For businesses of all sizes, customer relationship management (CRM) software has become an almost indispensable tool for organizing contacts and completely automating important tasks.
CRM can also serve as a consolidated and well-structured center for the company’s constant communication with its customers and within itself between its own departments. This dual aspect is particularly important at a time when more and more companies are resorting to agile working methodologies (remote, hybrid, etc.).
What is a CRM and how can it improve your business?
CRM stands for customer relationship management. It is software that helps businesses organize their interactions with potential and current customers.
The strength of a CRM software is its ability to adapt to business processes and integrate into the heart of the organization’s information system.
CRM simplifies the dissemination and exchange of information, promotes collaboration between all departments and develops synergies.
To this end, these digital tools allow you to:
keep track of customers and their order history.
identify business opportunities and potential new customers.
simplify the sales process and reduce repetitive tasks.
provide better support for existing customers.
With a suitable CRM system, you have a 360-degree view of customer relationship management and can effectively monitor all actions taken, resulting in a quality customer experience .
How to Improve Customer Experience with CRM
Customer experience is an increasingly popular concept in business, especially when it comes to long-term strategy and planning . Customer experience ( CX ) refers to how a customer perceives a brand based on their exposure to it. In other words, it is the sum total of perceptions one has when engaging with a company.
Unlike customer service or customer relationship management, customer experience is not a neat fit for a single area of the business, but concerns the company as a whole. The overall context of a customer’s experience is defined, in fact, starting from the product or service offered by the company, to arrive at the messages and interactions in the sales and post-sale phase.
It is often mistakenly believed that Customer Experience can be understood as a synonym or interchangeable concept with Customer Service . The association between the two expressions is understandable, since customer service and customer experience management have an important goal in common: satisfying customers . However, rather than simply being a new label for an old idea, customer experience is a much broader concept that includes customer service and goes beyond it.
Customer service is the quality of attention and assistance that a company provides to its customers, whether through email in a contact center , or face-to-face in a store or through a reception desk. Customer service is a customer-facing role that is responsible for answering questions and handling routine after-sales service and any complaints that arise.
CRM Features in Customer Relationships by Category
It is believed that a good CRM software should combine three main categories of features:
Marketing actions: to enable the analysis and valorisation of information flows drawn from market studies for the implementation, in particular, of Marketing Automation .
Sales Management: To automate sales management using new tools (Sales Forces Automation) that make life easier for sales teams.
After-sales service management : By establishing call centers for remote assistance, CRM allows companies to easily answer their questions and listen to their customers.
Overview of the main features of a CRM software
All the features of a CRM software can be traced back to the categories mentioned in the previous paragraph.
The main ones are:
Contact Management : This includes storing contact information, following up on interactions for each of them, and being able to set up actions (setting an appointment, sending an email, making a phone call, etc.).
Sales Funnel : The CRM offers the opportunity to set up deal pipelines. This feature allows you to follow the evolution of sales. You can thus define the company’s commercial phases and implement them directly in the CRM.
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Contact Activity Tracking :
There is an activity tracking system country email list resource available on every record made on your contacts. Therefore, a timeline with notes, emails, phone calls provides a complete history of the relationship with a customer. This history is accessible to the entire team, which allows you to optimize the sharing of information between collaborators and streamline the relationship with contacts by avoiding asking and aqb directory answering redundant questions.
CRM Integration: CRM typically natively integrates Google and Microsoft email environments. The features associated with this integration allow you to consult the contact file associated with the interlocutor without leaving your inbox. You can also enable email tracking that will allow you to track the open rate, clicks, and downloads associated with that email.
A CRM offers additional tools designed to facilitate exchanges with your contacts, from the first interaction to loyalty. Without being exhaustive, we can mention, for example.
1 – Improved customer service
While modern CRM software has, as we have seen, many features, they are designed to improve business interactions and this remains their main advantage. A customer relationship management system organizes all contacts and collects essential customer data , such as demographics, purchase history and past messages across all channels, making it available to everyone who needs it within the company. This ensures that staff have access to everything they need to know about the customer, increasing customer satisfaction.
2 – An increase in sales
A CRM system should be useful in helping you automate essential tasks, improve the sales process , and evaluate all sales data in one centralized location, improving productivity. A CRM allows you to create a detailed step-by-step sales process that your employees can rely on and that you can easily modify to adapt to changing conditions.
3 – Increased customer loyalty
High customer turnover can have a number of negative consequences for your business, such as lower revenue or interrupted cash flow. CRM and the insights it provides about your customers encourages customer loyalty . Sentiment analysis, automated ticketing , customer service automation, and user behavior tracking are all CRM capabilities that can help you identify issues and address them quickly.
4 – A centralized database
Another advantage of CRM software is that it creates a consolidated database of all customer information, making it easily accessible to anyone in the company who needs it. This makes it easy for a salesperson to know, for example, which products are of interest to a particular consumer.
If a customer has already contacted the company, the records of that contact will be stored in the CRM and can be used to guide future marketing and sales initiatives. This saves staff time searching for outdated files and data, while providing a better and more productive customer experience.
5 – Better communication with potential customers
Prospecting is a long and complex process that involves multiple stages and methods of communication. A CRM automates the process by alerting employees when it’s time to contact the prospect and tracking all interactions, from emails to phone calls.
6 – Greater efficiency and productivity
CRM software uses marketing automation technology that speeds up otherwise time-consuming tasks and allows staff to focus on more creative tasks such as content creation.
7 – Automatically generated sales reports
Using the CRM software’s dashboard and reporting tools , the business team can easily collect and organize data about prospects and customers, allowing staff to automate and manage their pipelines. Team members can use the CRM to evaluate their performance, track their quotas and goals, and see the status of each of their projects at a glance.
8 – Optimization of activities
Choosing to adopt a CRM tool means taking advantage of a powerful tool to manage your daily activity. In addition to centralizing all the data, the CRM allows you to analyze it . There are performance indicators that allow you to evaluate this data and complete the monitoring. The CRM therefore becomes a real management tool.
9 – Better identification of opportunities
The analytics feature of the CRM tool mentioned above allows customer relationship teams to identify opportunities by analyzing available customer data. Marketing and sales campaigns are then adjusted accordingly, greatly amplifying their chances of success. The goal is to implement a proactive strategy to anticipate the needs of current or potential customers and to offer them the most appropriate services.
