The combination of new technologies with the most established marketing techniques has created tools capable of revolutionizing the management of business operations and processes. Today, anyone who wants to study a Bachelor's Degree in Business Administration & Management or a Bachelor's Degree in Business Administration & Management must necessarily become familiar with some key concepts. For example, they must know what a CRM is .
What does CRM mean?
The first thing to do is to understand what CRM stands for . It is the acronym for Customer Relationship Management and defines a category of software and applications that help companies manage, analyze and optimize interactions with customers and prospects, through all the related data. Therefore, it represents a central piece not only for the sales force of the organization but also for marketing.
In fact, CRM allows, among other things, to integrate hong kong whatsapp data technologies capable of creating marketing campaigns , promotional offers and geolocalized services based on the user's geographic location. This evolution makes the transition from CRM to CEM ( Customer Experience Management ) increasingly shorter.
What is a CRM in a company?
Having established what a CRM is, let's try to understand how it is used in an organization. We can imagine CRM in a company as a large database with all the information of all the people contacted (both customers and ' leads' or potential customers), useful for keeping existing relationships alive and creating new ones.
CRM action takes place on two levels:
approach, interest and inform the potential customer who has just been 'hooked' and is not yet aware of the possibilities of a business relationship with the company;
improve the level of satisfaction of acquired customers and retain them, thus improving the Customer Experience , leading to an increase in productivity and sales.
There are 4 different types of CRM , each designed with a specific purpose.
Strategic CRM puts customers and prospects first by gathering relevant information that, when compared to market trends, allows you to offer them a better value proposition.
Collaborative CRM is designed to enable seamless collaboration and real-time information exchange across a company's various departments, breaking down silos between marketing, sales, and customer service teams to provide a seamless customer journey.
Analytical CRM is developed to help analyze customer data in order to detect trends in their behavior and design effective marketing and sales strategies.
Finally, Operational CRM is characterized by simplifying the company's processes in customer relations by effectively managing, and with a high degree of automation, the entire customer journey, even when it includes a large number of contact points.