Discover the importance of CRM in the management of customer opportunities.

The life cycle of a customer can be as long as a company intends it to be if it is able to build a long-term relationship with them. All this and much more with the implementation of a true CRM strategy in your company!

Discover the importance of CRM in the digital era.

See all software Customer relationship management

Importance of CRM

1. Connect on a personal level

The importance of CRM lies in its ability to connect on a more personal level, bring companies into the social conversation and enable them to make better decisions for themselves and for the customer.

It's impossible to retain a dissatisfied customer! It's easier today:

• request quotes,
• compare services and prices,
• and switch suppliers at the click of a button.

With a high risk of leakage, customer loyalty is an asset to work on every day.

2. Integrate social CRM

We are social beings by nature. We participate in social networks because it tends to cause a positive emotional state and a sense of well-being. Interacting with others makes us feel good:

• We share positive and negative opinions of brands,
• We value service,
• and we trust the comments of our friends and family.

As customers we are willing to switch suppliers at any time if we do not receive what we expect. These experiences will define whether or not we are loyal to a brand.

A Social CRM allows us to get to know customers better thanks to the information from their interaction with the company, as well as their movements on social networks.

Brands now have the potential to nurture that customer at all levels.

A company that is part of the conversation has the potential to generate followers and fans. It also has the potential to mitigate the risk of a social media complaint crisis.

3. Predicting customer needs

It is a business challenge to have the ability to give customers exactly what they want. A CRM is used to identify preferences and create a concrete action that meets their expectations.

CRM is useful for building and maintaining close relationships with customers and prospects. A marketing and sales team with first-rate information will know:

• where the customer is at,
• what they expect,
• and what is the next stage in the sales funnel.

It is able to assess the size of the opportunity.

4. Improve the customer experience

To improve the customer experience, companies need to know how customers feel about their relationship with them.

The customer journey shows us a map with the stages that a customer goes through until the purchase.

Its objectives are:

• Analyze how they live the experience of interacting with the brand and helps to find a harmonious way in that relationship.
• Adapt processes and test new opportunities to manage their expectations.

CRM helps to improve the customer journey. Detect the points of contact of the company with the customer during the buying process, develop sales and meet their needs.

5. Conclude more sales

CRM enables intelligent customer relationship management and effective follow-up. This leads to greater segmentation and automation of actions that nurture prospects and potential customers until they are ready for a purchase.

It favors the impulse of actions such as up-selling and cross-selling with positive results.

In addition, it keeps the company at the top of mind. That is, it helps position the brand in the consumer's mind for a future transaction.

6. Protect customer data

Data security is a critical aspect in any company.

Business information and privacy treatment is one of the most important concerns in companies and a priority when we think about enterprise data.

Incorporating a CRM reinforces data storage and processing protocols and protects sensitive business information.

At the same time, it gives workers flexibility in its treatment, essential in the work environment to develop their activities.

Data protection means peace of mind for the customer:

• Database,

• invoices,

• interaction history,

all these are safe in a CRM environment.

With proper management of the tool, data is secure and accessible to all.

Automatic backups, cloud-based information, multi-level authentications and recurring audits safeguard what is most valuable for the development of customer operations. A guarantee that important information is secure, even when it comes to group sharing.

7. Manage databases

Customer data is becoming both the wealth and the priority of companies. But how to optimize the volume and richness of customer data?

Companies can no longer do without a customer database, which includes all customer data, regardless of the relationship channel.

The database centralizes information from CRM, sales and marketing campaigns. This single customer database is a starting point to go further and set up a data management platform.

By analyzing this data, companies can run personalized campaigns, in terms of:

• Messaging,

• offers,

• customer journeys,

• to target and reach customers.

Having real and personalized data allows to create tailored strategy.

8. Create customer relationship management strategies

CRM is a valuable tool for both the sales and marketing departments of a company.

However, this is only possible if a CRM strategy has been defined so that all efforts converge towards a common goal: customer satisfaction.

CRM also helps to structure internal processes and collaborate with teams to develop a corporate strategy in a holistic manner.

To be closer to the needs, why not consider an audit of existing processes and strategies before developing your tailored CRM strategy?

9. Automate relationships

With the support of CRM software, companies achieve much more than increased sales and greater internal organization.

CRM is used to get to know the customer as a person. Not only through interactions with the company, but also through their lifestyle, tastes, values and opinions.

In the era of hyperconnectivity, a growing brand designs processes to take advantage of this information.

10. Contribute to the development of healthy companies

See all software Customer relationship management

CRM improves the relationship between workers and well-being in the company. The state of mind influences the work environment. A CRM organizes and systematizes processes and favors a positive work environment.

CRM accompanies people in their digital journey and interactions with brands. There are many reasons to incorporate a CRM in the company, including increasing productivity and profitability, achieving a deep connection with the customer and improving service.