What is CRM documentation and how can it benefit your business?
CRM software can be transformative, but employees need the resources to get the best out of it
With the challenging economic conditions we now face due to the coronavirus pandemic and the UK's impending exit from the European Union, businesses are now more than ever on the lookout for a new means to drive revenue and expand their reach, lest their bottom line turns from black to red.
One popular approach is to diversify their client base. However, this larger set of customers presents its own challenges, chiefly the greater need for careful management in order to ensure that sales are maximised, relationships are maintained, and that repeat custom is all but guaranteed.
Customer relationship management (CRM) software has gone a long way to making the process of managing masses of customers, as well as the marketing and selling of products and services to them, a somewhat less daunting process.
But to understand how to use CRM software and systems correctly, businesses need CRM documentation to explain to the users how they can get started with it, as well as enshrine the best practices needed to get the most out of such systems.
Why have CRM documentation?
Improvements in recent years have seen CRM software become easier to use and more user-friendly. Systems built by companies like Salesforce, moreover, has expanded the sales and marketing tools as well as integrated aspects like data analytics. This has ensured businesses have the capacity to make the most of new sales opportunities while existing customers aren’t neglected or left behind.
The sheer variety in CRM platforms, however, can be difficult to navigate and hard to get to grips with for those accustomed to older software. For those who have been logging customer actions in systems such as Microsoft Excel or even through using classic paper-based means, RM documentation is required in addition to CRM software.
Compliance is also a major issue, and documentation can be invaluable for training new starters in what is required under existing regulations. Data protection, for example, is a major component of any business activity, and employees will need to be familiar with best practices under the framework of the Data Protection Act 2018 or GDPR.
The presence of documentation would remove the need to constantly seek advice from a support agent, who may otherwise be engaged with another task. It also reduces the need to look things up online, where information can either be unreliable, inaccurate or simply incompatible based on the needs of the organisation.
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Ultimately, having accompanying documentation with a CRM system is a reliable way of empowering employees to troubleshoot their own problems, making them more self-sufficient and reducing the strain on the wider company, particularly those in the IT support side.
Robust CRM documentation should provide a form of cheat sheet for newer employees, and a safe reference point for those more experienced with a system. If a company consistently hears of employees struggling with a CRM system, it’s very likely the documentation is poorly developed.
How to create effective CRM documentation
It might seem like a daunting task to try and explain how to use an advanced CRM suite, but the trick is to create documentation that communicates how to use a company's CRM setup in a straightforward fashion, while leaving room for nuance and detail.
With that in mind, it's best to approach writing such a document with an eye on ensuring the reader is not overwhelmed with unnecessary information. If a CRM feature is irrelevant to the company's customer relationship activity then there is no need to detail it.
However, there is a need to ensure that enough detail is included in the document to avoid leaving a user to second guess the instructions for a specific function. And it's important that complicated functions are explained in a step-by-step fashion, even if it may seem like a quick explanation might suffice.
As such, it could be beneficial to get IT teams and those au fait with the CRM system of choice to contribute to the documentation. That could mean hiring an external technical writer, as such people have both the technical and writing nous to explain the nuances of complex technology or feature-heavy software in a means that makes it accessible.
Collaboration will also be key here, as getting feedback from the various departments and individuals working in a business and using the CRM system could be the difference from having complicated and obtuse documents and a neat set of clear instructions that eschew technical jargon.
As such, collaboration will need to be an ongoing process. As many CRM systems are cloud-based, they are often updated with new features and functionality that often gets pushed out automatically to the user base. This means that a set of instructions and user guidance in the responding documentation could be rendered moot or outdated.
By regularly reviewing the documentation and being aware of recent or upcoming updates to a CRM suite, a business can ensure its employees are not surprised when a user interface undergoes a redesign, for example, or a suite of new capabilities are added into their system of choice.
Keeping a digital copy of the documentation in a cloud-based service is one way to ensure a business can widely distribute up-to-date CRM documentation. A cloud-based collaboration system could also allow other people in the business to add their thoughts to a document, helping ensure it serves as many people as need it across an organisation.
Taking time out of a busy schedule to create an explanatory and guidelines document might seem like something IT workers might want to ignore.
But the potential benefits, such as everyone working in the CRM system to the same standard and understanding, could not only help bolster the development of customer relationships but also reduce the strain on the IT department and encourage users to take ownership of their own CRM development and troubleshooting.
All of this has the scope of benefiting a business overall, ensuring everyone is productive and effective without the need to overwhelm them with work.
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