Adopt a tailor-made CRM to boost your sales and customer relations
Are you wondering what you can use a tailor-made CRM for? As part of your digital marketing strategy, personalisation is key, whether it's your tools, adapted to your business, or your customer relations.
CRM software is invaluable for effective management of your customer relations: it is your memory. It keeps track of all your exchanges with your customers and prospects, their profiles and your sales performance.
Are you hesitating between free CRM solutions and more advanced software? It's all a question of needs... and strategy!
If budget is a constraint, you should know that customised software offers you a range of services at very affordable prices, paid for by the time and productivity savings it brings you. The fact that they offer à la carte modules can actually give you unbeatable value for money.
How do you choose the software best suited to your needs? Read on for some advice and a CRM comparison of 8 bespoke tools.
What is a custom CRM?
Custom CRM: definition
Unlike a "turnkey" CRM, where everything is already configured and there is little scope for adapting it to your specicific needs, a bespoke CRM tool offers ready-to-use modules that can be combined either with existing third-party applications or with 100% customised applications (or business software) developed on demand.
These can include :
- online payment
- e-commerce
- automatic invoice generation
- corporate social networks,
- integrating an emailing solution...
Result: you create your own CRM, with an interface tailored to your needs and an à la carte subscription.
Why opt for a bespoke CRM tool?
- ✂️ It's all about customisation
Your CRM is like no other, it's like you. Do you want to stand out from the crowd? That starts with configuring your own tools.
- 💪 For efficiency
It can dialogue with your website, your accounts and/or your ERP tool.
Choosing bespoke modules avoids having features that are superfluous to your business and allows you to focus on the essentials.
- 👭 For collaboration
Several users can log in at the same time using unique identifiers.
Internal communication is made easier thanks to integrated chat options and shared diaries, for example.
- 👌 For quality
The equation is simple: the more the tool is tailored to your needs, the less time you waste on it, both when learning and when using it.
The reporting task is no longer perceived as a constraint, which improves the quality of the information entered.
- 🔎 For cross-functionality and visibility
The sales, accounting and marketing departments have specific but complementary missions.
Thanks to a tailor-made CRM, they have an overall, shared view of the objectives achieved and to be achieved, and of the development of the customer relationship.
The more the tool is adapted to the company, its sector and its business model, the clearer the information appearing on the interface and dashboards will be for everyone.
- 👮 For security
Existing solutions offer backups and digital safes.
However, depending on whether the data is hosted in France or abroad, it is not subject to the same protection.
- ⤴️ For upgrades
The technical support package enables the tool to be upgraded in real time and on an ongoing basis.
Even software that is well thought out and well defined in the specifications will need to be adapted after use, thanks to the user experience (back office and customers).
- 🎯 For customisation
If the bespoke CRM is accessible in the back-office for the company, and its interface customised (colours, logo, etc.), it can also be accessible in the front-office for customers.
Segmented by type, it is possible to configure what they have access to (certain products or services), allow them to identify themselves, place orders online, subscribe to specific newsletters, etc. The offer can be completely adapted to demand.
- 🔁 For interoperability and task automation
Modules can interact with each other. For example, the database can send end-of-contract information to the integrated emailing tool, which in turn sends an automatic reminder email to the customer.
A salesperson who spends less time entering data spends more time selling.
Which functions can be customised in a bespoke CRM?
To help sales staff sell more and better, become more agile and perform better, a number of functions in your bespoke CRM can be customised:
Customer data management
Adapting the structure of customer/company records and input fields according to the type of information you need to collect for your business gives you precise knowledge and a 360° view of your customers and prospects.
Lead management
As an essential element of a sales approach that differs from one company to another, personalisation enables you to fine-tune the management of sales pipelines and sales cycles of varying degrees of complexity and length. Adapting this function in your bespoke CRM gives you a clear overview of all your sales stages, from the first contact to the signing of the contract.
Database segmentation
This cross-functional function allows each user to extract specific data that can be used in their reporting and dashboards for one-off operations such as
- prospecting
- follow-up
- and targeted marketing.
Criteria must be defined in line with your business and strategic objectives.
Automate repetitive tasks and processes
This customised CRM functionality helps to increase the efficiency and proactivity of your teams. You'll never miss an opportunity again, thanks to a workflow that's perfectly aligned with your internal processes and working methods.
Dashboards and reporting
Customised with key performance indicators (KPIs) that are relevant to your business activity. Aligned with the company's strategic objectives, these tools provide your sales force with immediate and concise information on the state of their portfolio, the profitability of their actions, and the tasks to be carried out in the short and medium term.
Custom CRM: the tools
A free or paid custom CRM tool?
Tailor-made" and "free" certainly don't go together.
"Excel" and "bespoke" don't mix either.
If this is the tool you're currently using to manage your database and produce your dashboards, you're going to have to change sooner or later. It can't be customised, and it's not suited to collaborative or mobile working.
What's more, once your contacts file has grown too large, it will become unreadable and difficult to use, even with filters.
You will then need to migrate your data to a suitable CRM software package, by exporting your Excel file in .csv format.
☝️ Good news: most CRM solutions offer a mapping system to match the columns in your Excel file with the fields in the CRM database and detect any errors.
🤓 Some software packages offer free versions. Although tempting, the free version often hides a software package with basic functions, additional paid services (hosting of your data), a limited number of users or even a simple evaluation version.
As soon as you make specific requests, you'll have to pay a subscription fee.
What's the difference between CRM and ERP?
When you research CRM solutions, you often come across the acronym ERP.
The CRM tool integrates perfectly with an ERP ( Enterprise Resource Planning) solution, which is a management tool whose modular operation includes accounting, human resources, logistics, suppliers, sales... and customer relationship management.
The ERP tool therefore enables much more global management of a company's data, while the CRM tool is dedicated specifically to customer relationship management.
Many CRM solutions are evolving towards an ERP solution, and most ERPs offer a CRM module.
Focus on 5 tailor-made CRM software packages
Cirrus Shield, the innovative CRM for VSEs, SMEs and ETIs
Cirrus Shield has been named one of the 10 most innovative CRMs in the world. It can be fully configured with business applications to manage your company's various activities.
It offers turnkey modules by business sector as well as pre-built modules that can be adapted to suit your needs, whether you're in e-commerce, consultancy or service.
Key features :
- a streamlined interface,
- a powerful reporting tool,
- all modules available on mobile, tablet and PC.
Cirrus Shield
Eudonet, 100% customisable, for VSEs, SMEs and ETIs
Eudonet is an all-in-one solution designed for companies, estate agents, private equity, franchise networks, higher education, associations and the public sector. It puts your CRM at the heart of your information system by connecting it to all your applications, such as your website, your business software or your ERP...
Key strengths :
- over 18 years' experience
- Upgradeable functionality based on the latest technologies,
- 13 languages supported.
Eudonet CRM
Initiative CRM, customer satisfaction oriented, for VSEs and SMEs
Initiative CRM allows each company to customise the tool according to its own needs and adapts to its growth. Its simple, clear configuration interface means you can create a software package that reflects your image, completely independently. It helps companies save time and win customers at every stage of their sales cycle: prospecting, customer follow-up, marketing, sales management, advanced reporting, etc.
Key features :
- quick to learn,
- advanced reporting in real time,
- all modules and tools can be customised.
Initiative CRM
Salesforce Sales Cloud, the world leader, from self-employed entrepreneurs to large groups
The Salesforce Sales Cloud provider draws its inspiration from the international companies it works with to develop and continually improve its software, as well as the latest technologies in social networking, mobility, Big Data, etc.
The highest ranges offer the development of CRM satellite applications.
Key strengths :
- thousands of connectable software applications,
- optimum security and unlimited support,
- management of several currencies.
Salesforce Sales Cloud
Teamleader, CRM, invoicing and project management combined for very small businesses
Teamleader is more than a CRM, it's a real productivity booster thanks to its collaborative features combining customer relationship management, quotation and invoicing, and project management. The CRM enables you to build close relationships with your customers, while the task management and cloud telephony solutions enable you to coordinate internally to work more efficiently.
Key features :
- a neat, user-friendly interface,
- a host of connected applications (Mailjet, Jira, G Suite, Sage One, etc.),
- a flexible offering with competitive value for money.
3 ERP software packages in SaaS mode with a customised CRM solution
Axonaut, a high-performance, flexible tool, from self-employed entrepreneurs to SMEs
Axonaut is an ERP for high-performance business management thanks to a fully integrated CRM, an ergonomic interface and functions such as automatic generation of invoices and estimates, as well as modules for personnel management, administrative management and project management. CRM gets straight to the point: chasing up prospects, tracking the customer cycle, monitoring exchanges, etc.
Key strengths :
- simplicity,
- ergonomics
- customer service.
Axonaut
Ekkotime, 100% made-to-measure ERP, from VSEs to large groups
Ekkotime has developed basic modules for the standard needs of companies (prospect and customer management, quotation management, order management, planning management, invoice management, accounting interface, etc.) but also offers the development of specific modules at the request of companies. It will support and advise you on internal processes that can be improved.
Our strengths :
- a wide range of services: ERP, CRM, invoicing,
- assistance with configuration and 24/7 support,
- a team of experts who adapt modules and develop new ones on demand.
Ekkotime
Sellsy CRM, the intuitive solution made in France, for VSEs and SMEs
Sellsy is an all-in-one solution for managing your entire customer cycle.
Intuitive and scalable, it provides a global vision that is essential for salespeople and account managers.
It's comprehensive, enabling you to effectively manage prospecting, sales, invoicing, customer follow-up, marketing, etc. within a single interface.
Key features :
- an all-in-one tool: CRM, Invoicing, Customer Support,
- optimised monitoring of your prospecting,
- a highly efficient invoicing interface.
It's all a question of strategy - yours!
Each organisation has its own needs and the solutions that meet them.
Depending on your budget, your priorities and your digital marketing strategy, however, it is essential to invest in an effective CRM tool if you are to continue your development.
Perhaps turnkey software will suffice. But if your needs intensify, a bespoke CRM is your best ally, or even an ERP integrating a bespoke CRM, if you want more comprehensive management software.
Now you've got a few things to think about. Now it's up to you!
Custom CRM: the FAQ
Custom CRM vs. standard CRM: what do you really gain?
Compared with a standard, packaged solution, custom CRM is the solution for companies that want to optimise their customer relationship management and improve the productivity and performance of their staff.
Thanks to the advanced customisation of its functionalities, bespoke CRM can be easily adapted to your company's internal processes and strategic objectives. The optimised automation of tasks and processes, the implementation of customised workflows and the availability of customised dashboards and reporting tools all improve the efficiency of your teams. The productivity gains of a bespoke CRM are significant compared with a standard CRM, which has limited parameterisation.
Although the initial investment is a little higher for custom CRM, its return on investment (ROI) is higher. What's more, it guarantees greater productivity and continuous adaptation to your company's needs and your teams' working methods.
Should you develop your CRM in-house or use a modular software vendor?
Considering in-house CRM development is not necessarily the best option, given the complexity of such a project, the financial costs and the technical and human resources involved. Even if it is going to match the company's processes for a while, in-house development can create dissatisfaction for users in terms of ergonomics.
Above all, it may not be able to adapt nimbly to changing technologies and user needs. It may also fail to meet the complexity and requirements in terms of security and interfacing with other parts of the information system, such as the ERP. In-house development also entails hidden costs that can be significant, particularly in terms ofIn-house development also entails hidden costs that can be significant, particularly in terms of scalability, maintenance and integration into the company's ecosystem.
By choosing a bespoke CRM, developed by a modular software vendor, you benefit from a tried-and-tested solution that is perfectly adapted to your company's processes and the way your employees work, thanks to customisable functionalities.
Fast to implement, with a secure, cutting-edge technological environment - particularly in the case of SaaS solutions - bespoke CRM is an excellent compromise between a solution developed in-house and a standard CRM. With a bespoke CRM, you benefit from a scalable, secure system that is perfectly aligned with your company's processes and strategy, and from fixed-price maintenance services.
How much does a bespoke CRM cost (and how can you optimise the budget)?
With new technologies in SaaS (Software as a Service) mode, you can tailor your investment precisely to your company's needs. On a subscription basis, the price you pay for your bespoke CRM is calculated according to the number of users, modules and value-added services you subscribe to.
For example, the Salesforce Sales Cloud solution for SMEs starts at €25 per month per user. The price can rise to €330 per month per user for the Unlimited version for large groups, which includes all the features, automation, predictive and generative AI, and 24/7 support.
To the fixed price you pay for your bespoke CRM, you need to add installation and training costs (including skills transfer so that your teams are self-sufficient). To avoid any additional costs associated with upgrades, it is advisable to choose a solution that includes maintenance and updates as part of the package.
When should you switch to a custom CRM? The warning signs
If your company uses standard customer relationship management tools, your sales teams and management will quickly need to switch to a custom CRM. This is the only tool capable of optimising their processes and improving their sales performance and their conversion and loyalty rates.
It's time to implement a bespoke CRM if your teams are starting to spend time tinkering with their standard CRM in an attempt to adapt the management of their sales pipeline to the company's processes. It's also obvious when your employees are forced to use third-party, non-synchronised tools to obtain personalised monitoring of their activity and automate some of their day-to-day tasks.
However, this practice creates a risk of data being scattered all over the place, which could jeopardise its integrity, security, confidentiality and compliance with the General Data Protection Regulation (GDPR).
Article translated from French