CRM (Customer relationship management)

The term CRM stands for Customer Relationship Management.

It is an application designed to manage customer relationships, generally focusing on three basic areas: sales management, marketing and after-sales service (customer care).

1. Uses of a CRM

The main use of a CRM is to unify in the same tool the different processes/actions whose ultimate goal is to improve customer service and relationships: from customer acquisition, conversion and loyalty (recurring purchases and cross-selling, as well as personalization of offers).

Working with a CRM that meets a company’s needs puts it in a position to design and implement marketing and email marketing campaigns with better results.

2. Advantages of using a CRM

The truth is that an effective CRM offers many advantages, but if a company has a sales department, using a CRM is vital for business management.

Among the general advantages of using a CRM, we can list the following ones:

• It helps to create and apply new sales funnels.
• It can automate administrative work.
• With web forms or chatbots, CRMs bring us closer to new customers.
• They make it easier to manage customers by email and mass mailing campaigns.
• They facilitate follow-up and customer loyalty.
• They measure the performance of sales teams.
• A good CRM will allow sales opportunities to be identified.
• It can provide reliable, real-time metrics.
• As well as boost customer relationships.