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The main function of a CRM is to track your customers and all customer information in one place. This makes it easy to look up customer name, phone number, address, email address and notes about every single interaction your company has had with that customer. You can also enter days and times into the system when you want to contact your customers next. The software will remind you on the specific day of the pre-arranged appointment.
However, CRM can do much more. Many CRM systems can be integrated with accounting and email marketing solutions. This allows you to easily track your customers' invoices and send emails and newsletters. A new feature of some CRMs, for example, allows you to track customers on social networks. This allows you to see what they say about you and track your company's interactions with your customers.
This type of CRM is often referred to as CXM (Customer eXperience Management) . CXM is probably the future of CRM, as almost all business deals are conducted on multiple channels. CXM makes it much easier to track interactions with customers on social media, email, phone and website.
Ultimately, CRM systems are important tools for companies for several reasons.
Sales reps no longer have to track their customers across multiple platforms and are reminded when to contact a customer.
CRM makes it easier to manage sales teams. (This is one reason why salespeople are reluctant to adopt CRM systems.) Managers can simply log in and make sure sales teams are meeting goals and objectives.
CRMs are also great for your marketing team. The system allows marketing teams to quickly find all the email addresses they need for their marketing campaigns in one place. By integrating your CRM with your email marketing solution or marketing automation , your marketing team no longer has to manually upload contact lists.
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