Customer relationship management or CRM is used in an organization to manage and analyze customer interactions and data that improves business relationships with customers, and drive sales growth. It is a system that is designed to consolidate information on customers across different channels that includes website, direct mail, marketing materials, social media, and more. It also provides a complete information to the organization on customer’s purchase history, buying preferences and concerns. The areas through which a company interacts with customers are:
Front-Office to contact directly with customers that include calls, emails, messages and more.
Back-Office is for operations such as finance, communications, marketing, customer billing, advertising and more.
Develop business contacts through various events.
CRM software automates various workflow processes such as tasks, calendars, alerts, and lets the managers track the data on performance and productivity based on information logged within the system. It is highly scalable and customizable software that allows businesses to boost customer insights with a back end analytical engine, and also view business opportunities with predictive analytics.