by Kelly C. Richardson
Not only does small business CRM have a foothold in today's best practices, its application promises to revolutionize the process of connecting company and customer. Just what does the future hold? CRM software will move from laptop to mobile phone, jump from professional to social, and cut across marketing divides.
Customer relationship management (CRM) is nothing new. But the ways in which organizations utilize CRM application are threatening to change dramatically. Why wouldn't they? Technology and relationships have such an influence on the business world that it should be no surprise to see customer relations evolving.
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Using the Newest Technology for CRM
Laptops have been the standard weapon of choice for sales forces in virtually every industry. New operations applications allow for lead dissemination, quote requests, and other mission-critical tasks. Despite the fact that cell phone applications have challenged the laptop for convenience and performance, many of them were too robust to be contained in a machine the size of a palm, until now.
According to Search CRM, the latest generation of smartphones combined with recent CRM software releases may all but eliminate the need for costly laptops in the hands of every salesperson in the field. Those with larger sales teams or those on restricted budgets are counting on cell phones backed up by stand-alone workstations in the office. For example, Toronto-based Healthscreen Solutions Inc. saved about $78,000 with the strategy.
When Small Business CRM Begins Socializing
Just when it seems that social networking can't get any more popular, it begins to invade the commercial exchange. Because the very heart of CRM is made of feelings and preferences, it only makes sense that social networking is a tangible factor. Silicon Republic reveals that the explosion of social media has created a new, powerful entity: social customer relationship management.
Sites such as Twitter, Facebook, Myspace, and QQ should figure prominently into small business CRM software application. One potential land mine that CEOs should anticipate, Silicaon Republic warns, is the infringement potential when aligning CRM goals to social networking activities.
CRM Application Breaks the Marketing Barrier
No matter how small businesses utilize the power of CRM in the future, it's a safe bet that activity will cut clear across multiple marketing channels. CRM Daily contends that best-in-class companies take advantage of both online and offline CRM opportunities in efforts to create a more robust and reactive marketing vehicle. That means venturing away from the comfortable channels and boldly experimenting with not-so-familiar opportunities.
Perhaps the most exciting part of CRM is that new opportunities present themselves almost daily. Lean and responsive businesses need to be prepared to identify new markets and employ progressive tactics to court potential prospects. This is the essence of CRM application and the very best of what it has to offer.
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About the Author
Kelly C. Richardson, MEd is a freelance writer, marcom consultant and digital entrepreneur. He's written content for Fortune 500s Google, Yahoo!, Microsoft and Wells Fargo. Find out more about him at kellyrichardsoncopywriting.com.
