Customer Relationship Management system

Customer Relationship Management software (CRM) allows companies to manage all of their interactions and evolving data related to prospects and customers. CRM software is a primary tool beneficial to sales teams continually accessing the data and actions of their sales processes. 

Customer Relationship Management (CRM) software enables companies to effectively manage their interactions and evolving data associated with prospects and customers. It serves as a primary tool for sales teams, providing them with constant access to valuable information and facilitating streamlined sales processes.

CRM software offers significant advantages to four key departments within an organization:

  • Sales
  • Marketing
  • Project team
  • Customer success 

What are the advantages of a CRM?

CRM increases sales (by up to 29%), improves productivity (by up to 34%) and boosts forecast accuracy (by 40%).

Source: Salesforce

Centralized access to prospect and customer data has several company advantages, including:

  • Centralization of data
  • Automation of redundant tasks
  • Personalization of campaigns
  • 360° view of contacts
  • Increased team performance
  • Improved customer service

How to use a CRM

A CRM platform is a valuable tool that offers a range of functionalities to effectively manage customer and prospect interactions, including:

  • Phone numbers
  • Company details
  • Occupations
  • Time zones
  • Products purchased

A CRM is a customizable system that can house numerous integrations. Salesforce, for example, can integrate more than 2500 applications.

A CRM is a customizable system that can be tailored to fit specific business needs. Additionally, it can integrate with various applications. For instance, platforms like Salesforce offer integration capabilities with over 2500 applications, allowing businesses to streamline their workflows and access additional functionalities.

There are three main types of CRM: 

  • Operational CRM: This type of CRM focuses on automating the sales process. It includes features such as adding contacts, scheduling demonstrations, obtaining signatures, and managing other sales-related activities. The software automates these processes, increasing efficiency and reducing manual workloads.
  • Analytical CRM: Analytical CRM utilizes customer and prospect data analysis to provide detailed insights and improve customer service. It helps identify patterns, preferences, and trends, enabling businesses to enhance their understanding of customers and make data-driven decisions to deliver better experiences.
  • Collaborative CRM: Collaborative CRM ensures that all collected data is distributed to the relevant teams within the organization. It facilitates cross-departmental communication and collaboration by sharing customer information, allowing teams to provide a unified and cohesive experience to customers.

Each type of CRM offers benefits beyond streamlining the sales process. By utilizing a CRM system, businesses can optimize various activities across the organization. These benefits may include improved efficiency, enhanced customer service, streamlined communication, and increased productivity.

Example of different CRM solutions

Several CRM solutions are available in the market, each offering unique features and capabilities. Here are a few prominent examples:

  • Salesforce
  • Microsoft Dynamics 365
  • Hubspot
  • Sage
  • Oracle

Sarah C

Sarah oversees all things inbound marketing, exploring the many business uses and topics surrounding digital adoption. Her previous experiences include B2C and product marketing in the social listening space, uncovering emerging industry trends.