María Alcaraz

What is a CRM?


CRM stands for Customer Relationship Manager. The CRM is a business strategy that focuses on the creation of a commercial bond between the company and the client by managing information so that it best suits the company’s needs. Such strategies are not only effective with current clients, but also with prospective clients. Knowing their clients’ needs makes the whole commercial process easy for companies, and provides them with a competitive advantage.

CRM tools

A CRM tool provides the company with information on its clients. Thus, it makes it possible to go deeper into their features, needs and wants, and build strong, long-lasting commercial relationships with those that may profitable in the long term. Creating such bonds and turning them into high-quality relationships is an asset for the company, as it makes the commercial activity between business and client much more fluent.

There are two kinds of CRM tools:

Analytical CRM

It targets client information analysis as well as business management. Analytical CRM systems have databases of clients, which later on provide smaller data sets (Data Marts) on several subjects, thus providing a comprehensive user view to the company. This process provides companies with high-quality information to make customer satisfaction-oriented decisions.

Operational CRM

This is used to manage front office operations that were devised using the analytical CRM. The main action undertaken by the operational CRM lies in making the following three processes automatic:

Sales: Creating business opportunities and managing tasks assigned to the internal teams in the company
Customer service: call center and customer interaction services. Besides, the company may check service quality using the performance indicators of the system
Marketing: Management of customer-oriented marketing campaigns using the information gathered previously

Cooperative CRM

The goal of these systems is to make the most of the interaction between the client and the company (and the other way round). Several channels (Internet, mobile,...) are used to make communication flow smoothly and increase coordination, in order to offer an interaction tailored to the needs of the customer and make business activities more flexible. Some examples of communication services a company may offer its clients are listed below:

  • FAQs
  • Chat
  • Web conferences
  • Call requests
  • Contact e-mail
  • Co-navigation
  • Voice calls

The new CRM in the cloud           

CRM cloud-computing systems are tools that may be accessed from the internet. By making the most of all the advantages offered by cloud computing, these innovative systems provide flexibility and adaptability to customer commercial management.

This new CRM category brings along several advantages:

  • A CRM system available wherever, whenever: No need for specific equipment or devices, only an internet connection and a browser.
  • Automatic updates: No need to worry about when to obtain a new software update; the systems is updated and improved automatically.
  • Flexible, simple management: It’s straightforward, you just need to log in and start working. Most cloud-based CRM software tools are easier to use than traditional CRM systems.
  • Information is kept safe all along: Thanks to backup copies and to the quality of data bases, user information will be stored safely.
  • Cost reduction: The processes involved in the installation and maintenance of infrastructure are much smaller with cloud computing CRM software tools than with traditional CRM tools.
  • Users will be provided with a tool that meets their business needs. Traditional CRM systems are usually less flexible with company packs.
  • Monthly payments: Flexibility in terms of hiring the service makes it possible to avoid overinvestment in periods in which business activity is reduced.
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