CRM is software for customer relationship management, i.e. for managing customers. The program makes it easier for companies to build relationships with their existing and potential new potential customers, or to manage these contacts on a central basis.
This improvement in communication is designed to enhance the overall quality of the customer experience. The use of a CRM tool is not limited to communication with regular customers, but also includes partners, sales customers and colleagues. By bundling all contacts in one platform, a clear and comprehensible work surface is created. In this way, interactions can be converted into figures and valuable statistics can be obtained. Especially in combination with a project management tool, new, effective strategies can be implemented and sales increased without having to invest considerable sums in new customer acquisition.
Is a CRM tool the right one for my company?
CRM software makes sense for all companies that are dependent on regular contact with their customers, partners and employees due to their services or products. The implementation of such a system can take place in all or individual parts of the workflow. Depending on the needs of the company, the following possible uses are possible:
1) The CRM system can be used as an analysis tool for the collection and processing of data. In this case, the software evaluates all customer information, such as transaction data, and thus creates valuable resources and information for determining target groups and migration trends.
2) It is also possible to use a CRM as an operational system. In this case, the existing data and information is used to make important strategic decisions, for example on topics such as market segmentation.
3) CRM software can also be used as a communication platform. Here, special modules or components of the system are often used, which bundle all communication channels and can display them centrally. This means that all correspondence, whether by post, telephone, fax or e-mail, is always available in one place and can be retrieved by the responsible employees.
Internal processes between different departments or business areas can also be covered easily and efficiently with the collaborative functions of CRM software. In addition, such a tool makes it possible to simplify and standardize the entire communication with partners, employees, etc.
What is important to note?
Before a CRM tool is implemented in a company, the basic questions should be discussed and clearly answered. In particular, it should be clarified in which areas the use of CRM software is absolutely necessary and in which areas it can optionally be used in addition. In addition, it must be clarified which new measures and possibilities arise thanks to the new tool, which employees are given access and which rights are assigned to the various users in the system.
The use of cloud services is particularly interesting for small companies. An online CRM system saves a lot of work for maintenance, installation and setup and is managed by the operator, who also takes care of security, updates, etc. What is also particularly practical is that such systems are often accessible via the Internet or an app. Thus, the employee on vacation or the employee in sales also has the possibility to access such information on the way or to make changes or remarks in real time – for example after a sale or a complaint.