Customer relationship management is the group of processes, tools and strategies that aims to strengthen the bond of a business with its customers.
There are various tools for CRM and different ways in which it can help the business, that would not really be possible otherwise. It can affect and use different departments of a business organisation, including sales, marketing and customer service, to operate successfully.
Aims of CRM
Customer Relationship Management helps a business to target its best market, and customers, and thus create a better campaign to increase the number of potential customers. By regrouping all customer related data, CRM allows a better management of the relationship and helps in installing more accessible ways of communicating. It also helps create personalised interactions or solutions and providing a better service. Employees have advance information about the customer and concerning how to interact and develop the relationship as well.
Where to apply Customer Relationship Management
Probably the best known CRM type, customer service, is really important. It helps in taking the customer’s requests, after sales usually, but sometimes also before or during sales. This is an important factor determining how the relationship with the customer will develop. Social media being the platform of many exchanges, or “relationships”, and sometimes unmonitored reviews, a business should try to encourage dialogue through them. They are another powerful medium to be used, like the traditional ones.
Benefits of CRM
When a good customer relationship management process is in place, there are various notable benefits. The quality and efficiency of the service increase, which is always for the better. This helps to keep the customer aware that he “matters”, and more importantly, that he is understood. All of this brings to decreased costs, from different departments, leading to more profits. Customer relationship management may not be the basis of sales, but it is surely a “necessity” in any modern company.