Customer Relationship Management (CRM) software has evolved. Newer versions can be delivered via the cloud, be pushed out to mobile devices and are able to utilise social media websites.
CRM can deliver many benefits to multiple departments within an organisation – not just Sales & Marketing. Customer retention is boosted, interdepartmental communication is improved, data and work duplication is reduced and workflows are made more visible to all. Information is centralised, leading to easier and more accurate business decision making.
CRM brings together customer data from all areas of an organisation. This 360- degree view of the customer base ensures that all necessary information is available to all teams across the business, enabling them to identify and exploit any and every sales opportunity. Whilst CRM as a concept has been around since the early nineties, CRM as we now know it only became a reality in the early years of this century.
CRM has really come of age in the last five years. CRM packages are now more customisable than ever before and have evolved to be able to take advantage of the growth of technologies such as web storage services and social media. CRM can now be delivered on demand as Software-as-a-Service (SaaS). Indeed, the popularity of
CRM on demand has further accelerated the rate of innovation in CRM software.
In a recent Computing survey respondents were are “Do you have any sort of system in place to manage your customers and clients?” 80 % of respondents answered in the affirmative. However, their definition of “CRM” varied widely. Some organisations reason that a collection of spread sheets can be defined as a CRM solution. After all, it is a system by which customer records may be managed and interactions tracked.
So how can a CRM system improve on spread sheets? According to the Computing respondents stated that their CRM has:
- Increased the availability of information, leading to improved customer service and retention.
- llowed for better targeting of marketing activity and Improved visibility of cross-selling opportunities.
- Enabled better post-sales support and faster deal closing
Interested in finding out more on CRM? ProAptivity specialise in the deployment of CRM solutions into small and medium size businesses. They are the Northern Ireland solutions partner for Maximizer CRM which offers both on-premise and on demand solutions with full Mobile CRM capabilities. For more information contact 028 90735630