The Benefits of Using a CRM System

This informal CPD article on The Benefits of Using a CRM System was provided by London School of Public Relations, who offer training courses that help explain how brands can stay competitive in the changing nature of business by taking advantage of the growing importance of social influence and public relations.

The Benefits of Using a CRM System

CRM systems are the intelligent link that connects you to your customers. A holistic approach to CRM integrates all spheres of management, from advertising to sales, and it includes all possible communication so that the sales process is streamlined. Still, most importantly, it enables you to supply a great buying experience, improving customer satisfaction and increasing referral rates.

Improve and increase the productivity of your business

With the correct implementation of a CRM system, you can significantly improve and increase the productivity of your business. Here are some of the main benefits of using a CRM system:

1. Centralising Customer Information - Having a single location for customer information that is universally accessible allows employees from different departments to access and act upon metrics related to their field. Using a CRM System also allows users to enter customer information into the database without tying the data to a specific employee. This is useful because, for example, if an employee retired, information about his previous and current clients would remain with the company.
2. Increasing Sales with CRM - CRM systems have special functionalities that help to increase efficiency and sales volume. For example, sales representatives can use the system to identify up-and-coming customers who should subsequently be given special attention. Additionally, CRM systems allow marketers to automate processes relating to customer communications.
3. Improvement of Customer Service KPIs - CRM systems help to improve the quality of service through an individual approach to each client and expands the possibilities for promoting the company. For example, you can develop a system for alerting the target audience about new arrivals and promotions that are tailored to their purchase history.
4. Developing the Right Communication Strategy - Customer contact is vital to developing loyal relationships and encouraging repeat purchases. One of the benefits of using a CRM system is the ability to record all message history relating to current and potential customers. This is particularly useful for companies who use telemarketing to connect with customers. A well-developed CRM system allows you to record incoming and outgoing calls and register customer responses in convenient databases.
5. Improving Your Email Marketing - Campaign Marketing is critical to attracting customers and increasing revenue, however, disorganised marketing campaigns can have the opposite effect. CRM systems can help you create and organise email marketing campaigns, which are a great way to reach large numbers of current and potential customers. Furthermore, any received responses can be logged and analysed, allowing you to see where you succeeded or failed.
6. Increasing Information Access for Sellers - One problem that sellers often face is lack of information. Customers tend to ask difficult questions, and being able to quickly answer them can help make a sale. Integrated CRM systems include tools that enable your sales team to answer questions promptly and efficiently. They can access information on stock levels, prices and technical data. Before making contact, they can also see information about previous connections with potential clients.

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