Types of Customer Relationship Management - CRM Technology

Types of Customer Relationship Management – CRM Technology

Basically, there are two CRM technologies, these are:

  • CRM software: this is software that helps to collate customers' information that makes up business data. Customers' trends, history, purchase patterns and previous behaviours can easily be identified using this software. CRM software helps businesses streamline their operations to have an improved customer relations and customer experience. Through CRM software, a business can have improved customer interaction which will help retain current customers and attract new ones to increase sales growth.
  • CRM cloud solutions allow business leverage on the internet to have an enhanced customer relation and improved customer experience. This involves access to a computer system and the internet to achieve an excellent CRM.

It is difficult to separate customer relationship management from human management. This is because one cannot exclude the role of humans in CRM. CRM software and cloud solutions cannot work on their own. 

They need to be operated by humans. Therefore, every company must identify that having a successful CRM is associated with having proper human management. However, in addition to the role of humans in CRM is the new discussion on the significance of artificial intelligence (AI). 

According to analysts, certain AI applications will be helpful to CRM, whether now or in the future. This will improve the quality and efficiency of CRM if the applications are well integrated or adopted.

5 Reasons Why Your Business Needs a CRM

Customer Relationship Management software, or CRM, is a program designed to gather all aspects of your customer information in one place. A CRM solution helps your business organize interactions and relationships with customers and prospects alike.

CRM software centralizes all the data pertaining to your current and future customers so that your team may remain on top of their tasks. For example, agents will log accounts of customer purchases, calls, emails, chats, support tickets, etc. This way, no detail of a customer's relationship with your business will slip through the cracks.

CRM solutions accommodate businesses of every size and budget: from a small SaaS subscription-based model to large-scale enterprise installation. As a result, companies both new and established will benefit from using a suitable CRM solution.

This software facilitates cooperation, boosts efficiency, and increases customer satisfaction over the course of their entire life cycle. Read on to find out what the right CRM solution can do for your company.

The Advantages of Using a CRM Solution

For a new business, it might seem nonsensical to invest in Customer Relationship Management software before you even have customers. 

However, when it comes to regulating customer interaction and lead conversion, spreadsheets won't cut it for long. 

Without the proper software, your sales staff will have a harder time following up on leads and staying on top of customers. 

The worst part is, you won't even know about the business you're missing out on.

For an established company, going without a CRM solution is throwing caution to the wind. However, if your sales team is running into problems and losing efficiency, a CRM can do a great deal to help. Read on to find out what the right software can do.

Streamline Your Sales Process

The foremost advantage of a CRM solution is that it accompanies your sales team throughout the entire process of acquiring a lead, converting it into a customer, and closing subsequent opportunities. 


It's right there in the name: a CRM will streamline the management of customer relationships.


If your sales team needs help being better organized and working as a unit, then a CRM can help as well. For example, if your team works as a group on a certain project, or if certain members handle different parts of a chain, then coordinating tasks can be difficult. 


The right CRM solution can let you program customer-related tasks and assign them to members of your team. This way, every salesperson has a defined role and clear objectives. As a result, no sales opportunity will go ignored, and no one on your team will be left hanging.

Centralize Customer Information

A CRM solution will keep customer information in individual files. These files can be fleshed out with fresh data with each new development of your relationship with a customer. Every phone call, email, contract, offer, etc., will be kept in one convenient place. 

Your whole team will access this information and update it so that everyone stays on the same page. This will save your team time and effort since they won't have to scramble to access a client's file in a pinch.

Moreover, centralizing and digitizing sensitive customer information is more secure than keeping paper files. Storing data on the cloud means it will be accessible to your team from anywhere in real-time, so long as they have an internet connection. In addition, most SaaS CRM providers include regular backups of your data, thus being proactive in the case of disaster recovery. Moreover, your files are less likely to be misplaced, lost, or accidentally destroyed if digitalized: the cloud is much more secure than most realize.

Lastly, your CRM solution can be integrated with the rest of the software your business uses daily. 

Consequently, you can keep track of support tickets, phone calls, live chats, emails for each client right in their files. 

In addition, you can cross-reference with your calendar to schedule appointments and stick to deadlines. 

This allows your team to refer to their CRM for direction since both your customers' information and your team's schedules are gathered in a single interface.

Accompany the Customer Journey

In your CRM, you will be able to plan your course of action. Rather than relying on a spreadsheet, planner, or (god forbid) a Rolodex, a course of action can be laid out every step of the way. 

For example, this will allow your sales team to focus on closing rather than spending time doing paperwork.

Your CRM will allow you to easily identify and follow up on promising leads. It will keep track of the process of signing a new customer, so the latter's specific information is available to the whole team, both sales and support. 

It will remind you to contact a customer at regular intervals to encourage product adoption and stay on top of solved support tickets. 

Lastly, monitoring a customer's involvement with your business can help your team identify cross- or up-selling opportunities, thereby organically growing your business while helping customers succeed.

All of this means getting closer to your customers, being proactive, and keeping your finger on the pulse of individual customers' needs and expectations in order to better satisfy them. 

Implementing a CRM solution can drive customer retention and mitigate churn. The entire customer journey is tracked in your CRM solution, visible to your whole team and accessible for reference every time a specific customer gets in touch. Your CRM solution can become the hub around which your entire sales strategy is organized.

Foster Inter-Departmental Cooperation

Since your CRM can gather all types of information, it can be the rallying point for the different departments in your company. However, coordinating sales, support, marketing, and development is a tricky affair, and without smooth cooperation between those teams, the customers will suffer and churn.

Lack of inter-departmental cooperation is the source of many pain points for customers. You can use a CRM solution both to assign tasks and see how those tasks fill out the bigger picture. Thanks to a common interface, everyone can access and add to the information in your CRM. 

Consequently, you can empower your staff to work collaboratively rather than concurrently by sharing insight, leads, issues, and solutions.

Moreover, sharing information, goals, and incentives across your teams improves productivity and efficiency. With the right CRM solution, you can avoid siloing information and help disparate departments work like a well-oiled machine.

4 CRM Objectives And Goals To Set

To get the most from Customer Relationship Management, you have to have clear CRM objectives and goals. 

Although customer relationship management can be loosely defined as the process of building and maintaining good relationships with your customers, there are many improvements that a well-designed CRM plan can help you accomplish. 

These can include learning more about staffing needs so that you can refine your talent search, tailoring your production efforts and inventory to better meet the needs of your targeted market or improving your online reputation, among other things.

These possible goals are a good start to outlining what your ideal outcome might be. Do you wish to:

  • Improve your customer service?
  • Reduce customer churn?
  • Keep your data secure?
  • Better understand and refine your sales process?
  • Help your team become better organized and more efficient?
  • Allow your team to work remotely?
  • Develop a more effective lead generation strategy?

Having definite short- and long-term goals and objectives will help you select the right software, then use it to your advantage.

Improved Customer Satisfaction 

Happy customers are loyal customers, and they also offer good word of mouth advertising, which can be invaluable. Making customer satisfaction the primary goal of your CRM campaign is the surest way to improve your bottom line. 

This can be achieved by fostering increased customer engagement via social networking sites and various mobile platforms. 

In addition, you can consider implementing surveys or creating an interactive blog. Actively soliciting feedback from your clients will help you determine which actions and activities will make them more content with the services or products they are receiving. 

One of the major benefits of mapping out your CRM plan with increased customer satisfaction as your primary goal is that all other goals and objectives will invariably support this effort. In this way, each method you use or measure will share a symbiotic relationship with the rest. As a result, all of your investments in CRM will be supporting your goals in a balanced and seamless fashion. 

Improve The Efficiency Of Your Business 

CRM can help you eliminate redundancies in your marketing campaigns by allowing you to intuit which stage of the purchasing process each returning customer is in. 

As a result, you can send out marketing materials targeted to specific interests and purchasing abilities rather than transmitting general messages that are far less likely to generate an optimal amount of attention. 

A good CRM platform will collect and organize a wealth of data pertaining to individual and group consumer profiles. 

Another part of these endeavours can be implementing and using knowledge management systems that increase the speed at which customer inquiries are addressed, and problems are resolved. 

Greater levels of efficiency will also lead to improved client satisfaction. 

This is additionally a very proactive form of reputation management, both online and off, and thus, it is certainly a worthwhile goal to pursue. 

As an added benefit, some of the most innovative efforts to improve the overall efficiency of your business can also support the branding process

For example, showing yourself as transparent, easy to connect with, and ready to provide rapid support and services will foster a strong and appealing brand image. 

Given that branding is one of the most costly and time-consuming aspects of building your business and garnering more attention, seeking to improve overall efficiency to foster a better reputation is a vital addition to your top CRM objectives and goals. 

Expand Your Customer Base 

It is important to note that CRM is not just for managing the customers you already have. A CRM program that is linked to a high-quality knowledge management platform will allow you to stay in contact with prospects that have yet to convert. 

It will also allow you to identify commonalities and relationships among the clients you already have to hone and improve your future efforts in outreach. A larger customer base will allow for increased continuity in profits, even in a seasonal industry. 

Having goals like this one as part of your CRM plan is also a great way to devise a wholly self-supporting system in the financial sense. 


By streamlining your marketing efforts for faster and increased conversions, you can cut costs in a number of areas while increasing your profits. Moreover, all of your new and most recent converts can be quickly funnelled into a system that allows you to keep in touch and keep your services and products fresh in their minds. This ensures that your CRM budget is never exhausted. 

Enhance Your Sales And Support Teams 

One of the most important CRM objectives to consider is enhancing your team. By better learning the needs of the people you serve, you can become increasingly adept in identifying the right talent to provide these services. 

Talent management software, HR management software and other cloud-based tools can help you increase the value of your trained employees. Much like your current customers, your talent is among your top assets. Whether CRM helps you replace undesirable additions to your team or gives you a framework for increasing the customer service skills of existing employees, it is certain to improve the benefits that hired workers are providing. More importantly, CRM will guide any professional development plans you wish to implement and make mandatory among all employees. 

Your CRM system collects data that can be used as part of employee reviews and employee rewards or incentive programs. 

Tracking customer feedback in relation to the workers who have supplied customer service will allow you to make highly informed hiring, firing and promotion decisions. It will also give you an in-depth guide for sharing with any recruitment agencies that you are working with or for bolstering your in-house recruitment teams. 

Many companies are heavily reliant upon cloud-based and integrated systems. With knowledge sharing solutions, you can get optimal benefits from each and every aspect of these endeavours. Best of all, with goals that foster and support each other as the basis of this system, each of your investments in CRM is guaranteed to provide phenomenal returns. After determining your CRM objectives and goals, you will need to start looking for the right tools and resources for bringing these to fruition.

Frequently Asked Questions

The CRM applications are a convergence of functional components, advanced technologies and channels. Functional components include campaign applications, sales applications, marketing automation, and customer service and support applications. Channels include the Web, call centers and phone, and mobile devices.

Customer relationship management (CRM) is a technology for managing all your company's relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.

A CRM strategy is a company-wide plan for your business to grow revenues and profit, reduce costs and enhance customer relationships (putting them first). Many choose to do this with the help of CRM technology in addition to other marketing strategies and customer support models.

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