CRM is an acronym of the English language that refers to the expression customer relationship management (which can be translated as “administration of customer relationships” ). This concept can refer to a management model that is oriented towards customer satisfaction or to a software that is used to manage the links with them.
As a management model, CRM appeals to the intelligent use of information to strengthen the relationship with customers and thus generate more value for the company. The CRM, in this framework, tries to recover the personalized attention of each individual to offer them the service they need.
CRM is also called the computer program that has various tools to manage customer relationships. This type of software has multiple modules that allow the user to develop and monitor marketing campaigns, record all communications with customers and automate sales, to name a few options.
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Using CRM software, for example, a salesperson can develop an email campaign with the goal of selling a new service to their company’s customers. In the system, it records all the responses provided by the recipients of the message. To those who show interest, he contacts them again, this time by phone, and again leaves the content of the communications registered in the CRM program. The salesperson can even create alerts so that, a few days later, the software reminds him that he must contact certain clients again to find out if they have made a decision about contracting the service.
It is important to highlight that through the use of computer systems of this type, it is possible to collect data from a large number of communication channels, including Internet sites, email, instant messaging applications, telephone, social networks (more specifically, the accounts that the company has in them) and marketing materials.
Thanks to this versatility, CRM systems allow companies to better understand the needs of their customers and the portion of the population they target with their products and services. All the data received by this means goes through various analysis processes that turn it into invaluable information to improve and set new goals.
Since CRM systems automate much of the relationship between companies and customers, there is a risk that a certain part of the consumer audience will be displaced by being part of a minority. Computer science is based on a constant binary crossroads, where things can only be “right” or “wrong”, but this does not prevent the creation of intelligent programs that explore the immense range of grays that exists between both extremes; For this reason, the constant intervention of human personnel is necessary to avoid decisions that are too severe.
Experts recommend that CRM software be merged with the rest of the company’s structure, as one of its fundamental parts, in order to adequately attend to the sales life cycle, which includes not only the moment of the transaction itself but also various instances that take place later.
A good use of CRM to manage business can open the doors to a closer relationship with customers that results in a competitive advantage, ideal for long-term development and profitability. Given that the existence of a product or service company is meaningless without customers, knowing them better is also a deeper understanding of their own fundamentals.