CRM stands for “Customer Relationship Management” and refers to all strategies, techniques, tools, and technologies used by enterprises for developing, retaining and acquiring customers. It may also refer to Client relationship management or Constituent relationship management.
This software ensures that every step of the interaction with consumers goes smoothly and efficiently in order to increase the overall profits. The software gathers customer data from multiple channels. Hence, CRM stores detailed information on overall purchase history, personal info, and even purchasing behavior patterns.
In most cases, when people talk about CRM, they’re referring to a CRM system — a tool aimed at helping companies with sales, marketing and service management.
CRM software allows businesses to focus on their company’s relationships with customers, colleagues, suppliers, etc. With a professional CRM in place, it becomes much easier to find new customers, win their trust, provide qualified support, and provide additional services throughout the relationship.
CRM system is a software that manages the relationship between an organization and its customers. The abbreviation CRM stands for Customer Relationship Management. Read more about CRM at What is CRM page The main goal of any CRM is to ensure sales increase by optimizing business processes, improving the quality of goods and services, and effectively communicating with customers (after-sales service and technical support).
CRM captures and analyzes leads, stores information about customers, accepts complaints and offers from these customers and, based on all this information, provides you with the data, which allows for making data-backed decisions. These data is a great way to improve the quality of service and, as a result, increase sales.
Basic functionality of CRM system
|Seamless operation of all the organization departments is one of the main aspects of a successful business. The task CRM system perfectly copes with is data centralization, which allows every employee, referring to a single unified database, to see a detailed and complete view of the buyer.||Good CRM solution provides the ability to interact with customers through all communication channels: phone, email, and even social networks. What’s more, CRM also provides team and team members with the capability to communicate with each other through the single interface.||CRM is valuable in improving business process transparency and product and service management. But also, to decrease time wasted switching from multiple application and managing complex customer sales processes.|
The best part about a CRM system is that almost any organizational unit can benefit from it — from sales and customer service to recruiting, marketing, and business development. Good CRM software gives a better way to manage external relationships.
Storing all customer information in one place, recording service issues, identifying sales opportunities, managing marketing campaigns — these are just a few capabilities that CRM features.
Since CRM provides easy access to data, it also becomes much easier for users to collaborate on different processes and increase productivity. Another strong argument in favor of CRM is that it is suitable for businesses of any size.
Costs reduction - Automated and regulated business processes allow you to reduce operational costs by decreasing the amount of routine operations, which your employees were initially to perform manually.
Quality of the service/product improvement - Using CRM system, it is possible to make relationships with customers the first priority for your company, which allows for paying more attention to the level of the provided service and customer satisfaction rate.
Performance improvement - Using CRM system, it is possible to make relationships with customers the first priority for your company, which allows for paying more attention to the level of the provided service and customer satisfaction rate.
Increases customer loyalty - Complete information on each client will enable marketing, sales and service agents to deliver truly personalized customer experience, which leads to increased customer loyalty and more sales.
Increased number of customers- Having loyal customers, you can be sure that they will recommend your company to their friends or partners.
Increased sales volume - With the involvement of new customers, the number of sales is also growing, and increasing the loyalty of existing customers leads to repeated sales.
CRM solutions include functionalities that allow users to track customer and company interactions through various available channels. These channels include contact forms, emails, phone calls, and more.
CRM software provides sales and marketing teams with a set of tools to manage the entire sales and marketing funnel, from lead qualification to opportunity management, forecasting, and deal closure. It enables customer service teams to manage customer requests and automate service operations by following pre- defined processes for customer care excellence.
CRM systems are packed with tracking features that record numerous customer interactions online. In addition, CRM automates routine processes and provides managers with tools that allow for the tracking and measuring of the company’s performance and productivity. For example, CRM software can remind you of tasks that you need to complete at a given time. You can make it perform pre-scheduled activities like sending emails and initiating phone calls. Everything done with the CRM is recorded, giving you enough time to make better action plans to close any potential sale. Some CRMs also offer analytics capabilities, allowing users to track the efficiency of various marketing efforts to generate leads and conversions. The table below illustrates some of the features that Creatio CRM products provide. Take a look at them to get a better understanding of how CRMs work.
|Companies carefully consider the way they deploy CRM system to make sure it needs their business objectives. While some organizations may benefit from on-premise software, there are many advantages of a cloud CRM deployment.||On the other hand, software-as-a-service (SaaS), cloud or on-demand CRM, stores data on the vendor’s servers. In this case, the users have the full access to the database all the time wherever they are, and, most importantly, the vendor takes all the responsibility for the seamless operation of the system and provides all the necessary system updates and support.|
|With on-premise CRM, a company needs to purchase the licenses beforehand. Considering that the software is located on the company’s servers, on-premise CRM is a good choice for organizations with a strict security policy, but in such a case, the implementation process takes more time and IT resources. Though, it is buyer’s task to ensure the constant maintenance of on-premise system, as vendor has no responsibility for its flawless operation and data security after the implementation stage, the vendors still provide technical support who will deal with the critical issues.||
What’s important is that cloud-based CRM software is highly scalable, which means that an organization can easily expand its functionality when business requirements grow.
The only requirement for cloud system accessibility is a strong internet connection, accompanied by an affordable monthly or annual fee
Nowadays, every company strives to keep abreast with modern business tendencies, which is impossible without an appropriate software. As almost all business strategies are aimed at customer experience improvement, streamlined CRM processes is in high necessity. CRM systems are not an innovation anymore, as majority of businesses are not only familiar with them, but already use a particular CRM software (read about What is CRM here) or, at least, consider its implementation.
Its overwhelming popularity is backed by the benefits it offers to companies of any scale and tools it provides for the process of customer relationship management optimization as each CRM process is meant to enhance overall business efficiency. Advanced CRM software is capable of enhancing key business processes and improving the productivity of your marketing, sales and customer support teams.
Moreover, if you choose the right vendor, the processes of CRM implementation and customization will run smoothly not making you waste too much time and effort. Take advantage of industry best practices, as a CRM system with its business processes automation capabilities will help you meet and beat sales quotas while increasing customer loyalty and simplifying administrative routines.
CRM processes in marketing
Manage omnichannel communications and get a better understanding of your customers by employing out-of-the-box best practice processes for efficient marketing automation – from demand generation to lead nurturing and successful hand-off to sales. CRM tools improve the productivity of marketing department with the following features:
With this intelligent CRM software, your marketers will be able to easily communicate with the leads directly from the system via email, phone or collaborate with the team with the help of Enterprise Social Network using the communication panel.
The system also gives users the ability to segment audience, run email split testing and schedule bulk emails with a few clicks of a mouse with minimal efforts.
Creatio allows to run sophisticated marketing campaigns using visual campaign designer: users may set up conditions for transferring between the stages and criteria for campaign completion. The system also provides strong tools to identify the most effective lead generation channels.
With Creatio, you can manage events and projects of various complexity as it allows to follow up the deadlines, assign tasks to particular agents or teams, control budget and analyze event-related activities.
CRM processes in sales
Make the most of your sales pipeline and minimize errors while continuously boosting results by implementing automated business processes that guide you through the most effective actions to close more deals faster.
According to statistics, sales representatives spend only 30% of their valuable time actively selling. The rest of their schedule is devoted to time-consuming administrative tasks, so-called routine activities, and this volume can be easily reduced by an advanced CRM.
Business process automation exempts your sales professionals from these responsibilities and gives them the opportunity to do something that actually requires the direct involvement of sales manager – communicate with customers and close deals. The best CRM systems are equipped with the following features:
Creatio provides the exceptional tools for enhancing sales processes and optimize the workflow. Strong tools for the lead management help not to miss any lead automatically creating a contact, verifying the data and guiding users through the most effective actions. The software enables to efficiently manage opportunities allowing to define tactics for each opportunity, identify key decision makers and track competitors.
With Creatio, all the information on your leads, opportunities and customers is available from a single interface. Creatio has mobile CRM app that is another significant benefit, which can improve the productivity of your sales team enabling them to have access to critical information regardless of their location.
Off-the-shelf CRM mobile application allows logging in from any device whether it is smartphone or tablet, thus giving sales reps an opportunity to work with their accounts without having to be glued to the office.
CRM processes in service
Flawless customer service is the basis of a winning customer experience. Employ business processes that are designed in compliance with ITIL best practices and recommendations. Follow built-in business processes in CRM to manage customer requests, service catalogs and SLAs. If you want to deliver superior customer experience, your CRM system should provide:
Since customer satisfaction has become one of the most important metrics that define your business’ success, the need to deliver excellent customer support at every stage of the customer journey has never been more transparent.
Your customer support agents will appreciate Creatio’s contact management tools that will give them a complete view of all their customers, and processes automation will help your customer support representatives better organize case resolution processes.
You will be able to increase customer satisfaction level, as your agents will have the opportunity to deliver excellent customer service in a timely manner regardless of the communication channels your customers choose.
Streamlined processes directed on customer retention is a key to success for every organization as reduction of client loss by 5-10% may bring up to 75% profit, and this is much easier to achieve with Creatio CRM. Processes automation enables business to deliver the best experience to their customers and remain focused and concentrated.
Creatio is the most agile CRM platform for midsize and large enterprises to accelerate sales, marketing, service and operations. Developed on top of the intelligent BPM platform, Creatio CRM provides its users with out-of-the-box tools to manage a complete customer journey, from the first point of contact to customer service. Additionally, Creatio provides an ecosystem of out-of-the-box processes, templates and apps – Marketplace Creatio, which enables users to accelerate productivity and benefit from extended Creatio capabilities. All Creatio products can be used both as stand-alone solutions and as a bundle.
With Marketing Creatio, users are able to consolidate the data on the leads and the history of their interactions in a single environment. Moreover, users have the ability to segment the lead database based on the necessary parameters, which may include age, demographics, gender and others, to ensure a personalized approach to every lead or segment. With the help of a smart website tracking tool, it is easy to track the lead’s behavior on the website and identify the most effective lead generation channels, which allows for focusing the attention on the most efficient ones. With the help of the intuitive campaign designer, users are able to create and run campaigns of any complexity and send personalized trigger emails.
With wide Sales Creatio functionality, sales professionals are able to efficiently manage the complete sales cycle – from initial contact to order, and successful cross and up sales. The system is equipped with a set of built-in best practice sales processes that guide sales reps step-by-step through the most effective actions to liberate sales bottlenecks and get the most out of the sales pipeline. Sales reps can take advantage of the Creatio powerful features such as sales forecasting and planning, opportunity management and field sales management. Single window for order processing enables to manage orders with no efforts: predefined templates allow sales agents to easily create new orders and invoice the client in a single click.
Service Creatio keeps the information on all the customers in a unified database, and intelligent data scientist enriches the system with available information from the open sources. Users are also able to automate the contact center, allowing service agents to more effectively manage their daily tasks in a single window interface, and allowing supervisors to easily track the performance of service reps. Service agents can also create static and dynamic queues to manage cases more efficiently. Service Creatio allows users to easily register all customer cases and follow up the effectiveness and quickness of their resolution. Supervisors may assign case to an appropriate agent or a group of agents, manage communications while resolving it and control on-time case closure.
In today’s fast-changing business environment, it is critical that you consider combining your CRM with BPM software. BPM, an acronym for business process management, is an approach that focuses on optimizing business operations to boost organizational efficiency and achieve business goals. At its core, BPM involves a combination of modeling, automation, execution, control, measurement, and optimization of business activity flows.
BPM technology in CRM allows organizations to adapt quickly to an ever-changing business environment. It gives users immediate access to all the important information they need, which significantly speeds up workflows. BPM’s primary goal is to align all organizational elements to improve operational performance.
The functions of a CRM with BPM technology are not limited to the aforementioned capabilities, as the top CRM vendors provide even more sophisticated tools to boost productivity and ensure seamless workflows.