Benefits of CRM
Posted on: 27/02/14
Celerity has grown quite a lot over the last 11 years, from increased staff numbers and larger offices, to more internal systems and the hardware and infrastructure to run them. So when we looked at ways to improve and streamline our business processes as an IT solutions provider, a CRM system was the obvious choice. A Customer Relationship Management system would allow us to track everything from the beginning of a sales cycle with our marketing department, to the end of the cycle with happy customers.
After evaluating what was available on the market we decided to go with SugarCRM as it best suited our business. As an IBM business partner we were swayed a little more upon hearing that IBM had chosen Sugar to replace their existing Siebel system. It was the only system on our shortlist that offered integration with our IBM Notes collaboration and email system too.
Many modern CRM systems offer broadly similar features; when shopping around we decided that the following were requirements - SugarCRM met them all:
• Customer data - A centralised database of customer accounts, contact details, communications, and order details with histories of all related actions.
• Reporting - Allowing us to report on marketing analytics, sales trends, and track business performance. These can be run when required, or automated to send out reports on a schedule.
• Workflow Automation - Workflows can automate processes, cutting administration time and duplication of work to improve productivity.
• Integration - Many modern systems integrate with other applications. Our system integrates with our email system to link emails and calendars, Sage to produce invoices, purchase orders and sales orders, and also links to our office software.
• Platform independence – Any computer with an internet connection running a modern web browser can access cloud based offerings. Mobile apps and mobile browser versions of CRM systems let our staff access records whilst out of the office to help keep our information up-to-date.
• Data Protection – We have control over who can see what with team and role based access control meaning that we can keep our data safe. Easy reassignment of accounts and records means that we’re in full control of our data. Encryption of data in transit helps to keep communication secure.
• Customisable – Users can customise the layout of their screens so that they have quick access to the information relevant to them and their role. Administrators can customise what the users can see, and developers can customise modules to get more functionality out of the system.
• Ease of use – SugarCRM is very intuitive to use, but also offers some great training videos on its YouTube channel…
The development process was a long journey as we had quite a lot of customisation to the system, the integration with Sage and importing of product catalogues from our suppliers makes the sales process faster for us. With a centralised system we have better coordination within the company, making it easier for departments to see what each other are doing and work towards a common goal. The value of what we do is now easier to recognise, allowing our business to make better decisions. Hopefully this will mean a better Celerity for staff and customers. Who knows what the next 11 years will bring?
Should you require any further information regarding Customer Relationship Management Systems, please do not hesitate to contact Celerity.
John Carson, Technical Consultant, Celerity Limited
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