Having the customer as the focus of business has become increasingly important for companies, and the adoption of strategies such as Customer Relationship Management helps achieve this.
CRM, or Customer Relationship Management , in Portuguese, helps to keep the consumer as the main sales component, providing a broad view of a company's different audiences .
Many companies struggle to manage the volume of information they generate every day, so using strategies like CRM can solve a variety of needs.
Do you know what Customer Relationship Management is and how it can be used effectively in your organization? Check out our post and learn more!
What is Customer Relationship Management?
As previously mentioned, CRM means, in Portuguese, Customer Relationship Management and, as the name suggests, its objective is to place the consumer at the center of the company's processes .
When you think of CRM, the first thing that comes to mind is software , right? It's important to understand that this strategy is much more than just a program; it's a powerful concept to embrace in business.
Having a Customer Relationship Management strategy ensures that customer information is stored, making it easier to anticipate their needs so you can make new sales.
It may seem insignificant, but knowing basic customer information, such as birthday, family members, desires, and dreams, helps a lot in closing more sales.
There's nothing like offering a product or service at the right time , right? Consumers are much more likely to follow advice and suggestions from people or brands they trust.
In this way, Customer Relationship Management facilitates account management, registering customers, recording information and contact activities with the company.
CRM Applications
Customer Relationship Management has four different types of applications, each with different functionalities. However, they must be used in an integrated manner for optimal strategic results.
Operational
The application's core functions are customer service , after-sales, and technical support . In addition to responding to requests, customer service provides feedback and allows you to analyze data to uncover insights about your product or service.
Having support with all possible information makes service faster, assisting the Customer Success and, consequently, reducing the churn rate .
Analytical
Analytics is more closely tied to the software the company will use. Using the data obtained in the previous phase, it's not just about storing information, it's also about generating reports and analyses that profile and identify customer needs .
This way, contact can be even more personalized, anticipating actions from sales teams and preparing consumers to receive what they're looking for at exactly the right time.
These actions surprise and delight customers, leading to loyalty and a good experience with the brand.
Collaborative
Implementing a Customer Relationship Management strategy means that different sectors of the company have access to the same data whenever necessary .
Therefore, collaborative application is the exchange of data and information between the most varied teams that communicate with each other to solve customer problems .
Strategic
By combining all operational and analytical functionalities, CRM can be used strategically to increase sales, improve processes and define new initiatives .
Why use CRM?
Like other popular strategies, Customer Relationship Management offers benefits and convenience for businesses. We've listed some important ones below!
1. Organization and centralization
Using spreadsheets or calendars is already outdated for the amount of demand and customers that a company receives – or expects to receive.
In addition to losing details during the interaction process, it is possible that much information is lost and never used to the organization's advantage, which compromises sales.
Avoiding employee memory and having a CRM to help your business improves the organization of customer history . Furthermore, CRM allows you to record all activities performed, such as meetings, calls, emails , and more, ensuring no customer is left behind.
And more than organizing, one of the benefits of Customer Relationship Management is centralizing information, making it easily traceable .
2. Customer knowledge and loyalty
CRM is about customer relationship , so when implementing this strategy, the amount of information about the company's audience will increase .
Knowing more about your customers also increases personalization and connection with them, generating trust and closeness.
In any interaction with a consumer, all relevant information should be recorded – even information that doesn't seem to make much sense at the time.
This way, everyone on the team who has access to the information will be able to understand the customer so that all services are excellent.
Furthermore, winning over a customer helps with loyalty and spontaneous brand marketing , extremely difficult and important tasks in the current scenario.
3. Real-time monitoring
Using a CRM tool gives you broad access to your customers, detailing their achievements, losses, revenue, and more.
Furthermore, it provides a good overview of potential customers, for example, which ones are most likely to do business with at the moment and which are the most difficult, making it easier to choose strategies for each case.
4. Increased sales
Selling is the main objective of companies, so there's nothing better than using strategies that generate this result.
By understanding customers well with the help of Customer Relationship Management, sales become more assertive, generating increases in production and results for the sales team .
5. More effective communication
In addition to being an ally in communicating with customers, CRM greatly optimizes the exchange of information within the organization.
Using data generated in each interaction, employees help each other and feed the system, making the results available to everyone.
By centralizing information in one place, there is less chance of communication errors from inside to outside the company .
Conclusion
Investing in Customer Relationship Management is very important for organizations, after all, the need to know the customer is increasingly latent .
Knowing the profile of your current or potential consumers guarantees competitive advantages and ensures that the desires of each of them are met more effectively and that problem-solving is even more efficient.
Putting the customer at the center of the business improves each customer's experience, increasing brand trust and strengthening the product or service's reputation within the market.
How have you and your company been engaging with customers and gathering valuable information? Is this strategy already being used elsewhere?
