CRM is more than customer management software, we are talking about a set of strategies that aim to improve the experience that the customer lives with a certain brand. Without a doubt, we are talking about one of the worries that keep many entrepreneurs awake at night. That’s why we’ve created this guide on what CRM is and what it’s used for, to help you reap all the benefits of this tactic.
In the same way, surveys already show that 56% of customers would stop buying from a company due to a bad service experience.
Therefore, investing in actions that focus on improving consumers’ experience with the brand becomes indispensable in today’s corporate reality.
Companies have an immediate need to understand what CRM is and its purpose.
What is CRM and what is it for?
CRM stands for Customer Relationship Management or Customer Relationship Management and is a business strategy that brings together a list of business practices focused on identifying, solving, and meeting customer needs.
Companies deal with customers in marketing, sales, and service departments. Customer management should be centralized.
To put all customer management actions into practice, your company can count on a CRM system, which makes it easier to implement these actions that will increase the quality of the customer experience.
Through CRM software, the company will be able to gather all the information about the customers, including:
- stage of the buying journey,
- history of interaction with the brand,
- consumer profile,
- products and services purchased,
- preferred touchpoints,
- payment methods,
- main doubts,
- support requests, and lots of other information.
This information will contribute to the segmentation of communication as well as to the general improvement of the consumer experience.
In practice, every detail presented within a system like this will allow the company to improve marketing, sales, and service processes, ensuring, among other things, more efficiency and personalization in communication with consumers.
The result is an increase in the quality of interaction between the company and the customer.
From the concentration and mapping of all information and data about customers and their relationship with the brand, it is possible to identify flaws, bottlenecks, and opportunities to improve this relationship, offering, for example:
- faster service channels,
- reducing the average service time,
- creating new service and sales channels,
- offering a more segmented communication, and more.
In short, the adoption of a CRM system will allow the company to understand more about its customers and, therefore, be able to offer them a better experience.
Before moving on, if you have any doubts about what CRM is and what it is for, we recommend that you watch the video below.
To understand what CRM is and what it is for, we follow our guide so that you can get to know the types of CRM, they are:
- Operational CRM
- Analytical CRM
- Collaborative CRM
- Strategic CRM
As its name suggests, this CRM is responsible for the operation of the company. That is, he:
- capture and store information about customers and leads,
- organizes and makes available the histories of each interaction,
- stores and allows access by the sales sector to previous cases similar to the type of customer currently being served,
- facilitates access to data and information relevant to the service,
- organizes customer documentation,
- facilitates follow-up tracking.
An analytical CRM captures and stores data (like the previous model), but is also capable of crossing this data and generating insights and information for decision-making in the company.
An analytical CRM allows, for example, data to be crossed and present the characteristics of a group of customers. With this segmentation, and the identification of the needs of this public, it is possible to think of more personalized solutions, which increases the chances of making a sale, for example
Realize how technology and automation did not come to make everything the same, but to allow you to offer customization in an environment that demands speed, agility, and efficiency.
Without CRM technology, you would have a very limited ability to understand the needs of each group of customers, identify these “sets” and thus personalize communication.
The analytical CRM will also help you qualify leads so that the marketing and sales sector can identify the right time to present a business proposal.
It also allows you to identify which leads are real opportunities and which ones are not worth your effort at that moment, because they are in other stages of the sales funnel or are part of another type of persona, which is not your company’s.
Collaborative CRM is aimed at the possibility of collaboration between all teams that, to one degree or another, are related to customers and to the execution of what is requested by them.
A collaborative CRM, for example, allows marketing to access data collected by the customer success sector to understand the type of customer that is most likely to succeed with the company’s solution and thus direct its efforts to win users and leads with this profile.
The sales sector can also take advantage of all the information collected by marketing about a lead through a collaborative CRM, and thus build a speech that is much more aligned with what the prospect is looking for and the type of material already consumed, for example.
Undoubtedly, the most complete CRM, because it combines the functionalities of the other three types and more.
Strategic CRM contributes a lot to sales forecasts and the identification of processes that can be optimized.
It also facilitates the management of information that will contribute to targeting the company’s ideal audience.
It contributes to accessing important marketing, sales, and service data and KPIs, and to the consequent use of this information in the company’s day-to-day activities and better performance results.