CRM (customer relationship management) in French GRC (customer relationship management) is the set of tools and techniques to strengthen communication between the company and its customers.
Software packages allow you to capture, process, analyse information about customers and prospects, in order to retain them by offering the best service.
These prosoftwares offer, thus, the possibility to automate the different stages of the relationship with the client: whether on the pre-sales plan (market study to study the needs of the customers), the sale (piloting tools for the Marketing (customer service management) and after-sales service (customer support via call centers).
«In expert organizations, customer relationship management (CRM) is an integrated management process for which software is just a facilitator.
An effective CRM integrates the data of individual clients from multiple sources in order to mutually profitable however, often, resulting in an inefficient strategy development, there is confusion between the CRM and the information system that allows it, » explains Susan Baker.
What does a CRM software do?
However CRM software records customer details, such as email addresses, phone numbers, social media profiles and more.
It can also automatically extract other information, such as the latest news about the company’s activities, but also store data such as customer preferences for communications.
The CRM system organizes this information to provide you with a complete record of individuals and companies so you can better understand your relationships over time.
The software improves the management of customer relationships by creating a 360 ° view of customers, capturing their interactions with the company and highlighting the data needed to improve customer conversations.
Why is a CRM important?
CRM allows a company to deepen relationships with customers, service users, colleagues, partners and suppliers.
As a result establishing good relationships and tracking leads and clients is crucial to acquiring and retaining customers, two imperatives at the heart of the function. Get a global view from a central location: a simple and customizable control panel that tracks the customer’s interaction history, order status, any unresolved service issues and more.
however gartner predicts that by 2021, CRM technology will be the main commercial expense for the software. If you want to maintain your business, you must implement a strategy for the future. For visionary companies, is the ideal framework for this strategy.