Customer relationship management (CRM) software uses technology to organize, automate
and synchronize business processes for an organization’s interactions with leads,
customers and partners. The benefits of CRM solutions include faster lead conversions,
accurate sales predictions, efficient customer services, productive collaborations
with partners, knowledge management and real-time analytics.
In today’s highly competitive business environment, an effective CRM solution enables
co-creating products and services by accurately analyzing and predicting the needs
and values of customers. CRM software assists in creating data driven marketing
strategies and optimizing customer experience through multiple channels.
Facilitate a holistic view of your customers and partners with easily accessible
details of purchases, complaints, cross-selling opportunities, contracts, activities
and more through a single interface. CRM tools ensure all your leads, opportunities
and cases are followed-up efficiently using automated responses, escalations and
assignment rules. Capture lead and case details from your website, text messages,
social networks and self service portal directly on the CRM application.
Successful CRM implementations use industry specific best practices to provide strategic
insights and generate dashboards for monitoring sales and service pipelines. They
integrate with multiple systems to make real-time customer information easily available
through a secure CRM login, thereby increasing effectiveness of customer facing
teams and reducing churn.
Important components of a modern day CRM software include:
Sales Force Automation
Sales force automation (SFA) module primarily helps the sales team to track leads
and opportunities more effectively, reduce the effect of sales team attrition and
monitor the performance of the sales team. More sophisticated CRM platforms usually
include functionality to track and forecast sales, generate quotes and automate
workflow, while allowing sales team members to maintain records on every stage of
interaction with a client. Actually, the SFA module offers more advanced contact
management functionality that can help increase sales without expanding the sales
team and optimise overall sales process if used in an effective way. This include
leads, opportunities, accounts, contacts, followups, appointments, tasks etc.
Customer Service Management
A core customer service module facilitates customer support services in order to
enhance customer satisfaction with products and services provided by a vendor. Solving
client problems is essential in any business; many CRM platforms, especially inexpensive
ones and freeware, do not offer suitable solutions to adequately solve customer
problems. Taking full advantage of customer support functionality means that an
enterprise should carefully research all available options in the market and select
a CRM solution that is highly configurable and has the ability to integrate with
other systems to fulfil its requirements.
Marketing module forms an essential part of CRM software functionality. A marketing
module should be able to provide tools for identifying prospective customers, targeting
existing and potential clients, and executing successful marketing campaigns. A
core functionality of this module should offer possibility to track and measure
marketing campaigns through various channels like email, social media, direct mail
and tele calling. Integrated marketing module with sales module can help the sales
team to follow-up the leads generated more promptly and help increase the ROI of
Salesforce automation, marketing and customer service modules are quite ineffective
without built-in analytical tools. Some advanced CRM software offer very powerful
tools to analyse data and forecast trends. Predictive analytics is already embedded
in inexpensive and freeware CRM solutions and is widely used to forecast and improve
market segmentation and targeting. In a constantly expanding online business environment,
enterprises are forced to shift to Web 2.0 marketing and sales techniques; therefore,
Web 2.0 analytics tools enjoy greater attention in more recent versions of most
A fully-functional collaboration module in a CRM system can help in efficient task
allocation and communication management between sales, marketing, customer service
and customers. A powerful CRM software should provide extended built-in collaboration
tools, supporting large number of users and allowing the use of various third-party
platforms like twitter, facebook, linkedin etc. to be used within the CRM solution.
An effective CRM solution is flexible and ensures future-proof solutions are incorporated
for optimizing your business strategy and increasing customer lifecycle value. Transform
your business by creating successful collaborative products, increasing customer
advocacy and directly impacting bottom line revenues through a dynamic CRM initiative.