CRM: Golden Nugget for Sustainability in Business

As a sustainability consultant, a golden nugget for me is transforming a traditional business process into a sustainable one that incorporates values such as efficiency and eco awareness. It's golden when it helps businesses profitability as well as helps the environment.

CRM is definitely the Swiss Army Knife in the business plan toolbox for small businesses committed to increase sales, improve efficiencies and build a sustainable business. CRM stands for Customer Relationship Management. It is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. Typical CRM software includes:

Sales Force Automation: contact management/ lead management
Customer Service: call center and/ or help desk software
Partner Relationship Management: contract management software

The benefits of small businesses using a CRM system to build business sustainability include the development of better relations with your prospects, customers, and stakeholders. The successful implementation of a CRM system can contribute to business sustainability by:

Identifying needs more effectively by understanding specific customer requirements
Effective targeted marketing communications aimed specifically at customer needs
A more personal approach and the development of new or improved products and services in order to win more business in the future
Enhanced customer satisfaction and retention, ensuring that your good reputation in the marketplace continues to grow.
increased value from your existing customers and reduced cost associated with supporting and servicing them, increasing your overall efficiency and reducing total cost of sales

Web Based CRM systems offer added sustainability functionality allowing for access for remote users and a central document repository. Currently, Salesforce is the most popular web based CRM system but others to consider include: Infusion and LeadMaster.

Implemented successfully, Contact Management Software is a great tool for small business to build business sustainability.