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Customer Relationship Management

WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management or CRM is an amalgamation of strategy and technology to interact, build, analyze and manage relationships with customers as well as possible future customers. For a business to flourish, an effective Customer Relationship Management strategy is crucial. The motive of CRM is to resolve any issue faced by the customers or consumers and provide the best possible solution. 

Customer Relationship Management is synonymous with customer relationship management systems that assist customers, in case there is a discrepancy, also ensures that the sales increase, processes are streamlined leading to profit. Another aspect of the Customer Relationship Management System focuses on improving the customer service of the organization. It also deals with the management of sales and contact, ensuring a smooth workflow process, an extension of productivity and many more.  

IMPORTANCE AND BENEFITS OF CRM

A successful and functional strategy for the growth of the business is of supreme importance. The strategy must be aligned with the organizations’ motives, outlook and other prospects. However, it is equally crucial to plan an up-to-date approach and operate a system that provides reliable information that enables in setting realistic goals and customized with evolving plans. A CRM System provides an overview of the customers as well as the interested people to assist in the management or development of an effectual plan. 

Benefits of Customer Management Systems

With an active strategy and plan, the Customer Management System ensures development, growth and increment of sales in micro as well as macro companies. Some of the benefits of CRM Systems are:

  • CRM Systems collects and gather potential data from various channels or modes of contact required for the connection between the organization and the customer. It could be a compilation of data from the company’s website, telephone, e-mails, information about markets and social media platforms 
  • Also, gives information about the customer’s past regarding the purchases made by the consumer, interaction with the organization to the customer support team for increasing the customer base and improving customer service 
  • Accessibility to information and insights on customers thought process could help the organization in envisioning features and provisions that might attract customers
  • With the least human interface, the chance of errors in information and data reduces leading to results that ensure an increase in sales and profits 
  • The Customer Relationship Management System helps in the identification of a potential lead or customer and categorizes them by activeness, duration of use and other such aspects. The information provided by these systems is accurate and gives an added advantage over the competitors 
  • Another benefit of a CRM System includes the growth of clientele base through word of mouth or by the provision of services and offers to ensure a loyal client base

FUNCTIONS OF CRM SYSTEM

  • One of the prime functions of the CRM system includes marketing automation to generate real and actual leads, also ensure various marketing strategies depending on the requirements and preferences of the customers
  • Customer Relationship Management software tracks customers, their purchase and interactions, based on which plans and strategies developed to build customer loyalty, obtain new customers and follow the leads generated to increase sales
  • Contact centre automation messages, phone calls or chatbots have reduced the stress and problems of customer care representative. This system directs customers to their desired extension or provides information to solve their problems. This system ensures less time consumption by cutting down lengthy calls and simplifying the processes for representatives as well as customers
  • The Customer Relationship Management System divides the workload for the smooth functioning of workflow, ensuring that the representatives are aware of their targets and can manage their tasks, accordingly
  • Another crucial function of a CRM system or software is tracking leads for potential clients. This information helps the customer representatives to interact and connect with people and increases the clientele base
  • Moreover, CRM System also manages projects by keeping track of the sales, the requirement of the customers, and the objective of the purchase and strategize other aspects 

TYPES OF CRM SYSTEMS

The advancement in technology has also witnessed the growth in several types of Customer Relationship Management Systems or Software.

CLOUD-BASED CRM

 

This type of CRM uses Cloud computing, also known as Software as a Service (SaaS). In this system, the data is collected and stored on a different, external network that the employees have access to with an internet connection or sometimes, through third-party service providers. The cloud’s system is user-friendly, secured, and cost-effective. The organization ensures data safety as a priority and there is no information leaked about the customers

ON-PREMISES CRM

 

In this system, the organization or company using the Customer Relationship Management Software handles the entire information, responsibilities of administration, security and maintenance of the database. The data and information of the software are saved on the company’s server and the organization can purchase licenses for the same. The system simplifies the entire management process. 

 

OPEN SOURCE CRM

 

In the open-source CRM system, the source code is available to the public to make changes without incurring any cost. This system also helps in the addition and customization of data, data links on social media platforms to improve the company’s social CRM practices. The only concern with this system is the security of the data that entirely depends on the employees and the organization.

 

Finally, Customer Relationship Management Systems have proved to be effective for the proper functioning of organizations, building relationships with customers and increasing clientele base. 

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