CRM is– In a business, whatever field it runs, the customer is very important in the growth of the business. Marketing strategies will be carried out to increase interaction with customers. CRM is one way to support this marketing strategy.
However, what exactly is CRM? Is the only benefit now to increase interaction with customers? How is it implemented and how does it work?
In this article, I will explain in detail about CRM so you can understand it in depth. Come on, just watch it until the end!
Definition of CRM
By definition, customer relationship management or commonly abbreviated as CRM is a method commonly used to approach customers. Not only to improve relationships but also to widen the target market so that brand awareness increases.
Some of the CRM applications include CRM for recruitment agencies, the Health Industry, the Retail Industry, the Manufacturing Industry, the Hospitality Industry
If operated properly, this CRM will provide benefits for the company in the areas of sales, marketing, and increased engagement with customers.
You can use CRM to get the following benefits for the company where you work:
- Have a clear operational strategy
- Save on marketing costs
- Have a lot of time to do sales strategy
- Easy to do because it can be operated mobile by workers
- Easy to manage database
- The sales process is not complicated so it is easy for various divisions to carry out
- Communication between divisions is easy to do so collaboration runs smoothly
- Increase interaction with customers
- Increase sales revenue
Just like other types of digital marketing, implementing CRM also requires a specific strategy so that the result is according to plan. If you want to implement CRM properly, make sure you think about the following strategies.
- Identify decision-making to convert the target market into loyal customers.
- When prospecting customers at the sales stage, make sure the customer meets the right qualifications.
- Look for opportunities well with connecting targeted prospective customers.
- Apart from increasing interaction with customers, don’t ignore other business opportunities, for example, opportunities for B2B system collaboration.
- When sales already have satisfactory results, continue to manage customers well, and always follow up with these customers so that contact is not lost.
CRM has 3 main components, namely as follows.
Management greatly contributes to CRM. This is because, when carrying out a business strategy with CRM, management will focus on managing systems and increasing interaction with customers.
If this is achieved satisfactorily, the company will benefit from an increase in reputation compared to competitors.
The goal of CRM is of course to produce loyal customers so that the company’s products will gain awareness thereby increasing sales. However, loyal customers do not just happen. After successfully getting customers through CRM, customers must be maintained so that they have a good relationship.
Customers are not just someone who is or has been successfully interested in the company’s products. However, it is calculated from customers who will, are currently, and have interacted, whether they have bought or are just interested.
When implementing CRM, there are three stages of consumer management starting from pre-buying to becoming a customer. Details about the stages of CRM are as follows:
- Acquire New Customers
Increasing brand awareness is one of the benefits of implementing CRM. So, to do this, you can carry out product promotions with a strategy that is adjusted to the type of company’s products.
- Add Value from Customers
Adding customer value is done in the application of CRM. Usually, this is done by doing a cross treatment. That way, customers don’t only know one product, but also thoroughly so that later all of the company’s products are known equally.
- Retaining Customers
The final stage is to retain customers so that it is not only a one-time transaction but also many times. Thus, the company has a fixed database.
Although not all CRM software has similar features, CRM usually has the right features. These features are as follows:
- Lead Management
The customer database will look in detail if you use CRM, such as demographics, most clicked products, customer needs, and more. You can also filter data according to your wishes.
- Email Marketing
Email marketing is needed these days. Whether to promote new products to send pamphlets regularly. With CRM, you can use this feature to increase interaction with customers.
- Sales Channel Management
The sales system can be done easily when you use CRM. You can also track sales prospects easily.
- Sales Force Management
In the sales division, of course, not only one person works, usually a team with several members. If you are a team leader, CRM will make it easier for you to monitor the work of team members.
- In-Depth Reports
CRM will also make it easier for you to monitor data, both to see this month’s data and to compare it with data in the following month.
How CRM Works
The way CRM tools work is quite complex, the sequence is as follows:
- CRM will record targeted customers and store them.
- Relevant team makes decisions about the target customer.
- The marketing team will start contacting target customers to find the right opportunities by finding out what their needs are.
- After knowing what the customer’s needs are, the sales team then begins to approach to increase sales.
- Customers who successfully make transactions will still be embraced so that they become loyal customers.
CRM has many kinds and types. Each type has advantages and disadvantages of each. So, to find out the type of CRM that suits your needs, you can listen to the explanation of the following types of CRM.
- Operational CRM
This type of CRM is the most widely used because it is suitable for small-scale businesses. However, even large-scale businesses can use it because operational CRM can be run in several types of businesses. Examples of operational CRM are sales automation, marketing automation, and customer service automation.
- Analytics CRM
Analytical CRM has a function to easily analyze customer data. Later, you will get company data to implement a better business strategy.
- Collaborative or Strategic CRM
The next type of CRM is collaborative CRM. This type of CRM can help you to unite your team to achieve your main goals. Thus, marketing and sales teams can increase customer loyalty easily.
- Industry-Specific CRM
In today’s modern era, recruitment software holds an important key in the recruitment process at companies. Recruiting and managing employees is not an easy matter. You must determine the right qualifications according to the position needed. However, with the help of recruitment software for agencies, this process becomes easier and more effective.
- All-in-One CRM
As the name suggests, this type of CRM has the most complete features among the other types. That way, you don’t need to switch CRM software to get the features you need.