A CRM system essentially provides a central place where businesses can store customer and prospect data, track customer interactions, and share this information with colleagues. It allows businesses to manage relationships with customers, helping the business to grow.
With a CRM system in place, every question, every service request, every preference and every past contact detail about every customer is instantly available, which means that every new interaction with them should always be personalised, relevant and up to date.
As well as tracking every phone call, email sent, meeting held and presentation delivered, CRM systems can also be used to add notes, schedule follow-ups and organise the next steps that need to be taken. This ensures that opportunities to close deals or grow customer accounts won’t be missed.
By understanding customers better, cross-selling and up-selling opportunities become clearer too, giving organisations a much better chance to win new business from existing customers.
With no CRM These methods make it all too easy for details to get lost or forgotten, or for a meeting or phone conversation not to be followed up on as promised. Choosing which leads or prospects to focus on can be a matter of guesswork rather than a rigorous exercise based on fact. Worse still, if an individual holding access to key customer information were to leave, then all their knowledge could walk out of the door with them.