Effective CRM & Management is key to being customer-centric and preserving customer loyalty

CRM is a powerful tool that combines technology and business strategy to give you a full, consistent view of your customers in a way that continually strengthens the relationship. 

Letting you manage critical sales, marketing, and customer information essential for success and growth.

Let’s look at three huge advantages that a CRM system provides:

Ensures That Nothing Falls Through the Cracks

A CRM is a database of everyone who comes in contact with a business—prospects, customers, partners, vendors, suppliers, employees, and contractors—and activities associated with them. Knowing the history of your contacts creates informed communications and superior customer service. For example, track customers with existing jobs and make sure they are proceeding on track.

Also, you can see how problems are being resolved—with tickers, cases, and incidents created within the workflow to make sure issues are dealt with. You can monitor and schedule communications and customer outreach. This includes calls, lunches, newsletters, and other opt-in selections so that you stay top of mind when jobs come up.

Ensure Everyone Feels Special

The more information you or your staff can access about your customers, the more important they will feel when dealing with you. As a result, when a customer calls, you can see who spoke to last, what orders were placed, and issues that were solved. Plus, all emails, tasks, calendars, notes on the account, and other relevant data. Having real-time data will make conversations go smoothly and make customers feel like they are in the good hands of a supplier they can trust.

A Great CRM System Creates Value If you ever plan to sell your company

Information from the past helps plan for the future. Buyers don’t want to rely on an owner’s memory to assess the health of a business. They want a database with a company’s entire community, history, pending orders, backlog, communications, and profiles. They want data about the most profitable customers and the least profitable, the profitable products and the losers. Buyers will pay a premium for this information.

What makes a CRM great?

Importantly, whilst a CRM system is great for businesses. It is only as good as the information that goes into it. Therefore, to truly make it shine, it needs the following:

An administrator

Without a doubt, this is a person who likes to work with software. Assuming responsibility for the completeness and accuracy of the database. Specifically, an individual will become an expert in using the system and is invested in running it efficiently.

A committed senior executive

Importantly, someone in leadership has to be a committed advocate of a CRM system. He or she must use the system, insist on it being used across the company. Plus,  lead the staff in doing what’s necessary for the health of the company. CRM is a long-term investment that impacts the culture of the company. Leaders have to adapt and drive that culture.


Your business operation should be transparent to you and your managers. Therefore, the best practice is to integrate a CRM into a Print MIS system. Establishing one interconnected database that spans your entire shop.  Meaning you will have real-time visibility into every aspect of your operation and the flexibility to adjust as you need to.

Do you have further questions? If so, we can provide answers

Learn how Print MIS provides an effective CRM system to help your print business; if you would like to speak with a specialist, please feel free to get in touch.

Jason Naylor

Senior Software Sales Specialist at Ricoh UK