Customer Relationship Management software, also known as CRM, is a system which allows companies to manage their interactions with current and potential customers. It aims to improve these relationships by collecting, organizing and managing the customer information and history, specifically focusing on customer retention and driving sales growth.

Implementing a CRM strategy is advantageous to both small and large businesses to encourage growth and improve communications. Below are the top five benefits for why you should use a CRM for your window and door business:

Improves the customer experience

Having customer and prospect information in one accessible system including past conversations, purchases, preferences and any other information. This means your teams can understand a client’s needs based on the data and can be more effective. CRMs foster and make it easier to provide a more customer centric experience.

Allows for increased customer transaction values

A CRM allows sales representatives to upsell and cross sell to customers based on their previous purchasing patterns and needs. These details are stored in the CRM and allow for appropriate promotion to customers, thus maximizing sales.

Creates greater efficiencies across teams

Using a CRM allows teams to share customer data which enables streamlined processes and flow of information. It eliminates silos and helps increase the company’s profitability through increase productivity. Sales, customer service and finance teams can all have a central, shared view of the customer information and interactions.

A CRM also fosters a positive team culture. It improves communication as individuals and teams share information, collaborate and gain an understanding of other teams in the business.

Optimizes marketing 

With the recording of customer needs and behaviors, you can understand their needs and market products appropriately. The CRM allows you to see which customer segments are more profitable so you can target similar prospective groups. This will help you get the most out of your marketing and be more strategic on who you target and when.

For example, your data has shown that customers in a region have been ordering a particular product. You investigate and find that this is due to their building code. You can then target that region with a specific marketing campaign using that product.

Improves data analysis and reporting

With real time data you can see what leads have come in, deals in the pipeline and ones that have been lost and won. A CRM also shows information from when a prospect went from being a lead to a customer. With all relationship and process data available in one system the business can make informed decisions and can operate with greater agility. The CRM reporting will also give you visibility of expected sales for the coming quarter to plan more effectively.

Are you ready for a CRM?

There are many different CRMs on the market that offer a variety of features. Work out your business requirements, budget and chat to some companies to see which will suit your needs. There are great internal and external advantages to on-boarding a CRM.