CRM is a blend of strategy and technology. It makes use of data to increase sales and understand customers. Its success relies on the company creating the right strategy for how to use the CRM tools and implementation of that plan across the entire organization.
CRM is a tool that allows companies to keep track of data about their prospects and customers, keep track of interactions, automate campaigns, and generate reports. It lets businesses communicate and connect with their customers and prospects through a variety of channels, including text messages, email, and other social media platforms.
CRM isn’t just used for sales. It can be utilized in any department within a company. For example the finance and billing departments can use CRM to track commissions, review contracts, and reconcile sales projections to actual revenue. The marketing department can also make use of it to track trends that can help them better target customers.
Sales teams generate a flood of information each time they meet with an individual customer, meet with an opportunity or follow up on a lead. This data was traditionally stored on paper media, such as notebooks and laptops or in the heads of team members. CRM systems allow this information to be collected and stored in a central location that can be instantly shared with all company representatives, regardless of what channel they’re interacting on.
The most advanced CRMs currently integrate AI and machine learning, which can interpret data and provide actionable insight for each opportunity. The company can then improve their customer experience and boost engagement to improve retention and loyalty.
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