THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY
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CRM Guide - Choosing and Implementing a CRM system

Rental companies are in the solutions business. Our objective is to provide the perfect machine or equipment for every task. In an increasingly competitive environment, one key differentiator can be your superior customer service.

Customer Relationship Management (CRM) software has the power to help you enhance customer service, while also improving the productivity of your sales force and marketing team. In theory it sounds really great – but only if you get the right CRM for your business. This is not just a technical issue in terms of finding a provider that can integrate with your Enterprise Resource Planning (ERP) software. It is vitally important that the CRM is tailored to meet the specific needs of a rental company, as well as your unique business objectives. Remember: one size does not fit all.

This guide is intended as a guide to help you ask the right questions of CRM vendors, to ensure that you purchase the best possible system for your company. We examine the four key stages:
  1. Discovery
  2. Pre-implementation
  3. Implementation
  4. Post-implementation
We explain why CRM is important, and analyse why it is vital to choose a CRM solution that is designed specifically for rental companies. Furthermore, we examine the different applications for CRM, for both sales and marketing.

This guide also highlights best practices, by featuring case studies from leading rental companies who give their unique insights into procuring, deploying and optimising a CRM solution. 

Please read the 'CRM - Key Requirements' document for more.
Learn more about the work of the ERA Future Group.


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