Client Relationship Management (CRM) is a concept for managing all your business relationships and interaction with your clients and potential clients, leading to improvements in Customer Service and Customer Experience.

A CRM Application allows you to focus on your company’s business relationships and the people who are involved: suppliers, clients, cases, service users or colleagues etc. A CRM can be far more than just a sales and marketing tool. It can become the backbone of your business. A system to aggregate and make information accessible centrally, to track, process and analyse data from every aspect of the business.

Here are 4 reasons why a CRM can be your most valuable app:

  • Track all Client Interactions
    Efficiency is a key attribute that most customers seek from their suppliers. Being able to see the latest emails, incoming and outgoing calls, orders and delivery status for a given customer, gives you the information you need to respond efficiently and effectively.
  • Store a Valuable Business Asset – Customer Data
    People say knowledge is power… but knowledge is also a business asset. Keeping customer information on file and up to date and relevant, provides a reliable pool of information for the future of your business and for current and future employees. The information is for the benefit of your organisation, its sales pipeline, its service and product development and its customer service. Manage it wisely, maintain it carefully and protect it from attack – it is an asset in which your business and employees both invest!
  • It Reveals Opportunities and Threats
    Identifying new business opportunities is not always easy. With a CRM that records sales information, new market sectors can be identified and current sectors analysed… Being able to track data to see how business sales are performing is important and enables strategies to be adjusted or changed. And this doesn’t only apply to sales, the same can be true of purchasing with the analysis and review of supplier information.
  • Automate and Improve Productivity
    To run smoothly, every business has procedures to follow and processes to complete. Client relationship management systems can automate business procedures and processes; store customer feedback, log emails, phone recordings and letters, track customer deliveries and update customers. If it is important to a business, a CRM can help track, store and analyse the data efficiently but importantly, improve productivity through business process automation.