Customer Relationship Management (CRM) software has been around for quite some time now, and many businesses are already making use of these tools – but with evolutions in technology and changes in customer demand, older platforms and programs are now woefully out of date.
In this article we are going to walk you through everything you need to know about CRM software, from what it is and how it has changed in recent years, to how to identify if you need a CRM or an upgrade, then finish up with 10 key factors you should be looking for in an optimal CRM for your business.
What is CRM software and why is it important to your business?
CRM software is a tool which helps businesses to manage their interaction with customers. Over time it has also developed to become an essential application to help improve customer relationships, streamline business processes, and increase overall business profitability and growth.
CRM is able to do this by providing a range of functions and integrations with other core systems, depending on the platform and how it is set up, and can aid in:
Recording customer information and unifying data from multiple sources in a single accessible database.
Tracking customer engagements and interactions such as customer service communications, marketing emails, sales calls, and engagement on social media.
Keeping contact details up-to-date and (within legal reason) provide a history of client information.
Managing customer accounts and payments / subscriptions.
As a result, CRM software can also help to improve team communication, better integrate and align sales and marketing activities, and assist overall business planning with data gathered over specific periods.
The simple overall goal of having CRM software is to improve your relationships and grow your business.
Technology and innovation have played an enormous role in the evolution of CRM tools, and new features are commonly appearing on the market to allow the platform to do more.
Whether these features are suitable for your business will depend on what you are doing, and how you are doing it – but if you have not reviewed your CRM recently, then you are more than likely overdue.
How has CRM software been growing and evolving in the last five years?
Since 2020, CRM software has undergone significant development and evolved from a simple database to one of the more complex core programs sitting at the heart of digital infrastructure and modern business.
Where CRM has undergone the most transformation could be seen as:
Adoption of automation, Artificial Intelligence (AI) and Machine Learning (ML).
Seamless integration of other programs such as team management, social media, workflow management, and reporting tools.
Cloud-based accessibility.
Mobile and App support.
Omni-channel customer overview with full integration and centralisation of data.
Inbuilt start-to-finish data analytics and reporting.
Technology has been driving CRM software to become one of the most important programs within a business process structure, and this push towards streamlining, refinement, and integration is not likely to stop any time soon.
According to Statista, in the last five years from 2020 to 2025, the CRM software industry has rocketed from a value of $57.03 billion (USD) to $98.84 billion, and is predicted to reach $145.61 billion by 2029.
How to identify if you need a CRM or if you are due for an update:
Deciding on when to bring in a CRM or upgrade to a new one can be a bit of a daunting process, especially if you have got used to the way you are doing things or are unsure about the outlay expense.
If you are considering whether you need a CRM or an update, but do not really know, try considering your answers to the following questions:
Are you actively spending time on business development and the forward momentum of your business?
Are your datasets and spreadsheets organised? Can you immediately put your hand to client information whenever you need it?
Are your client records in a single location and reliably up to date?
Is your customer interaction personalised?
If you have answered “No” to any or all of these points, then a new or updated CRM would definitely benefit your business.
10 Key factors to look out for in a suitable CRM for your business:
There are a LOT of different CRM software options on the market, some will promise to be all singing and all dancing, others will try to convince you that they have specific custom tools that you can only find with them, and others will try to include everything but the kitchen sink and try to convince you that they are the best value for money.
Your own specific needs and the organisation of your business will play a considerable role in what CRM software you choose and what is best for your company.
To aid you in your decision-making process, here are 10 key factors and ideal functions you will likely benefit from and should be looking for in choosing your CRM:
Customisable workflows and automated task assignment An ideal CRM will allow you to create workflows and processes that support your business needs and work with how you operate. When supported by appropriate workflow automation, you should also be able to utilise automated task assignment to ensure the right team members are getting the right tasks as soon as possible.
Effective lead management and weighting As you deal with customer data and information, you are bound to identify new opportunities and leads. Modern CRM software are capable of taking this information, utilising specific data and metrics, and determining which opportunities should be prioritised and / or pursued.
Inbuilt data analytics and reporting In order to make the most of your data, your CRM should have analytics functionality that allows you to not only collect and review the information but also turn it into customisable reports with just a few clicks. The more information you have available, the more you can view your existing customer base, determine the success (or failure) of your campaigns, and determine where you are going to take your business next. Effective CRM software will allow you to make use of historic and real-time information to identify trends, streamline operations, target campaigns, and even improve accuracy for forecasting and management.
Granular permissions and enhanced data security Data protection and data security is a big deal and failing to manage this can often result in serious trouble, not just with legal consequences, but also damage to brand reputation and trust. Having a robust data security process and reliable granular permissions, which ensure only the right people can and do have access to specific data sets, can help you to improve your data security and built trust in your brand.
Customisable Terms & Conditions (T&Cs) for individual clients If your business model involves personalised content, individualised products, or repeat subscriptions or orders, then there is a good chance that your T&Cs are going to need to adapt to each individual situation. By having a platform which allows you to manage your T&Cs on a granular account-by-account basis, you and your clients are always on the same page, and know exactly where you stand when it comes to roles, responsibilities, and rights.
Flexible quote templates and easy to maintain brand standards Your employees, whether they are the marking team engaging with potential leads on social media, or your sales team following up on conversions, are the face of your business. In order to maintain brand standards and a signature brand personality, you need to have a unified approach and brand voice. By utilising customisable templates, you can keep brand standards maintained and at a set style, whilst still giving your team the freedom to adapt templates and correspondence to be personalised and relevant to the client.
Social Media integration With the rise of social selling, influencers, and an overall increase in social media driving engagement, it is now more important than ever to monitor what is going on across your channels, how specific leads are forming, and what customers want from you. By integrating data from social media into your customer records, the right CRM will allow you to see exactly what platforms are bringing you the most ROI, the demographics you are connecting with, and what your customers are actively expecting from you.
Advanced Contact Management The days of just having a client name and address or email / phone number are long gone. Your contact management processes are going to be functioning at the heart of any modern and effective CRM, providing you with far more detail and information, which your teams can use to their advantage. Modern CRM systems will seamlessly gather data from omni-channel sources and provide you with a full overview and deep insights into individual clients, specific demographics, and overall industry trends that might impact your direction.
Multi-location availability and Mobile & App support The way people work has changed dramatically since the early 2020’s, with a huge rise in remote or hybrid working, and a need for real-time support for employees when they are out on location or travelling to visit clients. Having a futuristic CRM, driven by powerful data-driven processes and structured to utilise efficient data pipelines is ideal, but it is made even more appropriate and relevant to modern business when it is available outside of the office. The best CRM software solutions will allow your teams to connect, update, and work with real-time availability for their tools.
AI and futuristic technology support The use of Artificial Intelligence (AI) and modern technologies is going to continue to impact the way CRM software functions and the role it plays in business. In order to remain up-to-date and future-proof, modern CRM needs to be flexible and capable of supporting these new innovations. When choosing your CRM, looking for one that already utilises AI and has the ability to evolve alongside your technological updates will save you a lot of time, money, and effort further down the line.
When you bring a CRM software system into your business that makes the most of all these elements, you can evolve your business processes and structure to make the best use of your internal resources, your team skills, and the budget that would have gone into handling many repetitive tasks by hand.
Modern CRM is going to continue to evolve, and data-first approaches to industry are being seen across the globe. In order to remain competitive and make the best use of your resources, it is vital that you have a reliable CRM at the heart of your business.
TEB, the next generation of CRM software
Make a powerful positive change to your processes and discover all that TEB can offer your business.
When you use TEB for your CRM needs you will benefit from highly sophisticated software made easy to use and ready to evolve alongside your business.
Amongst the many benefits that come from having TEB, you can expect:
Multi-location support with mobile and app functionality so your team are always able to access the most up-to-date records without having to compromise on their working style.
Powerful automation to assist in opportunities management allowing for faster task assignment, customisable workflows, and more accurate evaluation of the opportunities that will bring the most benefit to your business.
Built in analytics and flexible reporting to take your data to the next level. With TEB you can monitor the information that matters to your needs and create fully customisable reports with a few easy clicks.
Book a demo today and make 2025 the year you evolve and grow with a team that supports you every step of the way. Whether you are engaging with CRM software for the first time, or you are looking to upgrade – TEB has got you covered.
Businesses across the world like yours are switching from traditional CRM software to TEB Apps to leverage futuristic automation to streamline their end-to-end sales processes.
Discover how to choose the best CRM software for you. Choose a budget friendly, accessible CRM software that meets your needs. Learn more with TEB Apps!
With TEB’s Management Dashboard, the client now has a real-time overview of their operations, with simple visibility on how may products and items are being demoed, and how many are being sold in the market.
