Customer relationship management (CRM) software is the combination of processes, strategies and policies implemented by an organization to unify its customer interactions and provide a way to track customer and prospect information. CRM software improves services provided to customers, allows companies to use customer contact information for marketing, runs reports, provides a consistent message to prospects and customers, tracks incidents and much more.
CRM software records all direct interactions with customers such as face to face meetings, phone calls and email. CRM data can be analyzed to plan marketing campaigns, business strategies and judge the success of profitability. CRM software can integrate with other business applications for billing, manufacturing and finance.
Sales, marketing and customer service users store interactions with customers in a customers’ contact history and users can retrieve the information as necessary. The contact history provides users with immediate access to important information on the customer (products, purchases, support calls) eliminating the need to individually obtain the information directly from the customer.
CRM software performs the following activities and much more:
CRM software allows users from different departments to share information collected when interacting with customers and prospects. CRM users in sales, technical support, customer service and marketing use the information to improve the quality of services provided by the company.
CRM software is not just a technology but rather a comprehensive, customer-centric approach to an organization's philosophy of dealing with its customers. A CRM solution must enhance a company’s business process as well as address customers’ needs and expectations.
A successful CRM application depends on accurate and clean data, an understanding of the expectations and needs of management and training for all users. A pre-planning checklist can help ensure that any potential problems are addressed early on. Planning is essential for a smooth CRM implementation. CRM software is most successful when enough time is allowed for employees to learn the CRM application.
