What Is CRM?

CRM means Customer Relationship Management or Gestion de la Relation Client in French (GRC).

The relationship management is a strategy whereby the company aims to understand, anticipate and manage the needs of its customers and prospects. !

Managing customer relationships is based on the principle that it is easier and more profitable to foster customer loyalty than finding new ones - The cost of acquiring a new customer is about 5 times the money invested for retaining older ones.

The customer relationship management (CRM) is a complete method to manage the relationship with your customers and prospects aiming to create long lasting links. This CRM can also include relationships with your suppliers, partners, resellers, shareholders.... In the e-business context, managing customer relationships is to develop a computer application that supports planning and control activities before and after sales in an organization. The aim is to retain these customers by working on their expectations as much possible as it is and robbing them of any desire to try another brand.
A CRM project is to enable each sector of the company access to information system to be able to improve customer knowledge and to provide products or services that best meet their expectations.

CRM is a response to three business issues:

• Increase customer loyalty: to listen to the customer in order to offer better and more personalized service.
• The multi-channel integration: Integrate customer data in different modes: commercial, retail outlets, catalogs, direct mail, telemarketing, internet etc...
• Increase productivity (costs reduction): Automating the various services (ASS, Sales, new orders ...) and optimize marketing spending by improving the target.

More simply, the Customer Relationship Management helps attract more customers, retain the best customers and increase revenue generated per customer.

When implemented effectively, the CRM ensures not only streamlining the process but also the availability and centralization of all customer information for a better service.

The Customer Relationship Management is not limited to the use of CRM software but involves a shift in corporate culture as part of a project to implement a CRM strategy.

An effective CRM software collects information during interactions with your contacts and provides an overview of your contacts, accessible by all employees of your company. With this 360 degree view of your contacts, you understand them better and adjust your offer in order to retain them for a long time.

Moreover, with CRM software, every employee will respond to his customers and prospects at the right time and through the right channel, these details promote good relations suitable to increase sales and customers loyalty.

 

CRM Beneficiary

CRM is a source of value added for all business services: sales and sales administration, support and after sale customer service, reception, finance, forecasting, human resources, manufacturing, research and development, logistics.

The pre-sales, marketing services:

Thanks to your CRM, you have a single and regularly customized database to be used in marketing campaigns (mailing, emailing) at high commercial impact or effective prospecting actions. You also have the tools to analyze your data at any time to understand your customer’s behavior, identify their new expectations, identify and retain profitable customers and prospects to win; this to be in line with the reality on the ground and make the right decisions.

Sales, sales team and sales administration:

Sales represent the heart of your business and allow your business to live. This function requires excellent management of the commercial process, a right assessment of customers’ potential and a good business management. In this case, CRM software can increase staff productivity, make a coherent sales forecast to control the business.

CRM software provides commercial representatives with control tools to assist them in managing their business: making contacts, appointments, scheduling reminders, business or project feedback project but also assists in developing commercial proposals. This tool will also make them avoid wasting time in making reporting since information reporting is in real time.

Customer Service management:

Every customer likes to feel known and recognized by his supplier or provider. He does not like to summarize, at every contact, the history of its relationship with the company. In this precise case, the CRM software has the advantage of keeping track of every exchange. With one click, your employee has access to all information concerning his speaker: contact information, exchange feedback, documents submitted, purchased product... he can therefore fully shape his answer and provide complete satisfaction to the customer. CRM commercial performance is thus greatly improved.

The after-sales, the after-sales service ASS:

Using CRM software, the After Sales Service also works easier. Your employees can easily access information on products or equipment purchased to provide more effective assistance to their clients.