Everything You Need to Know About CRM Software

The CRM (Customer Relationship Management) is software designed to manage all data related to transactions between a company and its customers, including calls, emails, or past sales.

To evaluate the conversion rate generated by each measure implemented to increase your customer base, CRM proves to be a very useful tool. It keeps data that establishes the level of favorable responses for each of them, allowing adjustment of the strategy if necessary.

Also, it's good to know that CRM can be integrated with an email system. This provides access to all incoming and outgoing communications of the organization and keeps you informed about the progress of various ongoing matters.

Having CRM has many organizational advantages. Firstly, it reduces the time spent consulting additional sources of information, as all information is available in the same place. Moreover, it automates certain tasks such as customer follow-ups.

Considering that changes to a company's team may occur, the absence of a system that records all information about customers compromises their preservation. In the absence of such a system, this information could simply be forgotten following an employee's departure. It then becomes challenging to benefit from the follow-up done by an employee on a potential client, on whom the company may have invested a considerable amount of time.

Now, drawing a parallel with ERP (Enterprise Resource Planning), which deals with aggregating and organizing data related to all aspects of the business, we can say that CRM is equally economical. Its ability to centralize data limits the need for many independent software and, therefore, the expenses required for their purchase. However, it is worth noting that it may be normal and even desirable to maintain the use of certain software for practical reasons.

A simple look at the digital environment in which we operate attests to its complexity. Communication is no longer just through phone or email but also through tweets or social media. Having an overview of all communications intended for a customer can quickly lead to disorganization and loss of information. The best way to counter this situation is, of course, to resort to CRM.

Just like ERP, the centralization of information by CRM avoids the overload of information caused by duplication in multiple databases. Linking your CRM with other software in your company will, in fact, prevent the same information from being in two different places.

Since CRM allows for close monitoring of the company's activities, it facilitates the required speed of reaction to take advantage of opportunities that arise along the way. As a result, all chances to increase your customer base are seized, ensuring faster growth for the company.

This close monitoring also allows for the development of personalized customer service because the data collected on the customer's relationship with the company specifies the best way to interact with them. Offering a service tailored to each of your customers will be a driving force for differentiation, especially in a competitive field. The ability to target your audience and its specific needs can only support the growth of your business over the years.

Following this reflection, the centralization of information by CRM keeps in mind that doing business goes far beyond the administrative aspect related to customer management. It is first and foremost about developing a relationship with them, investing the necessary time, and genuinely caring about meeting the specific needs of each of them.

Cover photo: Flickr

Karine Dutemple