What is a CRM? Benefits in using a CRM
CRM stands for Customer Relationship Management. A CRM software is a tool oriented towards the continuous improvement of the customer relationship.
A CRM serves a modern business strategy that focuses on the customer, knowing his needs and requirements. The goal of a CRM is to manage unified customer information and to increase the degree of satisfaction. In a CRM system, information is client-centered, so that it is reacheable in the same shape to all company representatives that are in contact with company`s customers. Basically, a CRM uses a single database where all customer information is integrated and real-time access to that information is provided through a single click. Information is power and it can be used to anticipate customer requirements, to plan the company`s marketing mix and to facilitate teamwork.
Implementing a CRM system starts with the need to change the approach to the existing and potential customers. The next step is to evaluate existing processes in relation to clients, to define requirements and areas that a CRM should address. Knowledge of these issues can clarify to what extent a CRM can be customized and adapted to business needs. One can also choose gradual implementation of a CRM functionalities or only certain modules of a CRM.
It is important for the whole team to believe in the chosen CRM solution and fully rely on this system. Notes on paper about potential customers, emails or other means outside the CRM system should be tactics of the past and the CRM system should be used by the entire team in order to serve the company’s long-term strategy in relation to third parties.
Benefits of using a CRM are mainly related to increasing customer satisfaction, organization of work and increased sales.