CRM (customer relationship management) is a strategy that aims to strengthen the relationships and interactions between a company and its customers. Today, the CRM strategy has evolved and encompasses the different aspects of a customer’s lifecycle from sales, to marketing to customer service. The CRM strategy also concerns interactions with prospects.
The main objective of a CRM strategy is to develop and optimize, as best as possible, the interactions between the structure and its customers and prospects.
What is CRM used for?
For a company, CRM management is essential. Customers are a major part of the business, which is why the connection must be maintained in order to build loyalty. As a result, CRM allows the organization to monitor the relationships that are maintained with customers.
This is an opportunity for the company to have a way to contact customers or prospect. In addition, it can be a way to convey information about the company’s news through an emailing strategy for example. In addition, CRM management provides the company with a holistic view of all of its customers. It is an opportunity for the company to have a study on the profiles of its customers and thus, to best meet the needs and expectations of the latter.
CRM is also a factor of satisfaction and customer loyalty . Indeed, building strong relationships with stakeholders is a major challenge for all companies. CRM management helps personalize relationships and unify the interaction between the two parties. For employees, too, especially the sales team, CRM management is a real asset for identifying opportunities and implementing strategies.
Who is a CRM for?
Although it may seem that CRM and CRM software are only for large groups and multinational companies, this is not true. A CRM strategy is a must from the first customer. CRM management is not based on the size of the organization or its number of customers. CRM management adapts to any organization. It is therefore relevant for small and medium-sized companies to implement a strategy for monitoring the customer relationship.
How to maintain a CRM strategy?
The goal of CRM or CRM (customer relationship management) is to benefit from a solution for the follow-up of customers and prospects, which allows you to have more time to implement new strategies. These new strategies, especially marketing, are based on stored information about customers. This allows the strategy to be as relevant and adapted as possible.
Many CRM solutions exist in the form of software and simplify monitoring while being an essential support for the commercial activity. This follow-up is first of all through an up-to-date database of customer contact details with the most relevant information. Among these, we can find e-mail addresses or telephone numbers, which are essential information.
This centralization of data saves precious time. Based on this data, the company can then generate reports and statistics that are faithful to the profiles of already known customers. This can be a factor in new sales as well as lead generation. The choice of a CRM management solution is therefore essential for sales teams in order to optimize their activity effectively.
Tracking interactions with customers and prospects, including appointments, interactions, and calls, are among the most important aspects of good sales management.
All your centralized stakeholder follow-ups thanks to a simplified solution
There are many online tools and software to implement your CRM strategy. These software programs are of different natures:
- Licensed Software
Licensed CRM software is the most classic form found on the market. It is up to the companies to buy the software to install it on their work tool. This form of software is able to adapt to the CRM needs of the company, but at a cost that can be high.
- Open source software
Open source software is free to use and is not owned by a single developer. It is then one of the least expensive solutions although it does not include support or training for employees.
- SAAS Software
The SAAS software is a counterpart thanks to which the software used does not require installation on the companies’ work tool. Indeed, they use a web version that promises more accessibility depending on the device used. However, for this use, a reliable and secure internet connection is necessary.
eBrigade has conceptualized its CRM module to make your life easier!
eBrigade is a management tool with built-in CRM management. Thanks to this module, all customer data is referenced and centralized with all their personal information. Easily generate and find all the quotes and invoices concerning your customers. In a few clicks, you have access to all this information as well as the status of its regularization.
Managing your customer relationship saves a considerable amount of time to refine the strategy according to customers. Commercial performance is also improved.
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