Those uninformed about CRM systems might question the point of introducing an entirely new software to their tech stack when current systems are adequate as they are. But here’s where they’re wrong. Implemented wisely and with the right provider, a fully-featured small business CRM can help well-established companies and start-ups alike take their existing customer relationships up a notch, building growth, brand loyalty and sustainable, flexible processes along the way. To demonstrate this, we’re bringing you 10 powerful CRM use cases – from bespoke customisation to a true omnichannel customer experience.
With a little inspiration and a little specialist insight, we hope to convince you to ditch the spreadsheets, joining the 24% of smart SMEs already enjoying the benefits CRM software has to offer.
This guide at a glance:
- The Foundations of a Robust CRM
- 10 Insightful CRM Use Case Examples
- Key Takeaways
The Foundations of a Robust CRM: Core Features Setting the Stage for System Longevity
As one would expect, CRMs come in practically all shapes and sizes; some are designed for niche industries, while others are more adaptable, offering fully extensible features that allow for deep customisation at almost every level.
To provide a brief summary of what most robust CRMs are capable of, here’s a rudimentary list of the most common features you can expect.
- Customer data management is exactly what it says on the tin – with all the information centralised and presented in user-friendly formats it’s easier to parse what’s going on and make effective decisions.
- Tracking integration allows users to see exactly which touchpoints customers have interacted with, supporting lead generation and conversion efforts.
- Workflow automation is all about streamlining your internal processes and getting rid of unnecessary admin where possible, saving teams time and energy.
- Advanced reporting and analytics shine a light on your business progress, strategy efficacy and data insights, including once-hidden opportunities for sales.
- Internal task management and custom fields allow CRM users to tailor their dashboards, workflows, activities, events and more, so that the software both speaks your language and helps get work done efficiently.
- App integration capabilities mean that you can access all of your other software – from accounting to your customer helpdesk – all in one handy place. No need to exit your CRM browser!
10 Insightful CRM Use Cases & Examples for Small Business
It’s what you’ve been waiting for: our realistic CRM use cases that business leaders can take on board to grow sustainably.
In the aim of keeping this guide fresh and, above all, representative of the diverse population of UK small businesses, we’re taking the path less trodden and sharing some of the unexplored… dare we say, overlooked, ways of implementing an effective CRM. Yes, we’re looking at sales – and beyond.
1. Turning Hot Leads Into Sales
Let’s start with a familiar situation: the rush season for your product is around the corner, and you’re struggling to find sales prospects to stock your inventory in store. For argument’s sake, we’ll imagine a body-positive swimwear line. How are you going to shift the apparel?
One solution is turning to the in-built sales pipeline feature found in many CRM systems. Sales prospecting is so much faster this way; with a user-friendly visualisation of your lead generation progress, it’s much easier to reach warm leads that will bite. Plus, with the right automation and joined-up sales and marketing data, it takes a lot of labour out of the process, allowing you to pour energy into the crucial stuff – building those all-important relationships.
2. Managing Talent Communications
Our next CRM scenario takes us into the realm of talent management. With the right cocktail of features, you can supercharge how your recruiters manage and nurture relationships with their candidates throughout the recruitment process. With easy tracking, centralised data and finessed communications, ensuring a positive candidate experience isn’t a nice-to-have; it’s the standard.
The beauty of this use case is that, tweak a few custom fields and automations, and you can reconfigure the setup to suit a variety of industries, no matter how niche. So, perhaps it is more accurate to view this example as ‘communication management tailored to you.’
3. Cold PR Email Outreach
Why use a CRM for email outreach and marketing, you ask? The reasons are manifold: consolidated information and centralised dashboards cut down time wasted on unqualified leads, while enhanced tracking and analytics offer a better glimpse into your strategy’s success – which means more accurate audience segmentation, productivity and, ultimately, better ROI.
And your email automations don’t need to stick to traditional newsletters either; with advanced contact management features, it’s easy to keep track of prospects for your PR efforts, backlink outreach and guest posting endeavours.
4. Small Business Competitor Tracking
This is an interesting one. Competitor tracking is exactly what it sounds like, referring to the process of keeping tabs on the competition, from what position they occupy in the market to their sales strategy and pricing. With a CRM, the world’s your oyster, especially given the sheer possibilities of custom fields. Some systems provide native competitor tracking functionality, but many more offer integrations with specialised tools, so if you’re a technology buff, it’s your lucky day.
5. Speedrun Onboarding (Without Losing the Efficacy)
Here’s another helpful customer relationship management system example geared towards organisations on the smaller side. We all know onboarding and HR can be a time sink for businesses with few employees; after all, as a business owner, you’ve plenty of other spinning plates on the go.
To take back control, why not enlist the help of a CRM? With automated milestones, personalised communication and intuitive progress tracking, you can speed up and otherwise improve the experience for new hires as they get up to speed with your processes.
6. Creating An Omni-Channel Customer Experience
Perhaps one of the most beneficial CRM use cases is the ability to cultivate an omni-channel customer experience. What this means is that each customer coming into contact with your business can communicate with your teams on their own terms, seamlessly and across touchpoints. CRM integrations can facilitate this approach, thanks to the unified and consistent approach to customer service they create. You can provide faster response times, react to tickets efficiently and access a 360-degree view of each individual.
7. Workflow & Task Automation
Workflow and task automation are both lifesavers when it comes to eliminating unnecessary admin. Enabling you to practically run the entire business from a single dashboard, CRMs empower employees to take initiative and dedicate more time to the areas where they really shine. And this is all wrapped up in crystal clear performance visibility.
8. Supply Chain Mapping & Inventory Management
If you work within the logistics sector, opting for an industry-tailored CRM or warehouse management systems (WMS) is a smart move. Not only do they support, control and optimise warehouse activities based on real-time inventory insights, but these optimisations translate into enhanced efficiency on the warehouse floor.
Whether an in-house department or a third-party logistics provider, those working with high levels of stock can use such systems to visualise product journeys and keep supply chains transparent. With the right insights, there’ll be no blind spots when it comes to suppliers and compliance.
9. Centralise All Your Tools & Information
The benefits are obvious: a centralised system for tools, analytics, customer data and internal records leads to simplified workloads and institutional transparency. With the ability to customise layouts and fields, you can really take this feature and run with it, shaping your inventory lists, contacts pages and sales pipelines to match your brand vision, values and energy.
10. Making Your SME More Profitable
This final CRM use case has us ending on a high note (not that the previous ones weren’t equally positive). Owing to a combination of paperless operations, streamlined processes, proactive support, targeted marketing and personalised communication, it’s easier than ever to attract and retain customers – not to mention the difference it’ll make to your in-house teams through productivity gains and employee experience. Combined, it’s one hell of a way to achieve profitable results.
To Round Things Off: Your Essential CRM Use Case Takeaways
As we’ve seen in the above CRM use cases, this holistic software has the potential to transform outdated strategies and clunky systems into a well-oiled and efficient whole. With the right provider, small businesses can wave goodbye to the days of tab hopping, pipeline blind spots, and cumbersome data entry; ushering in a new era of streamlined information that allows staff a moment to breathe.
While it’s true that the core CRM features we discussed are the drivers of business success, it’s equally important to note that much of their potential lies in how they are implemented. To achieve a snug fit, SMEs must do their due diligence when reviewing their options, looking into the scope of customisation, user experience and exploring the possibilities for scalability. Only then can they reap the full rewards.