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CRM systems are powerful software solutions that significantly improve your customer management and help to build lasting customer relationships. CRM therefore plays a key role in corporate marketing (and beyond).
Would you like to find out what it is, how CRM works, and how it can transform your company’s marketing strategy?
This article provides the answers.
Let’s start with the abbreviation: CRM stands for Customer Relationship Management.
In other words, it is an application that helps businesses to manage and maintain their customer relationships. The CRM system collects, organises and analyses a wide range of customer information, including personal data, purchase history, communication and interactions.
This digital tool allows you to perform essential tasks in your company’s marketing and sales departments, for example:
In addition to the basic features, many CRM systems offer extended functionalities such as the following:
As described above, a CRM system stores and organises customer data centrally so that all employees can access this vital information in real time. This aspect is hugely important, because it is the only way to prevent data dispersion and a duplicated workload.
Process automation enables substantial time and resource savings.
By integrating CRM into your ERP system, you can also avoid manual document transfers between individual departments, minimise errors, and boost overall productivity.
From the sales perspective, a CRM solution – by presenting a detailed overview of your customer portfolio – gives you the ability to recognise business opportunities, monitor the progress of negotiations, and predict customer needs.
Advanced data analytics can also be used to identify patterns and trends in customer behaviour, while optimising marketing and sales strategies.
Customer Relationship Management software also makes customer service more efficient, since your service or sales staff have quick access to all customer information and can therefore solve problems swiftly.
From the marketing and especially the customer’s point of view, CRM makes a fundamental contribution to improving the user experience. How? Because it opens up the possibility of precisely fulfilling the expectations of individual customer types and maximising the performance of communication and advertising campaigns.
Last but not least, CRM is a scalable platform that adapts to the specific needs and changing requirements of your organisation.
On top of that, there are still other advantages to consider. With the growing importance of data in the world of business, using a CRM is essential if you want to remain competitive, increase productivity and deliver first-class customer service.
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