First coined in the 1990s, CRM stands for customer relationship management. In essence, it’s a term to describe the relationship businesses have with their customers. So what is it?
Whether a small business wants to engage with its audience more positively, or a massive corporation is looking to modernise and get a better sense of how it can drive a more personalised customer service experience, it’s a good idea to have a solid CRM strategy.
You might have noticed that so far, we’ve not explained where technology fits into the picture. That’s because to define CRM, you really have to take a step back from IT and understand why CRM integration is essential for businesses and organisations of all shapes and sizes.
Here’s where CRM software comes into the mix. CRM software gives business owners, marketers, sales people and everybody in between, the visibility to see how their customers engage with their business. There tends to be three main aspects to every good piece of CRM software:
- Personalisation of customer experience
- Creating proactive experiences
- Creating predictive customer engagement.
Whether it’s used by a physical or e-commerce retailer, or an enterprise that simply values the feedback of its audience, CRM software adds authenticity to any company. In a world of global organisations and business homogeneity, more than ever, customers want to be treated as people, and not as simple consumers. It’s therefore vital that enterprises can personalise their experience.
Through smart CRM integration, a company can make sure that each one of its customers feels unique. They can engage with them directly on social media, plan a social strategy and really listen to what they have to say. Ultimately, people just want to feel as though they are being listened to, and if CRM software can help companies to do that, it’s bound to improve their experience.
Once a business has engaged with its audience, it’s time to make sure that their next experience is even better. While improving the customer experience is a worthwhile task in and of itself, it’s also one of the best ways to improve sales. After all, happy customers might be more inclined to buy.
What an effective CRM strategy does is find ways to enhance the customer’s experience to boost sales. This happens through improved marketing automation, customer service and sales force automation.
The final pillar of a good CRM system should be data analytics. If a business wants to improve sales through CRM integration, the best way to do so is to predict the behaviour of the customer, ensuring that they have a solution for their every need.
High levels of reactivity can make an organisation seem disorganised, even when reactivity is introduced to make employees appear more attentive to customers’ needs. Instead, if a retailer can use their CRM strategy to predict what their customers will want before they even act, they will have a smoother experience. This should positively impact the retailer’s bottom line.
Although there are plenty of great pieces of CRM software out there in the marketplace, the DynamicsFeed community is really only concerned with Microsoft Dynamics CRM. Dynamics CRM is Microsoft’s premium CRM software. Read this article to find out more about the features in the latest version of Microsoft Dynamics CRM.
Tom Rhodes is the editor of Dynamics Feed
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