, but with a CRM platform, he could check in every three to six months simply so he’d be top of mind when we DID have a problem. He would have received our business this time around. Instead, we “phoned a friend” and received a recommendation for another company.   

With that said, utilizing a CRM isn’t as simple as buying the first one you see in a Google search, checking a few boxes, and letting it run indefinitely in the background.   

1. Research the right tool 

A quick Google search for “CRMs for non-profits” yields articles like: 

A search for other industries would yield similar results. Bottom line: there are a lot of CRMs, and while there is overlap in some of the CRM lists (that is, some CRMs may be useful for both nonprofits and the real estate industry, for example), there are also plenty of industry-specific CRMs.   

You’ll want to spend some time researching which CRM is best for you based on your industry, business needs and circumstances, and budget. Don’t simply choose one because its popular or because its cheap.   

2. Understand the limits and possibilities of the tool

Like any tool, understanding the full scope of the tool makes it more effective to use. That is, purchasing a robust CRM and using only portions of its functionality will be less efficient than going with a cheaper, more limited tool that still does what you need it to do.   

For example, some CRMs may be more “intuitive” for the average user but offer limited customization. Others may be highly customizable to offer very specific functions but may require a developer-level skillset in order to do so.   

Once you’ve done your research and found what you think is the correct CRM for your business, make sure you spend time navigating the tool and fully grasping what it is capable of, what hiccups you might foresee in your situation, and new opportunities the CRM will present to your business. Finding a good tool is one thing; knowing how to use it fully and effectively is another. 

3. Train users of the tool 

It is vital that you train your employees on the use of your CRM, as well. It will be a waste of resources if the users you bought the CRM for do not use the program effectively. A variety of options exist for how to conduct this training. Perhaps the CRM has a robust “how to” library and support, allowing employees to get on the ball quickly. Perhaps it is better to designate some of your team members as internal experts, having them become highly familiar with the CRM and operating as trainers or support for their colleagues. For some businesses, it might mean hiring external parties to come in and provide training.   

Whatever your case might be, you’ll want to emphasize the importance of training and provide a clear plan and pathway for your employees so that your business can effectively use the tool. 

To sum up, CRMs can be very effective tools to organize your interactions with your customers. In some areas, effective use of a CRM can distinguish you from your competition; in other areas, most of your competitors are already using this tool, and you need to get on the ball. In either case, make sure you research the best CRM tool for your situation, understand how to use it well, and train your employees to maximize its usefulness to your business.