Choosing a CRM management system is essential, as one CRM functionality can help you more than another.
We generally prioritize tracking customer interactions and data, and improving prospecting.
But the question arises: What are some of the most important functions of a CRM?
In this blog post, we’ll try to unravel what goes on behind the scenes with CRM systems.
How does a CRM system work?
A CRM system is software that helps businesses manage their customer relationships.
It does this by storing and organizing customer data, or by tracking their interactions.
They also provide tools for Sales and Marketing teams to usa student data use this data to improve their prospecting.
There are different types of CRM solutions , but they all share these basic features. Let’s take a closer look at each one:
1. Store and organize customer data
The main function of a CRM system is to store customer data.
This data may include contact information, purchase history, preferences, and other relevant details.
The CRM system will organize this data so that it is easily accessible and usable by the Sales and Marketing teams.
2. Tracking customer interactions
Another function of a CRM system is to keep track of all customer interactions.
This includes all interactions a customer has with your business, such as cold calls , emails, meetings, etc.
The CRM system stores these interactions in each customer’s profile, how to prevent and solve keyword cannibalization so that Sales and Marketing teams can view them and use them to improve their prospecting.
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3. Provide Tools to Sales and Marketing Teams
The third function of a CRM system is to provide tools to Sales and Marketing teams.
These tools help these teams use the data stored in the CRM system to improve their prospecting .
For example, they can use contact information to create targeted lists for campaigns.
You can also use your purchase history to upsell and cross-sell.
But what else? How does a CRM work?
In general, the operation of a CRM is broken down into 4 chronological stages, which resemble any B2B sales process :
CRM Functionality 1: Improve Lead Generation (Marketing)
The first step is lead generation , that is, identifying people who might be interested in your products or services.
To do this, you must create Marketing Campaigns that allow you to achieve this goal.
Your CRM system can help by providing tools to create usa lists targeted lists and track the results of your campaigns.
In this phase, the goal is to generate lead databases—there are different ways to acquire leads, see our article on how to purchase B2B leads —at the top of the pipeline. The next goal is to convert them into customers.
Step 2: Convert Your Leads into Customers (Sales)
The second step is to convert your leads into customers, that is, contact them and try to sell them your products or services.
To do this, you must first have a sales team responsible for contacting the prospects identified by the marketing department.
And what better tool to carry this out than a CRM system ?
Indeed, CRM software will allow you to:
- Assign the right prospects to the Sales team.
- Qualify Sales Leads directly from the tool.
- Convert leads to customers .
- Identify opportunities continuously.
Once your leads become customers, the hardest part is over.
But beware, the work isn’t done yet! It’s essential to nurture your customers to retain them and keep them buying from you over the long term.
This is where customer relationship management comes in. CRM software will help you automate and streamline these relationships.
CRM Functionality 3: Ensure Proper Delivery and Tracking
The third CRM functionality is to ensure the delivery of your products or services. Of course, it also includes adequate post-sales follow-up.
To do this, there are several elements you will need to pay attention to:
- Administrative: Ensure all invoices are sent and paid on time. CRM allows you to edit, store, and transmit all documents related to the business transaction to the functions of a CRM appropriate person.
- Deliveries : Confirm that the delivery is going well, on time, and that everything is in order at this level to avoid a return or a point of friction.
- Customer Satisfaction : Is the customer satisfied with the product or service they just received, as well as with the support they have had since becoming a customer?
