As we approach the third decade of the 21st-century businesses are faced with a competitive environment that is more cut-throat than it has ever been. Companies must be leaner in their operations and implement a strategy that emphasizes continuous improvement – and they must control expenditure and functions such as marketing in a way that measurably adds to the bottom line. However, one of the most important contributing factors to ensuring success in this hyper-competitive environment is in the field of customer relations. Also, this is one of the reasons why more and more construction companies are turning towards custom CRM software to protect and grow their market share.
Why Is CRM System Important
However, to understand why custom CRM software is so essential, a closer examination of the attributes of the software is required. Off the shelf, CRM software is readily available, but every construction company has unique attributes, different customer demographics with highly specific requirements. In other words, every construction company has unique business DNA. Custom CRM software allows the organization the ability to alter or add functionality that makes it a perfect fit for the unique nature of their business. In addition, it also allows for seamless integration with non-CRM parts of the business. The ability of custom CRM to integrate all of these business functions is its core strength – aside from its ability to optimize customer relationship management.
Purpose Of CRM System
In a nutshell, the purpose of CRM software is to increase the value that the business provides the customer. By converting much of the paperwork involved in the customer relationship process into electronic records and making data instantly available – while integrating that data into a myriad of business processes, the task of CRM becomes simplified and much more effective. Workflow is also easier to track and manage. For example, the process of working through the milestones from the initial estimate to the final invoice is made both easier and more effective. Duplication of paperwork is eliminated, and each project leader (and other project stakeholders) has instantaneous access to information relevant to their part in successful project implementation. When evaluating custom CRM packages, the document management capability of the software is of critical importance.
It bears repeating that integration with other software and systems is pivotal to getting the most out of CRM software. The power of good CRM software is that it can provide instantaneous information to other software suites – such as accounting packages. This integration eliminates the possibility of information being lost, incorrectly entered, or simply overlooked. This integration can have a marked effect on the efficiency of the construction business – and bolster the bottom line.
Good CRM software also allows the business to communicate more efficiently with the customer. It will allow the company to supply information to the client in real-time – and this increases customer satisfaction. Powerful CRM software will also allow access to information on-site, using mobile devices – and this, in turn, can allow customer requests for information to be dealt with quickly and efficiently.
In the current competitive environment, construction companies that are not using custom, CRM packages will be at a distinct competitive disadvantage – and this will inevitably place the organization under financial strain.