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CRM systems for marketing track and measure campaigns over multiple communication channels, such as email, search, social media, telephone and direct mail. These systems track clicks, responses, leads and deals.
Customer service and support.
CRM systems can be used to create, assign and manage requests made by customers, such as call center software which helps direct customers to agents. CRM software can also be used to identify and reward loyal customers over a period of time.
CRM systems can automatically suggest suitable appointment times to customers via e-mail or the web. These can then be synchronized with the representative or agent’s calendar.
CRM in B2B market
The modern environment requires one business to interact with another via the web. According to a Sweeney Group definition, CRM is “all the tools, technologies and procedures to manage, improve, or facilitate sales, support and related interactions with customers, prospects, and business partners throughout the enterprise”. It assumes that CRM is involved in every B2B transaction.
Despite the general notion that CRM systems were created for the customer-centric businesses, they can also be applied to B2B environments to streamline and improve customer management conditions. B2C and B2B CRM systems are not created equally and different CRM software applies to B2B and B2C conditions. B2B relationships usually have longer maturity times than B2C relationships. For the best level of CRM operation in a B2B environment, the software must be personalized and delivered at individual levels.
The basis of all CRM systems is a database of information with your client,
supplier or partner details. Capture all relevant information on your clients, suppliers, competitors and potential leads into accessible fields for the entire company. Prevent disconnected information settling in spread sheets or mail contacts which are not synchronised and accessible by the whole business.
Access to information on who your company deals with can prevent wasted time enquiring through-out the business, making unnecessary phones calls or waiting for response to email requests. Information is updated live and sync’d for offline use. Sales reps can access information to their next appointments booked by the office who have scheduled the next appointment in their diary. Get the phone number if running late and phone ahead, or double check the address if lost.
Basic contact information like company name, telephone numbers, email addresses and physical addresses build the foundation of a CRM system to track activities against, like sales forecasts, communication, quotes, invoices, service history, contracts and more.
There are 2 perspectives in the sales department in most businesses with a common goal.
One is from the Sales Manager and the other is the Sales consultant.
Sales Managers want to know how potential business and existing customer sales is progressing in the current month, forecasts for next month and the success of each individual in the sales force. The only way for this information to be collated and presented to the Sales Manager is to ask from the sales consultant or have the consultant update their sales data capture process. A sales funnel satisfies the Sales Manager in providing a graphical representation of all potential opportunities and their sales phase.
Sales Consultants want to do sales and little administration. They would also like to know how their sales figures are progressing, what their commissions are forecast and how to improve their sales figures. The good news is that CRM caters for both these requirements and perspectives in sales by utilising CRM on a daily basis. How CRM accomplishes this can be outlined below:
Integration with Microsoft Outlook provides a perfect software access portal to handle daily client interactions. Phone calls, appointments, quotes, orders, reminders are input and recorded from a received email, or created from scratch through defined fields in forms. Quotes can be generated from the sales consultant through the imported Product list and the correct Price List assigned to an Account ensures they receive their correct pricing margins. A press of the Print button merges the quote line items into a Word template on the company’s letterhead.
Quotes can be converted into orders, adjustment in the order can be made, fulfil the order and convert the order into into an Invoice. Empowering the sales consultant to manage their client from lead, pre-sales sales and payment cycle has never been easier.
Communicating with your customer base is an important aspect of keeping clients interested and aware of your business relationship. CRM offers you the opportunity to easily segment your customers into categories, location, sales area or product interest.
Filtering clients and narrowing down your Marketing message focuses the recipient of your campaign on the key highlights of your message, or a general newsletter updating your contacts on new product releases, changes in pricing, new employees or changes in account managers.
Marketing in CRM encompasses the option of sending personalised email mailshots, physical post mail shots or telephone campaigns.
Responses you may receive from a campaign are also recorded in CRM, quotes or orders placed and therefore a measurement can be made on the success of a campaign to your contact database, for example, a special sent out informing clients to take advantage. The marketing manager can then repeat such a campaign at a later date and have a more accurate sales forecast available.