Using CRM Software to Turnaround a Small Business

Businesses often perceive that implementing a CRM system only generates returns in the long term. Though, this could be true for a quick or out-of-box implementation, the right CRM solution could quickly turnaround a failing business and assist in gaining competitive advantage. This is all the more true in case of a small business.

Myra graduated from college in 2008 and soon after began working for a high-end boutique. She was from a mid-size town and the metropolis quickly inspired her to do more with her life. Combining her knowledge of fashion design and contemporary art, she decided to sell organically dyed t-shirts with trendy screen prints around the globe.

Year one was a disaster, she lost track of pending appointments, overdue tasks and the long list of prospective customers - no one could be held accountable! They were also facing coordination issues with external stakeholders. Many unintentional false commitments were made to customers and leads were lost to competitors in the first 365 days. By the time their ‘Autumn’ range of full sleeve t-shirts were ready to be shipped, it was mid-November; their customers (retail stores) rejected the consignments of supposedly du jour designs.

The following year while looking for prospective customers on a social network, Myra chanced upon an advert for Cloud CRM. It seemed ideal for her small business - she had eighteen employees at three different locations and a dwindling customer base. She also needed a tool to instantly capture social conversations as leads which could be assigned to the relevant location.
Eight weeks later, Myra’s sales had picked-up. She had better visibility for her opportunity pipeline and her teams were using the CRM’s centralized database to share lead and customer information in real-time. The performance of her sales team improved with better scheduling, activity tracking and appointment delegation.

It has now been 6 months since the CRM implementation, Myra’s teams carefully analyzes their competitors, collaboratively designs products with customer inputs and wins opportunities in record time without missing delivery deadlines. The Cloud CRM facilitates her to cost-effectively maintain a huge database of local and international customers. Additionally, she quickly finds local customers for their surplus stock of t-shirts. For her, working with Cloud CRM has allowed her to gain momentum through experimental yet effective campaigning using text messages (short code management) and social networks. Her products are based on customer needs and rarely generate negative feedback.

Myra’s calculations and research to find the right CRM solution paid-off, her business is growing and they have avoided a sudden death. With Cloud CRM, she now constantly plans new product lines using real-time analysis of historical data related to sales, competitors and feedback. The CRM solution is cost-effective and doesn't require any additional IT personnel or hardware. Her team now spends less time on non-core activities like updating activities on multiple systems and building complex reports. They have more productive time to design t-shirts, ensure optimal quality and build rapport with leads and customers.


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