What is CRM?
According to Salesforce.com, Customer Relationship Management (CRM) is a strategy for managing all your company’s relationships and interactions with your customers and potential customers. It helps you improve your profitability.
CRM enables you to focus on your organization’s relationships with individual people – whether those are customers, service users, colleagues or suppliers. Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool and embedding it in your business – from HR to customer services and supply chain management.
Life without CRM — more administration, less selling
An active sales team generates a flood of data. They can be out on the road talking to customers, meeting prospects and finding out valuable information – but all this information gets stored in handwritten notes, laptops, or inside the heads of your salespeople.
Details can get lost, meetings are not followed up promptly and prioritising customers can be a matter of guesswork rather than a rigorous exercise based on fact. And it can all be compounded if a key salesperson moves on.
On top of this your customers may be contacting you on a range of different platforms – phone, email and social media. Asking questions, following up on orders or complaining. Without a common platform for customer interactions, communications can be missed or lost in the flood of information – leading to an unsatisfactory response to your customer.
Even if you do successfully collect all this data, you’re faced with the challenge of making sense of it. It can be difficult to extract intelligence. Reports can be hard to create and waste valuable selling time. Managers can lose sight of what their team are up to in reality, which means that they can’t offer the right support at the right time – while a lack of oversight can also result in a lack of accountability from the team.
Luckily, there is an answer.
CRM – one of your most valuable investments
A CRM system helps your business grow because it tracks the history of customer interactions. Why is this important? Because tracking is everything. From calls made and emails sent, to meetings held, presentations delivered, and even the next steps needed to close the deal or grow that customer account.
To run smoothly, your business needs customer relationship data that’s automatically updated, with instant access for employees, and provides a full history of all communications, meetings, and documents shared.
With a CRM system, your business has one place to store every customer, every lead, every service request, all of their contact info, preferences, and history so your conversations are always personal, relevant, and up-to-date. All available on mobile, desktop and through powerful reports & dashboards.
Marketers can also use CRM to better understand the pipeline of prospective sales making forecasting simpler and more accurate. You’ll have clear visibility of the path from enquiry to sale, available wherever & whenever you need it.