One in two small and medium-sized businesses are wasting time on manual tasks, and two in five are duplicating tasks. Using customer relationship management (CRM) software is one way to claim back some of that precious time, writes Mike Nash, MYOB Senior CRM Manager.

From building houses to making clothing, the Australian manufacturing, wholesale and online retail landscape is as diverse as our country itself. But all businesses in this sector agree on one thing: there just aren’t enough hours in the week.

With economic tightening continuing for small and medium-sized enterprises (SMEs), now more than ever the focus is on getting more bang for your buck, and finding ways to maximise productivity.

According to MYOB’s Digital Disconnection Challenge report, one in two small and medium sized businesses are wasting time on manual tasks, and two in five are duplicating tasks. There are a multitude of digital tools available to solve these problems. However, for those on a growth trajectory, there comes a point when using multiple tools add more frustration than they save.

For the 225,000 Australian manufacturers, wholesalers and online retailers, one of the major pressure points is around managing all aspects of the customer relationship, including orders, manufacturing, freight and support. Using customer relationship management (CRM) software is one way to claim back some of those wasted admin hours.

And government incentives such as the Small Business Technology Investment Boost make investing in the right online tools even more affordable.

So, how to know if your business is ready for a CRM system?

If you’ve evolved beyond basic processes (think Excel spreadsheets and email conversations), and you’re opening up more than one system to run your business, then it’s time.

Let’s look at three essentials to help remove some of the growing pains for Australian manufacturing, wholesale and online retail small businesses.

1. Maximum functions, minimum platforms

There are countless platforms out there designed to help businesses save time, but there is also such a thing as bad digitisation. This is when multiple platforms and software packages are used and don’t integrate or interact with each other. Three out of five Australian SMEs are struggling with bad digitisation.

Add to that time-consuming troubleshooting and staff training on how to use each platform, and managing tech tools can become an onerous task.

As with all digital tools, it’s ideal to have a CRM system that works seamlessly with your existing software and is easy to use, so it doesn’t add stress or unnecessary complexity to your business management practices. Software should work for you, not against you.

This means choosing a CRM that integrates with your existing processes, meaning accounting and tax, shipping and logistics, stock management and sales development all work together to work for you. An all-in-one portal that every team member can use to access the same information from anywhere: a single source of truth for your business in real-time.

This kind of integration also means you can avoid double-handling your data, so you’re streamlining your processes, and minimising the odds of making mistakes in data entry. It also saves time – MYOB’s Digital Disconnection Challenge report found SMEs waste seven hours each week on disconnection issues.

2. Up in the cloud

With CRM solutions, the stress-testing comes when you need to access information (and need it fast). No matter which platform you choose, you need a solution that’s nimble and responsive.

Cloud-based platforms are ideal, as they can roll out software improvements quickly, and give you confidence you’re always working with the most up-to-date features, developed in response to the needs of businesses like yours.

Cloud-based systems, such as Tall Emu, also have the ability to grow with your needs as your business evolves – so look for something that suits you now, that will also stay relevant as you scale.

3. Make it easy

As with any business tool, the best way to make the most of your CRM investment is to use it to its full potential. So look for a CRM that’s easy to use, with comprehensive training and support for the people in your team who’ll be working with it.

Ideally, you want something that everyone can access and navigate – from the stock handlers on the warehouse floor, to the customer service reps in your office HQ. For example, a good CRM system will provide unlimited access to training for all of your employees, and give you a key point of contact for support and seamless onboarding.

Scaling a business is a team effort, so the more people who can use the CRM, the more time you’ll save. The increased accuracy and reduction in manual data entry will help increase your efficiency and productivity as you grow. And everyone in your business will reap the benefits.

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