CRM – What is Customer Relationship Management?

CRM fingerCRM stands for Customer-Relationship-Management and is used for systematic upkeep of business relationships and ensures a rise in your company’s revenue. You no longer need to leave anything to chance and even with a large amount of customers you can serve every customer individually and consequently. 

A CRM-system allows for focused, personalized customer care – not matter if they are sales customers, service customers, colleagues or partners. This way results from past conversations and e-mail exchanges are recorded in the CRM to ensure that the contact history is complete: When did you or your colleagues have the last contact with the customer and what was it about?

With the help of this information you or your holiday replacement can offer really good service to the customer, even if the last contact was some time ago or you weren’t part of the conversation. Instead of repeating questions that the customer has already answered, structured CRM gives access to complete documentation of the customer relationship so you can pick up where the conversation left off. The CRM-system plays quite an important role in your company’s success!

You have the opportunity to save your customer data to a centralized database and access all information at any time from desktop computers and via web access or mobile devices.

CRM- the most important functionalities:

  • Address management:
    Managing address data is extremely important. Company master data, contact persons, birthdays and other information pertaining to companies and contacts is collected here. Every employee has to be able to access them.
  • Activities:
    Every activity has to recorded which is nearly the most important function of a CRM solution. The more detailed the activity documentation, the easier inter-divisional work. Delegating work is much easier this way. You also benefit from to-do lists, ensuring that no planned event is forgotten.
  • Documents:
    Offers, e-mails, reports and all other documents are attached here. Every customer has the most important documents allotted to him or her and the separate processes is sorted chronologically. When for example the last visit was with the customer and similar information is stored here.
  • Calendar: 
    All employees record their customer contact in the calendar. The more detailed the calendar is kept, the more useful it is to everyone. Setting up meetings and appointments is a lot easier, when you get a notice that entries clash.
  • Reporting: 
    Revenue statistics are the most common reports. It is just as important to see how often a customer was visited e.g. within the past year, how many and which offers did the customer receive in this time period et cetera.
  • Data integration: 
    It is important that a new CRM-solution can easily introduced to the existing data management system of a company.
  • Groups:
    The group functionalities allows you to add contacts to certain groups. This is helpful for focused marketing campaigns, certain regions, selected employees and more.

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