The acronym CRM encapsulates the terms Customer Relationship Management and names the software solution that helps a business manage its relationships with customers at all levels: attraction, sale and after-sales service.
Do you want to know all the reasons why your company should invest in one?
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What is a CRM?
The benefits offered by this type of tools make them very valuable for companies, regardless of their scope of activity, since they are adaptable to the sales funnels of all kinds of products, services and solutions, both in the B2C and B2B .
As it is a resource focused on everything that has to do with the client, it tends to group marketing + sales functionalities , also being integrable with other management software such as business planning ERP .
Main features and benefits of a CRM
Having a CRM System and using it well is essential for businesses that want to optimize the management of their marketing , their sales or their customer service , with the benefits that all this entails.
Thus, the tool facilitates crucial aspects such as making advance forecasts on the volume of sales, measuring the performance of the company according to all kinds of parameters or evaluating after-sales services. In addition, they offer metric resources that help both to carry out global business evaluations as well as specific to each department.
Also, the most advanced CRMs provide such interesting features as the prediction of potential customers through the use of AI , thus helping to detect the target that our attraction marketing has to target.
As we say, the applicability of CRM covers the different phases of the sales funnel: attraction-conversion-sale and loyalty, since it is a system that offers functionalities for:
- Creation and management of digital assets for marketing : emails, ads, content for RRSS, campaign management, SEO, landings, forms, etc.
- Register of contacts and companies for the generation and management of leads.
- Control of emails and calls made, as well as monitoring of the activity of the prospects created by collecting any interaction they have had (if they have clicked on a link, answered an email, downloaded a resource from the web, etc.).
- Track the sales pipeline and the business panel, being able to use specific tools to measure the productivity of the teams .
- Chats management and service tickets attention to the customer , including management, allocation and incident resolution automated manner. Likewise, since all the information about the client is available, dialogue with him is also facilitated, offering him personalized attention that is always very valuable for loyalty purposes.
And all this centralized in a single place , so if we had to draw a parallel that reflects everything that CRM means, we could say that it means the same for businesses as the logbook for navigation.
5 Reasons to implement a CRM in your company
We can summarize all the reasons why your business could use a great CRM in a list of five main reasons:
1. It allows to centralize, segment and distribute information
It is relatively common for the sales agents of many companies to have the contacts in Outlook and record the information in spreadsheets , but this greatly hinders the operation, since it is difficult to control calls, emails and the optimal follow-up of any other task inherent to the sales, retention and customer service processes.
Thus, by using inappropriate and obsolete tools, precious time is wasted that the salesperson cannot dedicate to the core aspects of their work, such as nurturing and maturing leads .
On the other hand, when implementing a CRM within the company, all the information will be centralized, available and updated in real time, being able to also create workflows for each activity, perform automatic searches on any aspect, configure alerts, etc.
2. Increase team synergy and productivity
This ‘totalizing’ capacity allows the integration of marketing processes , data management and information on operations in a single place, which on the one hand facilitates the global control of the business and, on the other hand, also represents a great boost to the synergy and productivity of the teams, by promoting greater coordination and a more collaborative way of operating .
3. Facilitates the closing of sales in shorter cycles
CRM makes it possible to advance customers more quickly through the sales funnel , by being able to carry out, for example , lead nurturing campaigns based on abundant and permanently updated information, which will most likely lead to very fast conversions and improved CR rates.
In addition, some of these technologies provide resources as interesting as Artificial Intelligence for the search for potentially receptive clients, while the possibilities they offer in the creation of workflows and process automation also represent an important time saving, which necessarily results in shortening of the sales cycle .
4. Contribute to the digital transformation of the company
The CRM is a basic instrument for any company that aspires to a significant digital transformation , by increasing the quantity, quality and availability of the information with which it works to get the most out of it.
In addition, new opportunities also arise in the interaction with the customer , being able without going any further to take advantage of an incident resolution call as a means of retargeting , since the automatic accessibility to data such as the purchase history facilitates the suggestion of new products or services. that may interest you.
5. Helps to obtain metrics and reports
CRM has a dual nature as a content management system and a real-time data dashboard , allowing the extraction of all kinds of statistics and reports on the results of campaigns and specific actions, sales evolutions or many other relevant aspects, which are also susceptible of segmentarse by many parameters. Thus, without going any further, this tool makes it possible to elucidate such relevant issues as the behavior patterns of the customers who buy, to take them into account in the following campaigns.
In short, it is a system that, together with other resources, such as the virtual switchboard , is essential for the digital transformation of companies .