17/5/23, 10:36 Sistemas CRM: la guía para la gestión de las relaciones con los clientes

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Ventas | Qué es

Sistemas CRM: la guía para la

gestión de las relaciones con los
clientes
REVISADO POR:   ESCRITO POR:
Jess Pinrey Jillian Ilao
PUBLICADO EL 29 DE JULIO DE 2022

TABLA DE CONTENIDO

12 Los mejores sistemas de CRM para

pequeñas empresas

Un sistema de gestión de relaciones con los clientes (CRM) es una herramienta empresarial que
ayuda a las organizaciones a gestionar sus procesos de ventas y contacto con los clientes
potenciales y a mejorar las relaciones con los clientes. Los mejores están equipados con
funcionalidades para la gestión de contactos y clientes potenciales, la automatización de ventas,
la supervisión de proyectos y la generación de informes de rendimiento comercial. En este
artículo, definimos con más detalle qué es un sistema CRM y por qué este software es esencial
para las pequeñas empresas.

Los mejores sistemas de CRM para

pequeñas empresas
CRM para pequeñas
Caso de uso recomendado Precio inicial*
empresas

Mejor en general para pequeñas Gratis o $15 por usuario,

empresas que necesitan un CRM sólido por mes
con planes gratuitos y asequibles

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CRM para pequeñas

Caso de uso recomendado Precio inicial*
empresas

El mejor CRM para la integración de Gratis o $14 por usuario,

redes sociales y la gestión de inventario por mes

Lo mejor para los usuarios que desean un $14.90 por usuario, por
sistema fácil de usar con flujos de ventas mes
visuales

Best CRM with a built-in phone for in- Free or $39 per month
app calling for up to 5 users

Best scalable, free CRM for unlimited Free or $45 per month
users for up to two users

Best small business CRM with advanced $25 per user, per month
features like lead generation,
customizable reports, and case
management.

*Based on annual pricing

For a closer look at the features, strengths, and weaknesses of each provider mentioned above,
read our guide to the best CRMs for small businesses. If these providers have too many features
you may not necessarily need, check out our guide on CRM alternatives if you only need a tool
for organizing and tracking prospects and leads.

What Is a CRM System Used For?

CRM systems work by pulling together lead and customer data collected by business websites,
social media, emails, and third-party apps into a single customer database. This enables more
streamlined sales, marketing, and service activities and strengthens relationships by allowing
agents to provide more personalized interactions with contacts.

Some CRMs provide more robust functionality beyond contact management and workflow
automation. For example, a business can also use a CRM platform to analyze data and uncover
patterns to make your sales, marketing, and CRM campaigns more efficient. It can also be used
to predict future sales trends.

A CRM's use case depends on the individual application. CRM features vary from one provider
to another and between pricing tiers. Some platforms only provide sales tools, while others
include marketing features. There are also some all-in-one solutions that help you manage and
improve all aspects of your CRM process.

The complexity of a CRM system also depends on what other business tools it is designed to work
with. CRMs, like Salesforce and Pipedrive, can be purchased as standalone systems.

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Alternatively, they may be integrated with other types of software as a value-added service, such
as Mailchimp (which is primarily an email marketing tool) or Nextiva, a voice-over-internet-
protocol (VoIP) platform.

Download our free, in-depth CRM e-book to learn more about how to choose and
implement a CRM for your small business.

Pellizcar para ampliar

The Expert's Guide to

Customer Relationship
Management
Small Business Use Cases + Pro Tips

Download Now

Why Your Business Needs CRM Software

Customer relationships are the foundation of a successful business, but building good
relationships takes time and effort. It entails various activities, such as continuous
communication, re-engagement, and understanding your customers' needs. These are aspects
CRM systems help you manage through tools like contact management, omnichannel
communications, email marketing, and analytics.

CRM tools help you streamline your sales processes and customer communications, ensuring
nothing falls through the cracks. Some of the challenges you can avoid when using a CRM system
include:

Difficulty in managing an influx of customers and leads

Not having enough visibility into your customer data

Being unable to accurately monitor your teams' performance

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Wasting time creating reports manually

Studies show CRMs use sales, marketing, and automation features to help businesses target
their audience, enhance access to customer data, and shorten the sales cycle. A HubSpot report
found that 61% of high-performing leaders used a CRM solution to automate their sales
process.

Pinch to zoom

Pro tip: Curious to learn more data-backed insights on the use of CRM systems?
Check out our article on 10 interesting CRM statistics every small business should
know.

Additional Benefits of CRM Software

A CRM solution simplifies your customer relationship management process, helping you
manage your leads and increase customer retention. It is equipped with tools and features that

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automate some aspects of your business operations and make customer interactions more
efficient and effective, as well as improve your overall customer satisfaction score. Some of the
top benefits of utilizing CRM platforms include:

Simplified sales processes and increased team productivity

Centralized access to customer information

Data-backed insights for improved decision-making

Improved collaboration among your departments—particularly sales, marketing, and

service

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While using a CRM entails some investment, it also provides businesses with tangible benefits.

CRM Software Costs

CRM pricing models range from free to more than $100 per user, per month, depending on the
type of CRM and the features included in each package. Free and low-cost CRMs ranging from $8
to $15 per user, per month often support a limited number of seats and have lower data storage
capacity. These also typically only include basic CRM functionalities, such as contact, lead, and
pipeline management.

CRM packages for mid-range companies can range from roughly $30 to $150 per user, per
month. These usually offer additional features for lead generation, collaboration, and reporting.
Others offer more extensive CRM integration, such as a built-in phone system. More advanced
plans for large enterprises can cost as much as $300 per user, per month. The most expensive

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CRM systems include deeper customization options as well as highly sophisticated analytics and
reporting tools—typically beneficial for larger-sized enterprise companies.

Pro tip: Some CRM providers advertise low per-user fees, but there are often
additional fees for training, onboarding, and implementation. Some options also
have separate charges for customer support. Ask your provider about these items
before committing to a CRM plan to ensure the package you choose meets both your
needs and budget.

Types of CRM Platforms

There are three fundamental types of CRM solutions: operational, analytical, and collaborative.
While they have different sets of functions and purposes, each has the same goal: to improve
customer relationships and grow your business.

Operational CRMs do this by automating your business and sales processes to save time and
effort. Analytical CRMs focus on gathering data and analyzing it to help you deliver excellent
service to your customers. Collaborative CRMs‌bring together your sales, marketing, and service
teams to help you better understand your customers' needs.

Pinch to zoom

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Types of CRM Technology

When choosing a CRM solution, determine the type of technology you need based on several
factors. These include the size of your team, your company's budget, the level of customization
you need, and the extent of data access by third-party vendors. Take a look at these examples of
CRM systems below to see which one best fits your business needs.

Pinch to zoom

Cloud-based CRMs
Also known as software-as-a-service (SaaS) or on-demand CRM, cloud-based systems store your
data in a remote network your employees can access anytime, anywhere. The provider also takes
care of the deployment and maintenance of the system, so you only need to oversee the CRM

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adoption and provide your employees with access to the app. They can open it and access
customer data as long as there is an internet connection.

Cloud-based CRM systems are seen as a more budget-friendly option because you don't need to
invest a large amount for a software license. You only need to pay subscription fees regularly.
Most CRM providers already include basic maintenance and support services in the subscription
costs. When you're ready to scale up your business, you can upgrade to a higher-pricing tier with
more data storage and features.

Some of the popular cloud-based CRM providers are Salesforce, Zoho CRM, and Pipedrive.

On-premise CRMs
An on-premise CRM solution is installed on the company's servers and requires the purchase of a
software license. You also have complete control over the setup, installation, employee training,
software maintenance, and data security. However, the vendor will still provide technical support
when critical issues arise. With this kind of system, you don't need to rely on an internet
connection to access your database.

While an on-premise CRM system allows you to have complete control over the server, this also
means that your company bears full responsibility for the extra IT staff needed to manage it. In
addition, you have to shoulder the expenses for hardware and software maintenance or upgrades,
industry compliance, and offsite data backup service. In general, this kind of system requires a
greater capital investment and takes longer to scale.

Some popular CRM providers still offer on-premise versions of their software. Examples of these
include Microsoft Dynamics and Bitrix24.

Open-source CRMs
An open-source CRM solution allows users to access its basic source code for free and customize
it deeply based on its intended use. You can deploy the modified software to individuals or your
entire company. In addition, there's support from open-source developer communities for bug
fixes and troubleshooting.

The main drawback of open-source solutions is that they require advanced technical skills to
implement. Aside from that, most open-source CRMs are not known for aesthetically pleasing
and intuitive interfaces. There is also a limited number of core features available with the free
source code, so you need to pay for a more robust system.

Examples of open-source CRM platforms are Vtiger, SuiteCRM, and Odoo. To learn more about
these providers or see other similar options, check out our guide to the best free and paid open-
source CRM software.

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Industry-specific CRMs
Most popular CRM providers are general-purpose CRMs that offer businesses a centralized
location to manage customer data and interactions. However, some businesses benefit from
using industry-specific CRMs. These CRMs provide more niche and specialized tools to help
particular business types move customers and prospects through sales cycles more quickly.

Businesses that need industry-specific CRMs include companies in the insurance, healthcare,
real estate, hospitality, mortgage, call centers, and construction industries. CRMs for these
industries typically have processes and ready-made tools that need minor customizations. For
example, a CRM system for the real estate industry will usually have features for payment
collection, lease contract management, and integrations with popular real estate marketplaces.

Pinch to zoom

While general-purpose CRMs provide a more generic set of features that are universally helpful, some companies
benefit from using industry-specific CRMs that offer niche functionalities.

Integrating Your CRM With Other Business

Tools
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Software integrations connect various tools to sync essential customer data and allow them to
flow in one or both directions. Integrating your CRM with other applications your sales team
uses helps facilitate more integrated customer data management and avoid information
redundancies. For example, if a team member updates your CRM database, it will automatically
update the same information in all apps.

In addition, integrating your CRM with other apps is crucial in managing your customer
relationships, especially if you need specific functionalities only certain software can provide.
These may include some of the most popular CRM integrations, such as customer service or
help desk, social media management, email marketing, and accounting software.

Pinch to zoom

Integrating your CRM with other business tools you use helps scale the collective power of your software
ecosystem.

Essential CRM Features & Functionalities

Different CRM providers have their own set of features and highlight the functionalities that set
them apart from competitors. However, there are certain fundamental CRM features that
should be included in their lineup of capabilities you should look for—no matter which provider
you're considering.
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Pinch to zoom

Creating Your CRM Strategy

A CRM strategy is a plan of action for organizations to process customer data and use it to
improve their products and services and effectively serve their customers. It is essential in
strengthening customer relationships, driving sales, increasing team productivity and
collaboration, and improving the overall customer experience.

Pinch to zoom

Creating a CRM strategy can be summarized in six steps—from reviewing your business goals to defining your
team's key performance indicators (KPIs).

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Pinch to zoom

Implementing Your CRM

Implementing CRM software requires careful planning—especially if you want your team to
utilize it. While most CRM systems are designed to work out-of-the-box, you still need to take
several aspects into consideration to get your CRM up to speed and make the most of your
investment.

Steps included in implementing CRM include assembling your CRM team, establishing your
goals for using the software, identifying data that needs to be migrated, and integrating third-
party apps. You also need to train your team on how to use the system to increase CRM
adoption and maximize its benefits.

Pinch to zoom

We summarize CRM implementation in eight steps—from assembling your CRM team to measuring CRM
adoption among your team members.

Bottom Line
CRM systems may seem overwhelming and, sometimes, like overkill for your business. However,
using one often makes the difference between providing timely and informative follow-ups or
allowing deals to slip through the cracks. This makes the CRM solutions well worth the
investment for businesses of all sizes, provided your team commits to keeping data up to date
and is thoroughly trained on its expected use.

You Might Like…

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Interested in how you can properly utilize your CRM system? Read our guide on CRM best
practices.

Did you know the customer relationship management process began in the 1950s? If you're
curious about the evolution of CRM through the years, check out our comprehensive article
on the history of CRM.
Using a CRM can help you attract new clients and open new opportunities for career
advancement. If you want to showcase your knowledge in using CRM in a verifiable way,
consider earning CRM certifications.

About the Author

Jillian Ilao
Jill es experta en ventas y servicio al cliente en Fit Small Business. Antes de unirse a la
empresa, trabajó y produjo contenido de marketing para varias pequeñas empresas y
emprendedores de diferentes mercados, incluidos Australia, el Reino Unido, los Estados
Unidos y Singapur. Tiene una amplia experiencia en escritura y ha cubierto temas sobre
negocios, estilo de vida, finanzas, educación y tecnología.

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