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What is Customer Relationship Management?

Article by Waheed Qadir in ,  - December 29, 2019


Who is CRM for?

How exactly does Customer Relationship Management work?

1. It gathers all of your customer data and centralizes it

2. Supports a customer focused behavior

3. It helps you gain new customers

CRM Cloud Solutions

CRM and AI

Here’s why CRM matters to your business.



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.

When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more.

A CRM solution helps you focus on your organisation’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.

Customer Relationship Management or CRM means a set of principles, rules, guidelines or practices that an organization uses while keeping in touch with their customers mostly via technology. Customer Relationship Management isn’t a product or a service, in fact, it is just a strategy that organizations adopt to know more about the customer’s needs and requirements.  If a business manages better relationships with their clients or customers, it’ll become really successful.

In today’s world maintaining relationships with the customers is really important. Customer Relationship Management aims to improve the profitability and revenues of the company, and it reduces the costs. CRM always puts the customer’s needs first.  The main purpose of CRM is to build good relationships with the customers so that the customers always rely on you and keep coming back to you. Customer Relationship Management or CRM helps businesses to gain an insight into their behaviour with their customers and to modify their techniques in such a way that all their customer’s demands and needs are fulfilled. 

What is CRM for?

A CRM system gives everyone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.

With visibility and easy access to data, it's easier to collaborate and increase productivity. Everyone in your company can see how customers have been communicated with, what they’ve bought, when they last purchased, what they paid, and so much more. CRM can help companies of all sizes drive business growth, and it can be especially beneficial to a small business, where teams often need to find ways to do more with less.

How exactly does Customer Relationship Management work?

Let us take a look on how CRM works:

1. It gathers all of your customer data and centralizes it:

One of the benefits of using CRM is that it gathers all of your customer data into one central database. Customer information includes all the phone numbers, contacts, emails and the last contact made with the customer. This information can help you manage and keep a record of all the sales, relationships with customers and your marketing techniques. It reduces all the messes and everyone can access the data from the central location.

2. Supports a customer focused behavior: 

CRM supports customer-focused behaviour and its strategies prioritize the customers. This strategy says that the customer is at the center of everything you do. CRM focuses on providing valuable customer service to all the customers. Companies that use CRM and realize its importance are usually a lot more successful than that the companies which do not focus on improving relationships with the customers.

3. It helps you gain new customers:

Customer Relationship Management system not only helps you maintain your relationship with the old customers, it also helps you gain new customers. This includes identifying customers maintaining all their details into the CRM system.

The CRM contains the company’s website, email, mass mailings and telephone calls.  One of a few different types of CRM technology are explained below:

CRM Cloud Solutions:

CRM cloud solutions share data with sales agents. Using this technology helps with the accessibility of customer information. This system has a few disadvantages like if a company is going out of business, the customer information could be compromised and the cloud-based solutions are expensive than regular in-house programs.

CRM and AI:

As of now, we cannot totally rely on Artificial Intelligence when it comes to Customer Relationship Management System AI-powered CRM is still in its development phases. Artificial Intelligence-based CRM plans to strengthen the CRM activities by optimizing the prices, speeding up the sale cycle and lowering costs. Human management plays an important role in CRM and CRM also requires important decision making from humans.

Here’s why CRM matters to your business.

Gartner predicts that by 2021, CRM will be the single largest revenue area of spending on enterprise software. If your business is going to last, you know that you need a strategy for the future. You have targets for sales, business objectives, and profitability. But getting up-to-date, reliable information on your progress can be tricky. How do you translate the many streams of data coming in from sales, customer service, marketing, and social media monitoring into useful business information?

A CRM system can give you a clear overview of your customers. You can see everything in one place — a simple, customisable dashboard that can tell you a customer’s previous history with you, the status of their orders, any outstanding customer service issues, and more.

You can even choose to include information from their public social media activity — their likes and dislikes, what they are saying and sharing about you or your competitors. Marketers can use a CRM solution to better understand the pipeline of sales or prospects coming in, making forecasting simpler and more accurate. You’ll have clear visibility of every opportunity or lead, showing you a clear path from inquiries to sales. Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool, and embedding it in your business – from HR to customer services and supply-chain management.

Though CRM systems have traditionally been used as sales and marketing tools, customer service teams are seeing great benefits in using them. Today’s customer might raise an issue in one channel — say, Twitter — and then switch to email or telephone to resolve it in private. A CRM platform lets you manage the inquiry across channels without losing track, and gives sales, service, and marketing a single view of the customer.


Customers usually do not need you to tell them what they need anymore. In the current world, everyone keeps themselves updated through the internet. So you should focus on treating them as individuals. You should show them their business really matters to you. You are more likely to lose the customers who do not feel cared or valued by you. If you manage to keep the customers happy, you will get repetitive business from them, thus creating a good image of your company in the industry.

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