Small Business Efficiencies: Customer Relationship Management

The world of the small business owner is a competitive place. You’re up against businesses of every size, and many of them may have resources you don’t. You try to gain an advantage by managing your company, regardless of its size, as efficiently as possible. In fact, reaching that goal is critical if you want to control costs, carve out a niche and maximize your presence.

How can you bring the highest level of efficiency to what you do? One way to begin is by thoroughly understanding the needs of your customers, and the most useful tool to accomplish that understanding is a Customer Relationship Management system (CRM).

What is CRM?

Although it begins with your customers, at its core, a CRM system provides a foundation to manage all your business relationships. This system gathers and stores data associated with the way clients, suppliers, and other organizations interact with you. Having the data in one central location allows you to get a detailed picture of those relationships, particularly who your customers are and what their history with you has been.

You can connect with them in ways that build a deeper relationship, and you will gain an understanding of how to help them solve their future problems. You will arm yourself with the knowledge needed to develop a plan to help them become more successful, happier, stronger, smarter, or whatever it is they seek. The program puts you in a position to offer products or services to satisfy their needs.

For example, the president of ICON Equipment in his company message talks about being proud that ICON can consult with their customers. Their mutual understanding allows them to offer a solution, engineer and manufacture that solution and then supply it and the training to operate it to the client. The high level of delivering solutions only occurs when the customer relationship is healthy. CRM will help you achieve this type of cohesive bond with those you serve.

Efficient Communication with Customers and Beyond

Managers can access the stored data in real time and help you understand not only customer relationships but every other business relationship. A CRM system can fulfill your management needs in simple or sophisticated ways, and the most important thing a CRM provides is an overall snapshot of your business’s health at any time.

Most business experts will say that effective communication should be the number one priority of managing your company. There are several components to effective communication, but arguably the most important one is listening. CRM allows you to hear what your customers, and others that are critical to the success of your business, are saying about what they need from you. When necessary CRM provides a platform for more efficient and effective communication internally as well as externally.

When everyone has access to the same information, the various departments will remain on the same page minimizing confusion and miscommunication. Suppliers will anticipate your needs in the same way you do for your customers. CRM helps turn every relationship into a partnership aimed at achieving superior results for all.


Becoming a winner means beating the competition. You need every available advantage because competitors are looking for theirs. ? CRM acknowledges that business is about relationships and provides the tools to strengthen those relationships. Relationships require honesty, mutual respect, and trust if they are to flourish. CRM creates the foundation for all three.