What is the factor that determines the success of a company today? The ability to identify, understand and satisfy the needs and requests of customers, current and potential. CRM (Customer Relationship Management) is a powerful tool that allows those who use it to obtain enormous advantages. It accompanies companies in managing the entire relationship with customers and prospects. Nowadays, standing out in the market by offering the best product or service is not enough, as even competitors can do it. We need a differentiating factor: long-term relationships with our customers.
By focusing more on the customer, companies stand out in the market by gaining a significant competitive advantage. Having perfectly understood this, more and more companies have decided to invest in CRM to focus more on the customer. The approach that leads to understanding the needs of its consumers and addressing business activities to satisfy these needs is, in fact, a fundamental concept of CRM. As necessary in B2B as in B2C, CRM offers the tools to automate, manage and integrate sales, marketing, and customer service activities. CRM is not just software or technology. It represents the essential tool at the base of a business strategy focused on customer satisfaction and loyalty.
What Are The Most Tangible Benefits For A Company That Uses CRM?
Now let’s focus on some of the most significant benefits of CRM, which are diverse in nature and multiple.
CRM Favors The Growth Of The Company And Its Employees
We know that as companies grow, they have to deal with an increasingly present management complexity, which can become unmanageable for people. In such a context, thinking of being able to (and not integrate manually) manage the information and data generated daily in the company is practically impossible. The CRM is, therefore, the fuse that allows the starting of a process of growth of the company (allowing the digitization of processes and their integration) and of change, introducing new ways of working (think that CRM allows the various departments of companies to work in synergy ).
The CRM Allows You To Collect All Information Relating To Each Customer
The information (and the relative history) obtained throughout the customer’s Customer Journey are grouped within the CRM. This information (for example, personal data, the source of acquisition, the status of the negotiation, the products and services adopted, the active marketing campaigns, the open or closed assistance tickets, etc.) can be accessed at any time and from any device, shared with other company areas.
CRM Allows You To Focus On The Most “Profitable” Customers
If used well, CRM becomes the critical element of segmentation. Through the attribution of a score and the information reported within the CRM itself, it will be easy to understand if (and to which products) the customer is most interested, to which factors he is most sensitive, and what was the element that made inclined ( or not) to purchase. Insights of this kind allow you to focus more on the most profitable customers and develop strategies to increase their degree of satisfaction and loyalty to the company.
With CRM, Offers Are Personalized, And “Tailor-Made” Products And Services Are Offered
It is clear that CRM makes life easier for salespeople: the insertion of all information in a single tool allows you to have at your disposal – with ease – the data exchanged by telephone, e-mail, chat, etc., without counting the global vision of open opportunities, their amounts and the stage of progress, monitoring of commercial activity and analysis and forecasting reports. By visualizing the entire (and correct) sales and customer acquisition pipeline, salespeople can put the most appropriate activities to meet the set sales objectives, making decisions based on the data and not on memory.
CRM Makes Managing The Follow-Up Of Negotiations And Customer Requests More Accurate And Faster
The following steps can be correctly planned by monitoring and sharing all the activities carried out by the various company areas with each customer.
CRM Eliminates The Possibility Of “Losing” Customers And Opportunities Within An Obsolete Or Overloaded System
CRM allows you to keep everything under control and facilitates the presence of linear processes and structured actions (without incurring waste of time) aimed at achieving business objectives.
CRM Offers Top Management A Detailed Reading Of The Activities In Place
By consulting the CRM, the Top Management can have a detailed and accurate image of all the sales, marketing, and post-sales activities, with a clear vision of the business and the activities progress.
Thanks To CRM, You React Quickly To Market Changes
Being able to count on a concrete and reliable overview provided by CRM, you get clarity on the changes in the market in which you operate. Furthermore, the customized “views” will improve the performances on the territory and the sales performances, reducing the costs per negotiation and purchase order.
CRM Facilitates Collaboration Between Different Business Areas
CRM is the collaborative tool par excellence. It allows you to prevent the loss of an opportunity or customer mismanagement because more people can control the activities in real time and analyze everything that happened with that contact. Furthermore, CRM makes the exchange and sharing of information systematic and immediately accessible to anyone.
With CRM, Repetitive Processes And Activities Are Automated
It is not always easy to keep the proper attention on the customer, considering that many activities are undertaken for the customer. CRM helps in the management of these activities, making repetitive steps automatic. Moreover, the benefits grow even more if you integrate CRM with other tools, such as ERP or the Marketing Automation platform.
In summary, we can say with certainty that CRM brings multiple advantages to the company: it allows an increase in sales and customer loyalty, therefore in revenues and profits, as well as a decrease in costs. With the help of CRM, customers feel cared for with more care and attention. Plus, this technology offers the possibility of identifying and successfully managing the most significant business opportunities for the company.