How to Set Up a CRM Tracking System for Small Business Success?



Senior editor

Parul Saxena

Chief editor

Last updated: May 20, 2021

Be it a large organization or a multinational company; no business is as close to its customers as a small business. Being a small business owner, you have personal relationships with many of your customers. As they share a purchase history with you, you are aware of their needs and also understand their demands completely. This enables you to deliver personalized service to your customers and thus make your business stand out.

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Customer is the key to Business Success.

But, spreadsheets, sticky notes, and emails are a hard way to manage them.

How about optimizing this critical aspect while growing your business simultaneously?

Yes, Customer Relationship Management (CRM) system can help you do so. CRM centralizes your customer data so that you can manage sales efficiently, help customers quickly, and market your services smartly. CRM helps out a business to keep track of their interactions with clients and befriend them to take their business to another level.

As per a survey, small businesses spend colossal time and money on sales and marketing to acquire new customers. But, successful small businesses focus on retaining their existing customers. Acquiring new customers costs about 6 to 10 times as compared to clinging on your current customers.

A customer relationship management system aids you in the process of managing your active customers while bringing new customers on board. But, software can’t help your business unless you utilize it appropriately.

Given below are some sure shot tactics that will help you set up a CRM Tracking System efficiently and lead your small business to success.

1. Keep your Customer Data up to date

A CRM system works as a useful tool only when it remains updated with the latest and most relevant information of your customers. Whenever you or your employee contact a client, gather the information from that meeting, call, or email, and insert it into your system. Make sure that you update the contact numbers, emails, and addresses and put a habit of checking them periodically. Further, keep a log of every meeting’s result so that you can take better decisions to profess your business.

Consider CRM as a storehouse of useful information. The more you keep it updated, the more beneficial it will be for your business.

2. Integrate CRM system with your other systems

Though CRM software is useful on its own, it would be even more worthwhile if you integrate it with other systems, software, or applications.

For instance, you can tie it to your email and scheduling software. Thus, it helps you track and search for messages from your clients easily. You can also incorporate CRM with accounting software so that you can check the details of every financial transaction done by your customers. This data helps you determine sales of which products are generating more revenue or which marketing strategy proved profitable. Thus, you can study the buying behavior of your customers and suggest them to buy products or avail services accordingly.

3. Retrieve Regular Reports

You can make use of your CRM software to the fullest by generating timely reports. These reports help you improve the efficiency of your small business. Some of the reports that you must retrieve from your CRM system include,

  • Pipeline Report: This report provides you an overview of the potential sales opportunities. You can see which leads are more promising and which ones require working on.
  • Activities Report: With this report, you can see the list of calls, emails, meetings, and other events that your employees have scheduled. You can thus know who they have spoken to and whom they will be meeting.
  • Issues Report: It is always necessary to pay attention to the issues your customers are facing. This report keeps you up to date with the problems, cases, and tickets. You can see which issues are assigned to whom, since how long they are addressing the problems, when will be the issues solved, and more.

Hence, these reports help you run your business more effectively. You can configure your CRM system in such a way that it automatically sends reports over a fixed period.

4. Automate Repetitive Tasks

Doing the same thing repeatedly; doesn’t make any sense. It decreases your productivity at the same time. So, when you have software like CRM, make it do those repetitive tasks. Automating alerts and feedback processes can streamline your business operations. Here are a few things that CRM automation heeds:

  • Quote Reminders: Once a quote is issued, you will get a reminder before it becomes overdue so that you can act on time.
  • Sign-up Notifications: Whenever any client signs up for a newsletter or becomes a part of any of your events, you will receive a notification.
  • Tracking Follow-ups: By automating follow-up process, you can rest assure whether your team is taking proper follow-ups of the potential leads obtained via any of your marketing campaigns or direct business.

Automating tasks vary on the CRM system you are using. Once you set up your CRM tracking system correctly, you can find different aspects of your business that you can automate. This enables you to handle various business operations in a breeze. Moreover, you will notice shortly how automation of repeated tasks increases productivity.

5. Take care of your Existing Customers

The main advantage of using a CRM system is looking after your customers. So, your CRM system must hold data like – what your customers bought, how much amount they usually spend when they shop from you, what interests them the most, which offers they have used before, and how they do like you to communicate with them. Collection of such data aids you in knowing your customers and targeting them for future sales and promotions.

6. Entice New Customers

Generating leads is not enough for a successful business. Converting those leads into potential customers is also essential. So, your CRM software should be such that it automates most of the following processes – connecting to new customers, taking follow-up on inquiries that come to your business, maintain up-to-date records of the selling process, determining where the prospect is in the selling process, and how you should encourage him/her to buy products or services from you.

Hence, you must set up a CRM that easily distinguishes prospects from customers and allows you to customize the sales process. You can use offers, newsletters, discounts, and deals to drive prospects towards you. Put a habit of noting down what encouraged your prospects to be your customers so that you can imply the same for other candidates.  

Setting up a simple CRM tracking system can make your business run efficiently only if you utilize it in the right direction. So, ensure that you choose the system wisely, implement it correctly, integrate it with your existing systems, teach your team how to use it, and keep it up-to-date.

A simple CRM for your small business can give reasons to customers for staying with you and also entice new customers to join you.

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