ERP vs CRM: Which is Best for Restoration?
The sales environment across nearly every industry is flooded with various sales tools that promise the world and almost always underperform. The key to purchasing restoration sales tech is to focus on the quality of the product delivered rather than the quantity of emails or other materials that can be sent. Among the most useful products are CRM and Emergency Response Plan (ERP) systems. However, in the restoration industry, while they’re both very helpful software solutions, they serve vastly different sales functions. Understanding these differences is crucial for restoration businesses to make informed decisions and optimize their operations.
What Is a CRM?
A CRM is shorthand for a “Customer Relationship Management” system. These tools are software programs that can be as simple or as complex as needed. Many restoration companies that are just starting out (and unfortunately many veteran companies) have opted to use a spreadsheet as a CRM. While it is possible to use a spreadsheet document as a CRM, it is far from ideal.
Other companies, such as Salesforce, provide full CRM solutions that allow restoration companies to track outreach, lead status, send correspondence, and much more. A robust CRM system typically includes features like contact management, where detailed customer information is stored and easily accessible, and sales tracking, which monitors the progress of leads and opportunities throughout the sales funnel.
CRMs also offer sales automation tools that streamline repetitive tasks, such as sending follow-up emails or scheduling appointments, saving time and reducing the risk of human error. Reporting and analytics features provide insights into sales performance and customer behavior, enabling companies to make data-driven decisions. Additionally, CRMs often integrate with other business tools, such as email platforms and marketing automation software, creating a unified system that enhances overall efficiency. By centralizing customer interactions and providing valuable insights, a CRM helps improve customer relationships, optimize the sales process, and ultimately drive business growth.
How Do Restoration Companies Use a CRM?
In the emergency property restoration industry, a CRM system helps track customer inquiries, manage service requests, and maintain detailed customer records. It streamlines communication, enhances customer service, and ensures timely follow-ups, ultimately improving customer satisfaction and retention. By centralizing customer information, a CRM enables restoration companies to efficiently manage their client relationships, schedule appointments, and track lead progress, leading to more organized operations and an improved sales experience.
Restoration companies might find several unique functionalities of a CRM particularly valuable. For example, the ability to manage and document emergency calls and responses is crucial. A CRM can log the details of each emergency call, track response times, and ensure that follow-up actions are taken promptly. This is different from other industries where the immediacy and urgency of customer interactions may not be as critical.
The reporting and analytics capabilities of a CRM can also be tailored to the specific needs of a restoration company. For example, a CRM can generate reports on the types of emergencies most frequently encountered, the average response time, and customer satisfaction levels. These insights can help companies identify trends, improve their services, and make informed business decisions.
What Is an ERP?
An ERP in the restoration industry has somewhat of a different meaning than an ERP in other industries. Traditionally, an ERP was an Enterprise Resource Planning software. However, in the restoration industry, an ERP often refers to an “Emergency Response Plan.” This being said, there are some parts of a restoration “ERP” that can cross over with a traditional enterprise resource planner. An emergency response plan, like a regular enterprise resource planner, deals with the internal operations of a company but only when restoration services are required.
ERP software platforms like Restoration ERP are built to create a proactive restoration plan in the event of different disasters. These software platforms act as a single centralized source of truth–the best ones include different user roles, 3D scan integrations, document storage, utility shut-off maps, and vendor management. The properties that use ERPs enjoy two main benefits: First is the peace of mind that comes with knowing that an emergency has already been planned for. Second, in the case of an emergency, the amount of time that it takes to return to full operating capacity is drastically reduced since the planning stage has already been frontloaded and completed.
How Do Restoration Companies Use an ERP?
Restoration companies are usually the ones that provide commercial properties with emergency response plans since these are best developed in conjunction with a restoration company. As a result, some of the best restoration companies use ERPs as a type of lead capture to get a “foot in the door” with different commercial properties and property managers.
Using an ERP creates an intermediate step between a cold sale and engaging in full restoration services which makes the funnel much more comfortable and reduces friction when moving prospects down the funnel. ERPs accomplish this by establishing a relationship with a commercial property or a property manager in a proactive manner and add value before any restoration services are required. This builds the relationship and all but guarantees that, when these services are needed, the first call made will be to your restoration company.
Using CRMs and ERPs in Conjunction for Increased Sales
With this understanding of CRMs and ERPs both as sales tools, it’s easy to see the synergy that can be created by using both CRMs and ERPs in conjunction with each other. It works like this: the ERP can act as a lead capture to get an initial offer that is extremely easy to say yes to. The initial ask for this type of ERP can be anything from a cold email to an offer on your website to capture contact information and get that initial meeting. Once you have the prospect’s information, that goes into the CRM and helps you manage the entire relationship until you get paid for the ERP or you get the first phone call for restoration services.
Final Thoughts
ERPs and CRMs both have their own role and their own place in every restoration business. In fact, using both of these software tools in concert can be a recipe for success that few restoration companies have tapped into and can be a great way to differentiate your company from others in the area. Given that ERPs are new to the industry and many companies are slow to adopt new tech, adopting CRM + ERP tech stack can lead to a marked increase in new customers and repeat business.
Restoration ERP’s restoration software helps you get an easy foot in the door with commercial properties by simply selling an emergency preparedness plan. This white label software allows you to centralize all of the property’s key information so that when disaster strikes, there is a plan in place and the first phone call that’s made for restoration services is to your company. For more information about Restoration ERP, get in touch with our customer service team today or schedule a free demo to learn more about the software. Our team is standing by ready to answer any questions you may have about the platform.