CRM Systems Target SMS Users

Remember the last time you had cable or phone installed at your home or office? Or the last time you had to wait for a furniture delivery, or carpet installers? You probably heard the infamous phrase, "we can slot you in for a window of arrival between 10 and 2..."

What if your service company used the power of SMS to narrow down that window for customers and give them precise details?

"Leaving last job now. B at ur office in 20 min."

SMS is already the dominant mode of communications for under-21s in America. Some of their parents, aunts, uncles, and grandparents are on board, but the real wave of expectation for SMS is probably going to hit American companies in a major wave over the next decade.

Business owners that invest in the latest CRM systems can harness the power of SMS. While no user wants to be bombarded with unexpected marketing messages -- those are received with as much glee as an inbox full of spam -- companies can redefine the customer service experience for deliveries and live appointments by engaging in live, interactive text messaging.

Fortunately, many CRM software vendors now offer modules that can both track and send SMS. For a text messaging platform to be truly effective, companies should be prepared to interact in real time with customers. The asynchronous nature of text messaging mirrors chat or e-mail, allowing clever service agents to potentially handle multiple conversations at once. As purchasing power shifts from aging baby boomers to Millenials and their offspring, expect successful companies to leverage CRM software to manage text messaging as another high profile point of contact.

Greenfield's CRM Software Forecast

Paul Greenfield's got an amusing blog post over at ZDNet where he pokes fun at year-end predictions while making eight of his own. Some key takeaways for me from his piece:

• Companies are exploring social CRM software for different reasons. Large companies and enterprise users are fascinated by using social CRM tools to crack customers' Facebook profiles. Yet they're still approaching this from a highly automated place, and not necessarily the genuine service approach that they'll need to succeed. Meanwhile, smaller companies want CRM systems that resemble Facebook and MySpace, so they can reduce training time among their web-savvy new hires. Crafty.
• CRM tools will look and work more like popular "Web 2.0" applications. Along the same lines, developers are discovering that they can crib great user interfaces from Flickr, Facebook, and Twitter. And if those twenty-somethings in the office can help veteran sales professionals understand the tools better, implementation rates can go up.
• APIs and plug-ins let CRM software do more with outside information. Instead of needing to find a vendor who can provide e-mail marketing, web analytics, and customer survey solutions, all you have to do is plug your CRM software solution into public APIs from third parties, like Emma, or Google, or Zoomerang. Costs plummet, because there are fewer cogs to design and dedicated support from outside vendors.

That's just scratching the surface of Greenberg's predictions and comments, and he promises more to come. You can read the rest of his post here.

Salesforce "Sigh of Relief" Rally Underscores Importance of CRM Software

Wasn't it great to close out last week with good news about a company? Not just good news, but great news. Over the moon news, if you're a shareholder or a customer of Salesforce.com, one of the leading providers of pay-as-you-go CRM software.

Last quarter, Salesforce generated $276 million from customers that use its CRM software to help their own companies grow their own business. That translated to a profit of over $10 million, making CFOs of other Internet companies blush, fume, or cry.

While analysts typically wish the company had held on to a little more profit, a CRM software company that's in the black telegraphs the strategies that smart sales professionals intend to use over the next year.

It's no surprise, since smart sales professionals understand that affordable CRM software can help them do a lot more with fewer resources in this kind of economy. If you can't spend money on lavish ad campaigns, you can at least find ways to mine you customer database, leverage strong relationships, and grow your orders in this critical quarter.

Salesforce isn't the only game in town, though. While I know plenty of sales professionals that love the service, I know many others that prefer to work with more established players, or prefer to use CRM software that lives on a server that they control completely. Whether you work with Salesforce or with another CRM software vendor, now is a great time to look for quotes from qualified service providers. With competitors looking to steal a little thunder from Salesforce, there are some good deals to be had.

Small Business CRM Tools Help You Focus on the Customer

Clare Dorrian offers some fantastic insight over at Inside CRM this week. As I wrote a little while back, economic pressure forces many CIOs to make sure that CRM software projects are not just totally justified, but are implemented flawlessly. Otherwise, they're likely to be among the first projects chopped by a CFO.

Dorrian offers a few key tips for CIOs to help justify CRM software purchases to CFOs. Among them:

• Build the case by focusing on clear business needs. Companies subject to SOX have little excuse not to document customer interactions.
• Emphasize a customer-centric approach. CRM software shouldn't just be about making life easier for managers or for marketers. There should be a tangible, measurable improvement in service delivery that makes your company more attractive to repeat customers.
• Use CRM software to respond to customer needs and requests. If you use your inbound communications tools to understand which customers have requested which products and features, you can more easily connect with them after you hustle their dream offerings to market.

The best news is that you don't have to be a big business to but Dorrian's ideas to work. Since many small business CRM systems offer pay-as-you-go pricing, you can easily implement these ideas in your mom-and-pop shop. This is especially important if mom is the CFO and pop is the CIO.

Read the rest of Dorrian's advice here...

How Can Your CRM Software's E-Mail Marketing Tools Impact Customer Retention

In this economy, small business owners need all the help they can get when it comes to encouraging repeat business from loyal customers. A quick check of your inbox bears this out: how many of your favorite online stores are using their own CRM systems to generate special offers right to your inbox?

However, an inbox crammed with very special holiday appeals spotlights the problem that many small business CRM administrators are facing. In an environment where large companies have the ability to send lots of glossy, carefully timed e-mails to customers, how can small businesses stand out?

The answer, according to a few recent studies, is by going low-tech.

Simple e-mail messages that come directly from company staff members receive far more attention from customers than regular newsletters or highly polished special offers.

Small business CRM systems can take two approaches to leveraging this strategy. First, CRM tools can be programmed to "ping" account representatives to send simple notes to customers at appropriate stages for followups. Writing a simple template with just a few lines of text -- no images and no Flash -- can help build rapport with customers and encourage replies.

A second strategy is to enable full e-mail automation within a small business CRM system. This tool may reduce the burden on account executives, but it also removes the chance of a more human interaction.

Either way, small business CRM systems must be able to track the response to these small messages. They shouldn't be sent from do_not_reply@yourcompany.com. When customers can simply hit reply and feel that they are reaching a dedicated service professional, you'll have hit the motherlode of modern marketing.

Will Your CRM Software Vendor Be Around Next Year?

If the Entellium situation doesn't make prospective CRM software purchasers nervous enough, the effects of the current economic downturn have them quaking in their boots. Last week's New York Times profile of the changes facing Silicon Valley puts the situation into perspective:

October “was like turning a switch,” said Robert Barbera, chief economist at the Investment Technology Group, a research and trading firm. “Everything pretty much shut down.”

Even Sun is laying off thousands of workers who would normally supply hardware to CRM software vendors. Therefore, it's important to find a great referral to a solid CRM software provider by focusing on a few key elements:

• Where did you learn about the CRM vendor? Was it from a reputable CRM software directory, from reliable reviews, or from a paid advertisement? The more you can find out about a CRM software vendor online, the more trust you can put in them.
• What kinds of clients do they service? Believe it or not, a company that serves a handful of Fortune 500 companies right now is actually less attractive than a CRM software provider that works with thousands of mom-and-pop businesses. A diverse income stream insulates a CRM software vendor from the failure of a large client.
• Do they have the interest of your business at heart? Is your CRM software vendor looking for a major up-front financial commitment, or are they willing to let you start small and grow? Big down payments are a sign of companies that struggle with cash flow.

Gadgets and Dashboards for Small Business CRM Users

Widgets, gadgets, and dashboards have made inroads into small business computing over the past few years. However, most computer users do little more with these tools than check the time, monitor stocks, or watch live webcams of puppies.

Widgets and gadgets can act as tiny windows into larger software applications. Launching a CRM application for every phone call can grind down a professional's workflow. Instead, a time tracking widget can log billable hours throughout the day, saving significant time and reducing errors.

Oracle pleased both users and analysts by unveiling a new set of gadgets to accompany the next versions of its hosted CRM systems under the Siebel CRM brand. With gadgets installed on company desktops, users can review core analytics, such as sales trends and pipeline deals. Users can also access and update contact details without launching a full application, addressing a major concern for sales professionals that think CRM systems will slow them down.

Widgets also allow functionality between separate applications. For instance, a web-based widget serves as middleware between Zendesk's help ticketing tool and the Highrise hosted CRM system from 37signals. While Zendesk is mostly customer-facing, Highrise is meant to be used internally, by small teams. Connecting data from the two can bridge the communication gap between sales and service professionals in a technical organization.

Many customized home pages now incorporate widgets (or "gadgets") that replicate the dashboard experience for mobile professionals or for users who want to check in on shared web kiosks. For some business professionals, home page dashboards provide a less intrusive way to check in on key metrics throughout the day.

Customer-Facing CRM Systems Could Change Retail Experiences

The idea of customer-facing CRM systems isn't new. Anyone who has booked a ticket on an airline's website or set preferences for their online banking has experienced at least a basic CRM application. And, for the past few years, many companies have wrestled with translating the copious amounts of data they have collected on customers into the kind of accessible system that makes shoppers feel welcome. After all, nobody likes that "Big Brother" feeling that a company is watching your every move.

So, it's with great trepidation that some retailers are moving into the realm of in-person, customer-facing CRM applications. For many companies, this kind of system might automate or enhance the role of a receptionist or a concierge.

For instance, when I got my most recent flu shot, I dropped in on one of Caremark's Minute Clinic locations. These low-cost, high volume health care facilities are located inside CVS pharmacy locations, Target stores, and other familiar retailers. Staffed by a single nurse practitioner, Minute Clinic automates the registration process for their no-appointment service by using a customer-facing CRM application hosted on a low kiosk. In about a minute, I entered my personal details and connected my health records to their national database. A few minutes later, I was on my way, and my insurance company had already settled the bill. A similar trip to the doctor's office might have resulted in an hour of forms and waiting, but the simple CRM system actually shared more information with me than I would have asked in less time than it would have taken in a traditional setting.

Customer-facing CRM systems can go deeper than appointment-based services, however. For instance, Nike extended the reach of their online customization service to many of their Niketown retail stores using a revamped version of their existing CRM application. Customers can experience an array of materials and colors, then select the elements of their personalized footwear using a special kiosk and the aid of a Nike staff member. It's an enhanced version of the online CRM system, but with the added benefit of real-time feedback and the ability to change personal information.

Now that many customers carry their own smartphones, CRM systems eliminate the need for expensive kiosks that remove customers from the flow of a store. The Body Shop recently demoed the first iteration of its own customer-facing CRM software. By connecting to customers' phones, Body Shop servers can feed product reviews, make recommendations, and even use customer purchasing records to push customized promotions that can generate impulse purchases. As retailers use customer-facing CRM systems to streamline common interactions, they can create strong word of mouth from repeat shoppers.

Does Economic Pressure Lead to More Effective CRM Software Implementation?

I've written before about the challenges of keeping CRM software implementations from failing. Project leaders run into problems, including:

• Delayed system installation
• Complex customization
• Training deficiencies
• Sales staff with little incentive to use the new CRM system

However, I'm starting to notice a trend among the business owners I speak with and on many of the industry blogs I read. Our current economic turbulence has shaken many sales teams to the core. A year ago, a veteran sales professional might not have been motivated to enter her customer data and pipeline deals into a CRM system. However, with strong coaching and guidance from sales leaders and company owners, sales professionals feel much more compelled to transition to new CRM systems.

According to some industry experts, this behavior can be attributed to a survival instinct. In years past, many companies failed to hold team members accountable for their lack of participation in new technology initiatives. As long as goals were met and commissions were paid on time, a contented crew was less likely to change their game plan or to think about using CRM systems to strive for higher levels of success.

However, if the boss drops in and tells everyone that their jobs depend on adhering to a new CRM system, you can bet that you'll see leads and contact details imported to a new platform almost instantly.

Sales leaders and CRM software project coordinators can exploit the current situation to make their preferred tools more popular among sales teams. By tying CRM software to success stories, sales professionals may become more open to the benefits of a new system. At the end of the day, strong leaders may simply have to lead from the top down and use basic economic pressure to shepherd CRM software innovation into their workplaces.

Small Business CRM Helps B&B Owners Compete Against Hotel Chains

As large hotel chains have centralized reservations and feedback systems, it's often difficult to tell whether you're speaking to a reservations agent in Cleveland or Chattanooga, even though you're trying to book a room in Chicago. However, CRM systems have become so sophisticated that reservations agents can access your entire history with a chain, no matter who you're calling. For many travelers, CRM applications populate reservation preferences at online booking sites, making it unnecessary to even speak to someone on the phone.

That may be fine for business travel, but what about for romantic getaways? Many vacationers love the idea of the scaled-down delights of a small bed and breakfast. At the same time, seasoned travelers often bristle, on ratings sites like TripAdvisor, about the challenges of tracking down a property owner to make a booking or to enquire about special services.

Small business CRM packages appeal to entrepreneurial B&B owners who want to provide the same level of customer service as a fully-staffed hotel without having to hire extra team members. Because many hospitality industry CRM systems connect to web lead forms, B&B owners can make it easy for prospective guests to request information online. By tracking leads through a small business CRM system, owners can follow up with prospects quickly, making sure they have enough information to make their decisions and secure bookings.

CRM software can help B&B owners organize guest information more effectively, as well. As guests select breakfast entrees or make special requests for their stay, CRM tools can flag reservations that require special attention. Best of all, hosted CRM tools can be linked to outside appointment-setting or telemarketing firms. There, flexible operators can answer calls around the clock to confirm reservations, accept credit cards, or make adjustments to travel plans.

Best of all, with the information collected about guests during their stay, innkeepers can follow up with satisfaction surveys and special offers that build top of mind awareness and generate additional bookings.

Of course, most B&B owners and innkeepers still encourage guests to sign a quaint registry book upon check-in. However, the real work of a savvy B&B is happening inside a small business CRM system.

Skydeck and Freshbooks blend cell phone records with CRM and billing.

When I was consulting full-time, I would have paid someone a ton of money for this new CRM software plug-in from Skydeck and Freshbooks.

Skydeck is a free service that can pull your cell phone records from your wireless provider's website. By building APIs into the service, developers at Skydeck have made it easy for the data to be sliced and diced in some interesting ways.

One of the first mashups for Skydeck is a tool that imports the records of calls made to or from clients into Freshbooks, one of my favorite hosted CRM and billing applications. If you bill your clients by the hour, you can seamlessly create invoices based on the exact amount of time spent on the phone with clients. You can even use Skydeck to measure the exact cost of speaking to your most frequent clients or customers.

Even without a connection to a third-party system, Skydeck offers some interesting CRM software features. You can sync your call records to your Windows or Mac address book, making it easy to stay organized regardless of whether you have a BlackBerry or an iPhone. You can even rank your contacts by the number of times you have called them, or vice versa. I can see folks using this as a small business CRM tool to measure the ROI of calling out to customers -- did those 300 minutes of calls result in a big sale?

This is a great, free small business CRM application, especially useful for consultants, coaches, and other time-billed professionals. Although the current offering is quite robust, Skydeck promises even more advanced functionality when they roll out their paid memberships over the coming months.

With Hosted CRM All the Rage, Is There Still a Place for Desktop CRM Applications?

Although I've been writing a lot lately about hosted CRM applications, today's news that AT&T has acquired Wayport reminds me that not all sales professionals are tethered to a 3G network. In fact, some folks operate in places where you can't always get to Wi-Fi, nor would you expect to.

I am reminded of growing up in the 1980s, working for my Dad in his mobile service unit. Our CRM application was a few milk crates full of service records and invoices tucked, behind the passenger seat. Many of the inner-city neighborhoods we served back then still don't have Wi-Fi, nor do they have the most reliable cell phone service.

Desktop CRM applications, like ACT!, GoldMine, and Daylite, aren't ready to be put out to pasture. In fact, for some professionals, they probably offer a better solution than web-based CRM systems.

For instance, solo professionals without support teams or virtual assistants can enjoy the full power of CRM software without paying monthly hosting or service fees. If you don't have to worry about syncing your CRM database to other users, keeping all of your data on the cloud becomes a less appealing option.

Likewise, mobile professionals who require fast access to small business CRM information can also get a lot from desktop CRM applications. If you're the only person working an account, you can wait until you get back to the office to synchronize with the rest of your team. The ACT! suite does this very well, especially for real estate professionals.

Of course, we're only a few more years away from nearly total network penetration. At that point, most sales and service professionals will be able to choose between totally hosted CRM applications and hybrid systems that sync to the cloud in the background. Until then, the right choice is whatever tool gets you the information and the insight you need, when you need it, wherever you happen to be working.