CRM has become a key player in marketing departments, which use it on a recurring basis to position themselves more competitively and to streamline their work.
The use of CRM in Spanish companies, for example, has increased by 12.7% since 2007 and 28% of Spanish companies already use this tool. It is a high figure within the European panorama, but it could still be improved since the CRM is a crucial tool for the good results of the companies. It brings great benefits and allows not only improve the day to day marketing department.
But what are those improvements that CRM can contribute to the day to day of the company and its execution? The truth is that the list of benefits touches several key points in the corporate strategy, points that are also crucial for the future of the company and for its data not only in the present but also in the long term. Starting from an analysis of Tech.co, in several big blocks the benefits that the implantation of the CRM supposes.
- 1 Understand consumers
- 2 Support customer service
- 3 Set internal communication and collaboration
- 4 Top Benefits of a CRM
- 4.1 CENTRALIZE ALL CUSTOMER INFORMATION IN A SINGLE DATABASE
- 4.2 IMPROVES PRODUCTIVITY
- 4.3 CONVERT THE DATA IN USEFUL INFORMATION
- 4.4 POSSIBILITY OF CUSTOMER SEGMENTATION
- 4.5 GREATER PERSONALIZATION
- 4.6 MORE CONTROLLED MANAGEMENT
- 4.7 INCREASES THE PROBABILITY OF RETAINING CLIENTS OR INCREASING THEIR CONSUMPTION
- 4.8 INCREASES THE POSSIBILITY OF CAPTURING CLIENTS
- 4.9 LOY YOUR CUSTOMERS
- 4.10 RESULTS ANALYTICS
Possibly, it is the question that first of all arise the managers of the companies when they are done with a CRM tool. Understanding consumers and understanding what motivates them, how they consume and what their purchasing processes are crucial to settling solidly in the market. The solutions of CRM allow with their functionalities to follow the consumer and understand him in his relation with the company. They help to create profiles of the buyers and to apply them when establishing links with them.
Of course, in this process of creating consumer profiles and knowing them better, CRM is also a very powerful ally when it comes to establishing something that companies appreciate more and more. We speak, of course, of the leads. The CRM helps to generate them but also to manage them, to find the best moments of communication and to ensure that the response is as positive as possible.
Support customer service
But the CRM not only helps sell or capture the consumer, but also allows a subsequent monitoring and the relationship between brand / company and buyer is much more fluid and much more positive. The CRM is also crucial to manage what happens after the sale and to continue giving the best of what the brand can offer. Help customer service not only to get to know your interlocutor better, but also to choose the best ways and solutions for your problems and communications.
This implies not only that the problems will be solved better or that the client will be happier with what the brand says, but also that their permanence will be higher. The CRM also helps to maintain and fidelity to the clients, managing to reduce the abandonment ratios, the dreaded churn rate.
Your support in this field is not limited to what happens in customer service, but opens many more possibilities to the company’s managers and the implementation of the marketing strategy. For example, it helps to remember milestones in the consumer-company relationship or to generate new communication windows. It is one of the ways to find those small elements that will make consumers feel that the company does not forget them and values them.
Set internal communication and collaboration
The CRM is not only a key to better connect with consumers and to be much more efficient when it comes to selling and converting opportunities, but it is also a way to improve work or internal communication. CRM helps the company’s employees collaborate much more efficiently.
It gives everyone access to data and allows everyone to benefit from what it brings. Not only does it make it possible to work more efficiently within the marketing department, giving access to the data to the different team workers, but it also makes things flow interdepartmentally. For example, CRM is a valuable bridge between marketing and sales departments.
In addition, it not only helps the departments of the company share and communicate but also makes all this flow faster.
Top Benefits of a CRM
CENTRALIZE ALL CUSTOMER INFORMATION IN A SINGLE DATABASE
The use of this tool facilitates the insertion of records in an organized and common to the entire company which allows us to obtain a complete and global view of our databases, whether current, past or potential customers.
This tool facilitates both the introduction and management or retrieval of information.
CONVERT THE DATA IN USEFUL INFORMATION
A CRM provides not only all the information related to the client but also all that has to do with the policies, strategies and commercial department. This will allow us to establish from work routines to make decisions directly related to the sale, independent of the different agents that are involved.
POSSIBILITY OF CUSTOMER SEGMENTATION
By entering the information as a record, we can study and analyze the segmented sales and purchase data in order to further specialize promotions and customer-directed communication.
The disposition of the information in the CRM allows us to get to know our clients at a glance and in this way to deal with it in a specific way, adapting our commercial policies to their tastes.
MORE CONTROLLED MANAGEMENT
Know the status of orders, stock, budgets, service times, allows directing more effectively and appropriately.
INCREASES THE PROBABILITY OF RETAINING CLIENTS OR INCREASING THEIR CONSUMPTION
By knowing the purchase cycle of customers, their tastes, habits or media in which you participate, we can create special promotions to increase your purchases.
INCREASES THE POSSIBILITY OF CAPTURING CLIENTS
A detailed follow-up with the key information will allow us to schedule new contacts without being repetitive or careless with our potential client.
LOY YOUR CUSTOMERS
All the information generated and commented on what it achieves is to strengthen the links of the clients with our brand or products by feeling treated in a personal and unique way.
Having a CRM allows immediate access to statistics, campaigns, results and status of customer behavior and analyze how the changes and changes in business strategies affect the behavior of sales.