CRM: Maintaining a good relationship with the customer at all points of contact with the company has become a matter of survival in a market full of competitors and demanding consumers.
This added to the fact that today technology provides access to a large volume of data, which directly helps in this regard, and leads businesses to implement practical solutions to optimize their relationship with their public. To meet this and other demands, the CRM was developed.
As the digital transformation, which is in full expansion, started to accelerate relatively a few years ago, some organizations, mainly small and medium-sized ones, may still question whether the system can contribute to their operations. If you’ve made it this far, be part of one.
If so, you are in the right place. Thinking about this reality is that we created this content. Check it out and learn why a CRM can positively change how your company relates to customers.
What Is The Difference Between Customer Service And Customer Relationships?
The first issue is the difference between customer service and customer relationships. Service is part of the relationship, seeking to resolve consumer requests efficiently and quickly.
Meanwhile, relating is a time-consuming and continuous process, which starts with the consumer’s first contact with the company and continues even after the final purchase. This relationship can continue longer and longer to the extent that the company knows the public’s profile and preferences to offer the best possible experience in moments of interaction.
Therefore, if you are a merchant or are at the head of a company, knowing about the consumer journey is essential for the success of your management. After all, it involves the entire path that potential and current customers take, from knowing the brand to their interactions with the business communication channels.
This is precisely one of the main attributes of a CRM: generating valuable data about consumers, which later can – and should – be at the center of all business performance strategies.
How Does A CRM Work?
In translation, CRM is the acronym in English for Customer Relationship Management or Customer Relationship Management. This management involves marketing, sales, service, and all points of contact between the company and its public.
It is a concept that unites processes, strategies, and technological tools, CRM software. It is about them that we are going to talk about. These systems store lead and customer data, such as name, address, telephone number, and interactions with the brand, which can be obtained through different channels such as websites, virtual stores, blogs, calls, emails, social networks, and others.
Beyond just storing information, CRMs integrate valuable data about consumers, helping teams – marketing and sales, for example – to know the most appropriate strategy for each moment of the customer’s buying journey.
All this is on the same platform, which can be managed and accessed by employees from different areas in an organized, integrated, and efficient way. In practice, the CRM has features such as:
– tracking and management of customer information;
– team integration across multiple devices, whether they are in or out of the office;
– intelligent capture of emails and other data;
– real-time insights and recommendations;
– scalability according to the needs and growth of the business.
Instead of using different spreadsheets and manual notes from employees, it is possible to rely on the help of CRM to automate standard processes that are common in the company’s routine and take a lot of production time.
What Are The Advantages Of Investing In This System?
From what we’ve shown, you can understand how a CRM platform can help your company. To find out if this is a solution to be adopted in your operations, regardless of the size of the business, check out some advantages:
– based on data-based strategies and, consequently, on the real needs and preferences of customers, who will then have a good experience, solid and lasting relationships are created;
– leads and customers are categorized based on specific characteristics, such as the purchase journey, preferences, and other elements, favoring the assertiveness of marketing and sales strategies;
– the system allows access to data from different sectors, including sales and marketing, to measure performance and continuously work on improvements;
– with the bond that is created with customers, they continually relate to the brand and become propagators in a free and positive way to other people;
– helps to reduce costs as decision-making becomes more accessible and more assertive;
– the automation provided by a CRM reduces the need to perform repetitive tasks, which saves time for employees, who can dedicate themselves to strategic matters that generate value.
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