Do you know the old journal with grandmother’s telephone numbers? That ragged little book where all the important names, numbers, and addresses were denoted: the neighbor, the extraordinary auntie, the specialist, the repairman… Indeed, this is a brilliant model to begin making sense of what a CRM is.
Supplant individuals from grandmother’s daily existence with your clients, and it’s finished. Isn’t that unmistakable to you? Relax; we’re here to make sense of everything, indeed everything, about what a CRM is and why it’s a device your organization can’t manage without.
A First Definition Of CRM
First, you will have speculated that CRM is an abbreviation for Client Relationship with The board, whose strict interpretation is “client relationship with the executives.” And this is definitively the very thing that a CRM does, which is just administration programming that sorts out contact data, overseas connections, stores collaborations, and tracks the whole on the web and disconnected insight with current, potential, and different contacts.
Subsequently, a CRM enables the organization to monitor deals and business connections connected with them. A CRM today is fundamental for many organizations, new companies, and associations. This means promoting essential activities to improve the organization’s machine and business.
This is conceivable because these solid and vital apparatuses determine how to gather client information from various sources: bulletins, occasions, selling, authentic deals, internet business, pay-per-click crusades, Advertisements on interpersonal organizations, etc., methodically. The data will be saved and can be reused to stay in contact with clients, leads, and prospects in a more open and, most importantly, designated way.
What Is A CRM For?
Remember what we said about Grandma’s phone book? You could write down numbers, addresses, and notes on the person in question. Here, the CRM can do this and much more since it is an IT tool and, by its very nature, is interactive. In a CRM, therefore, the information will not only be collected but can be organized with criteria decided by the manager; moreover, automatic email-sending actions can be generated, and statistics regarding the sales made can be produced to improve one’s communication strategies. In concrete terms, a CRM is therefore used to:
- Get a bigger picture of your contacts and know exactly what topics to cover and what to leverage the next time you meet or email someone featured in the software.
- Know in depth the tastes and habits of your prospects/customers, allowing you to produce targeted communications towards them.
- Find and group all contacts who work for the same company and all interactions (such as messages) that have been triggered about your work with it.
- Discover the existing relationships between your contacts and “take advantage of them,” for example, by asking for references or one of the interested customers to sponsor you with the others.
- Study your current customers and their preferences to hunt for new customers in the right places and with the right strategies so that you increase the percentage of incoming warm leads.
An Important Premise
An essential premise must be made. For the CRM to perform its functions fully and bring a practical benefit, the company must know its customers well. As we have said, the help of software can significantly improve relations with your contacts, but it is still an IT tool: it stores and processes the data you enter. Therefore, you must ensure that all the company staff, from the worker with the most straightforward job to the most experienced salesperson, know who you are addressing and what needs you must respond to.
Only when the entire company machine moves harmoniously and stubbornly towards the objectives will the CRM bear fruit, favoring and amplifying the positive trend. By storing the contact information of customers and prospects, the CRM allows you to sell opportunities, record service issues, and manage marketing and sales campaigns from a central and privileged location.
In this way, your entire commercial network will have access to information relating to all your customers: consultants can see how they were contacted, what they bought and when they last bought it, and much more. This will facilitate the execution of marketing strategies and will quickly lead to increased sales.
- By using a CRM the right way and developing a strategy around it, a company can grow the business by:
- By providing services and products that are exactly what customers want
- Ensuring better customer care
- By selling the products on the proper channels, with ad hoc messages
- Helping sellers close deals faster
- It is maintaining good relationships with existing customers and helping to discover new ones.
What Can You Do With A CRM?
Management software helps you identify and keep your ideal customers, collaborators, and suppliers over time. Think about it: You will always retain a potential partner’s business card and remember to update suppliers on sourcing needs. You will always have everything under control. With a CRM, you can easily control the negotiations and increase the percentage of wins, following your customers more closely and strengthening your relationship. In this way, it will be easier to understand their needs, get to know their habits and lifestyle, and consequently, get them out of your shop/company satisfied.
We remind you that CRM catalogs not only names but also websites, email addresses, and social accounts: with just one click on the platform, you can have a complete panorama of information like never before. The CRM, being a computer system connected to the Internet, will also be able to automate the storage of information or incorporate other data about your customers based on those already entered by you.
It will therefore capture your personal preferences based on your actions on social networks and purchasing habits by drawing on cookies. Of course, you can also manually add other information, notes, and data. By systematically organizing all of this information, your CRM system will provide a complete picture of individuals and companies, so you can better understand your relationship with them over time.
Further Functions Of The Latest Generation CRM
The most advanced CRMs today can perform additional functions than simple customer management. Today, it is easy to find the document management function, related electronic signature, accounting, and invoicing functions, and a calendar from which to directly set and manage the various appointments connected to your smartphone. The most advanced applications also support customer management, customer care functions, and business management. Not only organization and improvement of external communication, therefore, but also optimization of the internal one.
With many management systems today, it is possible to control the division of tasks, the subdivision of departments, and the progress of all jobs in a centralized way. In this way, the manager can foster collaboration between various elements of the company workforce, assign tasks remotely and even monitor the progress of the live work.
In some cases, if the type of company requires it, CRM management software also supports sales, production, and warehouse management functions. This means that from a single system, it will be possible to monitor supplies and display, possibly updating orders in real-time and never leaving the warehouse empty, thus eliminating dead time. The sales will be registered, and automatically, the command will be sent to the dedicated department to produce those products again.
These are just some examples of possible actions with the latest generation CRMs. What unites all these tasks is their customer-oriented vision: relationship management, production efficiency, and streamlining of the work of the company staff have the objective of providing better customer service and, consequently, growing their business. However, the essential integration a CRM can provide today concerns marketing strategies.
CRM Helps Implement Marketing Strategies
Today’s most advanced CRMs can implement what, in technical terms, is defined as marketing automation. Marketing automation is the set of processes that can be automated using software, allowing companies to measure marketing activities systematically. It will enable you to send emails to a target audience and create multi-channel campaigns thanks to intelligent segmentation, improving customer contact quality and encouraging involvement.
The marketing processes developed and managed with the CRM allow for higher-than-average response and conversion rates to be recorded. They facilitate understanding customers’ needs, acquired and potential, at any moment of their life cycle. The areas of customer understanding and customer targeting favored by CRM are increasingly fundamental. This allows for better segmentation of your audience.
The Marketing team can thus structure methodologies, processes, architectures, and technologies that transform raw customer data into “knowledge” that can be used for more effective commercial tactics or better operational decisions. In the context of customer targeting, CRM represents the ideal solution for managing promotional campaigns since it is possible to direct the proper communication to the correct target.
It also allows you to monitor the performance and effectiveness of customer acquisition processes. Recording all the results allows the most advanced management software to create real-time statistics on both sales and responses to targeted communication actions. This will enable you to adapt your marketing strategies gradually, adjusting the shot if you are not going in the best direction to grow your business.
In summary, CRM allows you to transform marketing by favoring a shift from product to customer orientation. With a CRM, you will go from selling goods/services to satisfying people.
How Does A CRM Help You?
CRM is software; if well-designed, it should scale to the hardware you already have. This means you can access an immense interactive and proactive database from your PC, tablet, and smartphone by acquiring an IT management system. Not only will you benefit from this tool, but all your company’s staff. For this reason, the CRM you choose should be intuitive and easy to use, and, most of all, it should be versatile and supported by many different devices.
In summary, you’ll want to ensure that CRM is a productivity tool and not a burden on its users. From the moment of the adoption of CRM in your company, a small revolution will take place, which, we say, will be 100% positive. You will not continue to use the address book or mail clients such as Outlook, Thunderbird, or, even worse, iCloud mail to manage contacts to write down what was said during a call. Once you have a CRM system, you will use that.
CRM must be the place where everything about your customers is gathered, and it must quickly become a fundamental and necessary part of managing your work. Management software should (and, if used well, will become) the nerve center of your communication, marketing, and sales teams. When you begin to understand that the human capital represented by your customers is the actual value of your company, then you will also start to understand the fundamental task CRM performs.
CRM applications can help you bring order to the chaos of your customer interactions, allowing you to focus on your true potential instead of wasting unnecessary time having to retrieve information here and there. Once you enter the mechanism, you will learn to rely on the CRM and spend less and less time using this system than with the old tools.
CRM Is The Heart Of Your Company
If your business is succeeding in the present, you need a strategy that rides this trend for the future. Where to start? Again, we reiterate that your information about your customers is your best weapon in dealing with the unknowns ahead. This will collect sales, customer service, marketing, and social media monitoring data. With a CRM, you can have a complete overview of your customers and more.
You will have everything in one place. A simple and customizable system that allows you to tell the story of a customer, the status of his orders, the problems that have arisen over time, and more. Your marketers can tap into your CRM to better understand and increase the value of your sales pipeline or inbound opportunities, making revenue forecasting more accessible and truthful.
The customer assistance department, on the other hand, will be able to benefit from the function of aggregating information from multiple sources. Today people use various channels to ask for support or information: from tweets to emails, to phone calls, to live chat contacts on the company website. Thanks to the CRM, all these fragmented communications can be channeled and managed simultaneously without losing anything.
A CRM Can Benefit Your Business Immediately
The introduction of a CRM platform in a company has proven to produce positive results immediately, improving its return on investment in the short and medium term. Here’s how a CRM can immediately benefit your business.
Recognize And Categorize Leads
A CRM can help you recognize and catalog new leads quickly and automatically. By easily highlighting the characteristics of the various authorities, the sales department can formulate more precise proposals with a better chance of success; marketers will instead be able to identify products that need more support or a different type of promotion. In short, your company’s time and energy can be better invested with complete, accurate, and classified information on customers and prospects.
Successfully Reinvest In Existing Customers.
A better and more complete view of your customers will also improve your cross-selling and upselling actions with existing customers. You will be able to constantly monitor their history and concentrate targeted efforts on each one, which, precisely for this reason, have higher ROI . It must be remembered that a loyal customer trusts the company and, for this reason, is more inclined to spend (and spend more).
Offer Better Customer Support
As mentioned, customer care activities will also improve thanks to a CRM. This tool can provide the comprehensive support service that today’s customers expect. In this way, your customers will feel followed and appreciated, and there will be more chances that they will return to buy from you.
Improve Products And Services
A good CRM can gather and process information from various sources across your business. This will give you unprecedented insight into how customers experience their relationship with your company and their sentiment about your products/services. You will therefore be able to improve what you offer and identify problems and gaps early.
Why Should You Start Using A Next-Generation CRM?
There are two fundamental approaches to putting away CRMs: locally and in the cloud. Those of the most recent age predominantly exploit the force of the ether to permit the people who use them to have more memory space and less mess in their gadgets. By taking on a cloud-based CRM arrangement, organizations are liberated from the need to introduce programming on each PC and cell phone in the association.
Along these lines, organizations can lessen expenses and increment versatility. Your representatives and chiefs can work from any place, including your expert group, who are continually in a hurry and can refresh data quickly after a gathering with an imminent client.