How a customer relationship management system can help scale your business

In today’s business landscape, scaling efficiently and effectively is paramount. One of the key tools to achieve this is a customer relationship management (CRM) system. CRM systems have become indispensable for businesses aiming to enhance customer relationships, increase productivity, and drive growth. 

Boost Scale to Thrive business adviser Joe Twigg outlines the key considerations when choosing a CRM system and evaluates the five most popular systems in the UK market.

CRM systems offer numerous advantages that can significantly impact a business's ability to scale and grow. By centralising customer data and automating various processes, these systems enhance efficiency and productivity, allowing teams to focus on high-value tasks rather than manual data entry. 

Among other things a good CRM also provides businesses with powerful analytical tools, enabling data-driven decision-making through insights into key performance indicators, sales forecasts, and customer behaviour. This helps identify new growth opportunities and optimise sales processes. 

CRM systems also improve customer relationships by offering a deeper understanding of customer needs and preferences, leading to personalised interactions and consistent experiences across the organisation.

What to consider when choosing a CRM system for your business

When choosing a CRM system for your business, consider these eight key features:

1. Contact and lead management: The ability to organise and manage customer contact details, interactions, and history. While also being able to track and manage leads through the sales pipeline, from initial contact to conversion.
2. Email integration and tracking: The ability to integrate with email services to track email campaigns and monitor metrics like open rates and click-throughs.
3. Reporting and analytics: Robust reporting capabilities and dashboards to analyse sales data, customer trends, and team performance.
4. Automation: Features that automate repetitive tasks, follow-ups, and workflows to increase efficiency.
5. Customisation: The ability to tailor the CRM to fit your specific business processes and needs.
6. Scalability: The ability to grow with your business, adding users and features as needed.
7. Integration capabilities: Seamless integration with other business tools like productivity apps, marketing platforms, and communication systems.
8. Affordable pricing: Cost-effective solutions that fit within a business budget while providing necessary features.

Five popular CRM systems and their features and benefits

HubSpot CRM: Ideal for small to medium-sized businesses looking for a free, easy-to-use CRM with strong marketing automation capabilities.

• • Advantages: Free version available, excellent marketing tools, intuitive interface.
  • Disadvantages: Limited customisation and can get expensive with add-ons.

Salesforce: Suitable for large enterprises needing a highly customizable and scalable CRM solution.

• • Advantages: Highly customisable, extensive third-party integrations, robust analytics.
  • Disadvantages: Expensive, steep learning curve.

Zoho CRM: Good for small to medium-sized businesses seeking an affordable, feature-rich CRM.

• • Advantages: Affordable, feature-rich, strong automation capabilities.
  • Disadvantages: Interface can be complex, occasional performance issues.

Microsoft Dynamics 365: Ideal for organisations already using Microsoft products and needing deep integration with Office 365.

• • Advantages: Seamless integration with Microsoft tools, AI-powered insights, flexible customisation.
  • Disadvantages: Expensive, tend to have a complex setup.

SEMrush CRM: Perfect for digital marketing agencies and consultants who already use SEMrush’s SEO tools.

• • Advantages: Integration with SEMrush tools, client management, task tracking.
  • Disadvantages: Limited CRM functionalities, best suited for marketing professionals.

A powerful ally in your business journey

Selecting the right CRM depends on your specific business needs, size, and industry. For most businesses, HubSpot CRM stands out as a strong all-rounder. It offers a comprehensive set of features, a user-friendly interface, and scalability that can grow with your business. 

Additionally, its free version makes it accessible for startups and small businesses, while its paid versions provide advanced functionalities for larger enterprises.

Investing in a CRM system is not just about managing customer relationships; it’s a strategic move that can significantly impact your ability to scale, streamline operations, and achieve sustainable growth. 

Choose wisely, and your CRM will be a powerful ally in your business journey.

About the author

With over 12 years' experience of running a diverse business, Joe Twigg has developed a knowledge base across operations and sales, mergers, acquisitions and integrations, transformation and change projects and continuous improvement. 

As a Boost business adviser, Joe advises businesses on Boost's Scale to Thrive programme. He helps businesses recognise and remove obstacles that may stifle future growth and enjoys guiding businesses to help maximise their potential through unpicking what makes them special and understanding their challenges. 

If you’re looking to grow, scale or start your business, use Boost; Lancashire’s Business Growth Hub. We offer a range of funded business support services. Call our Business Support Helpdesk on 0800 488 0057 to find out more or complete our enquiry form.