Your customers are your business. Technology-supported customer management can bring your business to the next level. Modern CRM modules allow small and large companies to build a strong and trusting relationship with their clients. However, not all software packages have all the necessary functionalities to deliver high-quality support. Below you’ll learn about the top 10 must-have features any CRM should have.
What Should a Good CRM Do?
CRM is a strategy giving a better understanding of how to treat your customers. This notion has changed the way companies interact with their clients. A good CRM system helps retailers get acquainted with their customers, understand what leads and prospects need. It also provides information about the strengths and weaknesses of sales team members. Your CRM is your perfect tool for maintaining a strong relationship with customers.
Here are four stages of good customer relationship management:
This life cycle starts with targeting potential buyers. During the identification phase, analysts identify the lost clients and the ways to get those back. They also segment consumers into groups with similar attributes. During the attraction phase, marketing specialists try to draw potential customers to buy the company’s products or services through different channels.
Retention is one of the most important concerns in this process. It’s all about finding a perfect match between clients’ expectation and their satisfaction with your products or services. Finally, while developing relationships, sales, marketing, and customer support teams increase the number of interactions with customers and enhance the quality of communication. In terms of development, they also pay attention to the following things: clients lifetime, customer’s product basket, and average growth of purchases.
Here’s how a typical customer management lifecycle looks like:
Every stage requires a powerful combination of processes, individuals, and the right software. A company with no professional software is doomed to fail and fall while its competitors will flourish. Thus, let’s find out what modules should a good CRM system include to lead a company to success.
What Are the Most Important Modules in CRM?
Here are ten must-have modules every good CRM should have.
Module 1 – Contacts
There’s nothing more valuable for any business than its customers. To keep information about clients organized, companies use contacts management module which is part of a larger system. CRM users can record details about leads, prospects, and existing customers, track clients engagement with a company. Custom CRM modules for managing contacts allow users adding more data about customers to better analyze buyer persona.
Module 2 – Leads
To increase the customer base, companies gather new leads from various marketing campaigns. With custom solutions, it’s possible to automate the lead generation process using advanced tools. Once leads are in the system, they can be easily tracked. With easy access to the system, sales reps can better understand buyers’ interests and behavior. This module incorporates joint efforts of marketing and sales specialists so that they can never miss any valuable interaction.
Module 3 – Analytics
Clearly, it is not enough to collect data; managers have to analyze this data, as well. Analytics module in CRM is used to segment clients, analyze profitability, get a 360° customer view, measure escalation, predict success. With custom software in place, it’s possible to set advanced analytics tools which will help you analyze the necessary parameters.
Module 4 – Performance
In delivering high-quality customer support, it’s important to constantly improve relationships with clients. Performance management tools allow measuring KPIs and viewing results. This module is also called a performance management system (PMS) and is often used by the HR department during the appraisal process.
Module 5 – Social Media
Social media has become one of the most convenient channels of communication between business and customers. People feel comfortable to ask companies about their products directly through social networks. Before choosing a CRM system for your needs, make sure that it provides opportunities for social media integration.
Module 6 – Sales Data
Sales module is one of the must-have CRM features. Keeping all the sales data in one place, managers are able to identify high-quality leads, find the best ways to convert leads into clients, forecast sales, and perform other activities aimed to improve the overall sales process. Usually, this module has tools for data visualization which help managers make data-driven decisions.
Module 7 – Mobile System
Today, mobile CRMs appear to be genuinely popular. These apps provide in-built capabilities to manage sales, projects, and customer relationships. The main advantage of such systems is a 24/7 availability. Mobile CRM users are able to access the necessary information at any time of the day. Customer support representatives get instant notifications of customer requests and can easily answer the most urgent inquiries.
Module 8 – Email Marketing
With email marketing tools in place, you’ll be able to create eye-catching promotions and newsletters, send emails to the targeted audience, track the efficiency of email marketing campaigns. You’ll be also able to create personalized emails and send them to the specific segments of customers. This module can be integrated with third-party email marketing services.
Module 9 – Reports
Data by itself without analysis has no sense. Thus, any CRM system should provide capabilities to process and analyze data in the most efficient way. Data-driven insights can help a company improve its processes. Among the most valuable CRM reports, there are pipeline report (sales opportunities), activity report (tracking sales reps activity), open issues report (customer complaints), leads report (leads tracking), lost sales report (lost opportunities).
Module 10 – Call Center
With a call center module in place, you’ll be able to make calls, record calls, track history. You won’t miss any detail of your interactions with customers. Smart notifications will inform you of the scheduled calls, as well.
What Other CRM Modules Can You Get with a Custom Solution?
In addition to the above-mentioned CRM modules, there are many others. Your system may include reports and dashboards, sales forecasting, mobile CRM. Such tools like web analytics, marketing automation, and chats can be also integrated with your platform.
Almost all CRM packages contain modules for PRM and ERM. Let’s find out what these abbreviations stand for. PRM stands for partner relationship management. It is a set of processes and tools to organize effective communication between a company and its partners. The latter usually include those organizations or individuals who sell the company’s products through indirect channels like retailers, resellers, managed service providers, consultants, etc.
PRM modules can either exist as separate systems or as a part of CRM. So, if your company has a large network of resellers, you will definitely need this module to efficiently manage your partnerships.
ERM stands for enterprise relationship management. It is a set of processes an tools focused on increasing profitability and the level of customer satisfaction. These tools deal both with internal and external relationships, i.e. they help manage relationships with customers, partners, and employees. These tools can make up a separate single system, or be a part of ERP.
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What Is the Difference Between ERP and CRM Software?
CRM and ERP are much alike. The goals of both systems are similar; they are aimed to increase the profitability of the company and automate operational processes. Usually, CRM is an integral part of ERP.
Traditionally, ERP consists of the following modules: sales and marketing, CRM, inventory, human resources, accounting, supply chain management, etc. Simply put, this system is a single place for keeping all the data organized, data sharing, communication, management, and performing a lot of other business-related activities. CRM, on the contrary, is focused on relationships and customer management.
What Is CRM Module in ERP?
According to SelectHub, organizations implementing ERP platforms most need financial management, supply chain management, inventory management, CRM, and human resources. Some core features of the CRM module in ERP include contacts, analytics, and sales. If you need more advanced functionalities, custom developers can deliver the best-suited options:
- Marketing campaigns
- Lead generation/conversion
- Database development
- Opportunity tracking
- Knowledgebase expansion
- Incident management
- Product delivery
- Order tracking
So as you can see, you can add as many features as you need if you develop a system from scratch or modernize the existing software.
Custom or Off-the-shelf? Which One to Choose?
Need a good CRM solution? You have a choice. You can either buy a ready-made solution or contact custom developers to build a CRM from scratch. Both options have advantages and disadvantages. Let’s get to it!
First off, let’s focus on costs. With ready-made solutions, you pay regular subscription fees. Upfront costs are low. Bespoke solutions are built from scratch according to your requirements that’s why it’s logically that you will pay more. The main benefit you get here with custom software – you’ll become the sole owner of the original code.
Off-the-shelf products have trials. With custom solutions, there are no trial versions. However, within the custom development life cycle, you get an MVP to test the system and provide feedback from users.
If you have a ready-made CRM, you won’t be able to change features. Usually, the configuration capabilities are limited. Bespoke solutions are fully customizable. Traditionally, you can ask developers to change some features or add new ones.
Out-of-the-box products provide 24/7 support. Custom CRM providers deliver 24/7 support, as well. Besides, they provide maintenance services in case you need to increase scalability or build some add-on.
Diceus Custom CRM Modules Will Match with Your Needs
Here in Diceus, we develop software that can enhance enterprise-level competitiveness. Our development life cycle starts with identifying the most critical of your business logic. Our analysts conduct a comprehensive business analysis to define the core features you need.
The main value we bring to your business is our expertise in your industry or domain. Our company has access to the large talent pool of developers. Thus, we are always ready to put a dedicated team together. Based on the technology stack your project needs, we select team members with strong skills in particular programming languages and frameworks.
Once we have got your initial requirements to CRM, our experts prepare a detailed technical proposal and project estimation. If you want to learn more about our services, send us your inquiry. We guarantee timely delivery of highly efficient tools for customer management.
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