In the world of marketing and sales it is common to hear about CRM software. If you travel in this environment, they may have already suggested that you use one. What do these acronyms mean? These correspond to Customer Relationship Management, which translated into Spanish means «Customer Relationship Management».
If you’re still not clear what a CRM system is, how it works and where to get it; We invite you to stay a few more lines to discover it.
What is a CRM software
Customer relationship management refers to a program or software that helps companies keep track of every interaction with their customers. Not only with the current ones, but also with the future ones. The capabilities of this software may vary, but in general terms it is called CRM.
What does customer relationship management software do?
Most CRM software has the peculiarity of making data tracking What the:
- Phone numbers of potential and current customers
There are other CRM programs that can:
- Track phone calls
- Keep track of emails sent to potential customers
- Follow the sources of potential customers on social media
More complex and advanced systems can even target all sales opportunities that arise directly to specific sales representatives. They carry recording customer communication with technical support teams.
What is CRM software for?
Regardless of the scope and characteristics of each CRM, they serve to create a system that the company can use to achieve a a more efficient and effective interaction with current and potential customers. Tool used mainly by sales and marketing teams.
The marketing area generally uses CRM to ensure that it directs the right sales opportunities to the sales area. This is essential for a strong relationship to develop with the latter area. In turn, the sales area saves time and improves productivity when it has the entire history of the potential customer on a single platform.
Types of customer relationship management
There are several types of CRM systems, but they can be divided into three main ones: Operational, analytical and collaborative. Some are more focused on customer interaction, while others are on the company’s internal management.
Is based on company-customer interaction to improve the experience. A successful marketing campaign can be created and implemented.
There are two parts to this system:
- Front Office: It is the representative of this type of CRM, dedicated to the management of marketing, sales and customer service.
- Back Office: It is not the most characteristic operational CRM, it focuses on finance and accounting.
- Interaction with customers, to build trust and gain loyalty.
- Marketing and sales management. Customer service attention.
- Get information about all available data from customers. This helps you better understand your needs and provide the right products or services.
It uses the business model known as Business Intelligence, which integrates DataWarehouse and Data Mining, a data warehouse owned by the company. Or it may also be exploiting the data to better understand how the customer is behaving.
The Analytical CRM system is trying exploits and analyzes all customer information which is stored in databases. The goal is get to know them better and offer business solutions according to needs.
- Analyze the behavior of each client and thus you can provide better services.
- Design commercial actions on segments.
- Evaluate and measure marketing campaigns, including their effectiveness.
- Structure customer information from databases.
Collaborative CRM deals with the interaction between the company and the customer through different communication channels. Thus, the company establishes a real connection with customers, offers them services and / or products appropriate to their needs. To do this, take advantage of all the channels that a CRM offers thanks to technological innovations.
The channels used include:
- Establishes multichannel communication between the departments present in the company, interacts with the client.
- Improve the relationship with each of the customers who are part of the organization.
Where to get a CRM
Actually most CRM software is in the cloud. This facilitates installation and maintenance. The company does not need to install or host this program on its servers. They must pay a single fee each month for membership and access CRM software using any browser.