According to the 2022 Digital Trends Report, produced by Cheetah Digital, 1 in 3 consumers feel frustrated when brands do not recognize their purchase history or loyalty.
Customer retention is very important for companies, after all, “acquiring a new customer costs 5 to 7 times more than keeping an existing one”, according to Philip Kotler. But what is the best way to manage these relationships?
Check out this article:
what is CRM?;
How does CRM work?;
types of CRM;
why is CRM important?;
stages of customer relationship management.
What is CRM?
CRM is the acronym for Customer Relationship argentina whatsapp data Management. This term encompasses the entire set of actions, practices and strategies employed in managing the relationship between brand and customer.
It is very common to think that CRM is just customer management software, but in reality, it is an integration system between the marketing, sales and customer service sectors, in which all parties involved are focused on the customer.
Basically, CRM allows you to record and organize all the information and points of contact that a consumer has with the company, so that their entire history with the brand is accessible to optimize their experience.
How does CRM work?
A CRM platform stores information about a company's customers and prospects, such as name, address, contacts, website activity and brand contacts, so that this data is organized and gathered in a single place, where everyone involved can have access.
Information can be transferred from other software or entered manually. Therefore, if your company already uses a marketing automation tool, information about leads that have reached the final stage of the funnel can be automatically transferred to the CRM. Here's how this integration works:
In addition to organizing the information and work routine of the Sales team in the company's day-to-day activities, CRM offers the possibility of building and customizing more efficient approaches to winning over your customers.
Using CRM, you can:
actively track the actions of your customers and prospects within your website;
capture personal information more intelligently;
connect your entire team, across different devices, with information available to everyone;
build reports and gain insights directly from the platform;
simplify the team's day-to-day tasks and use lead information more assertively in their actions;
expand and add new data collection fields as needed.
All of these possibilities are useful when you want to create a closer and longer-lasting relationship with your customers.
Types of CRM
There are basically two types of CRM: local (or On-Premise CRM), which is maintained on a physical server in the company, and cloud CRM (or Cloud CRM), which uses remote access.
Local CRM requires some costs, such as purchasing servers or hiring an IT team to maintain the tool, however, this model offers greater internal control over resources.
Still, the most widely used (and most recommended) model is online CRM, in which the entire infrastructure is managed remotely. Since this model uses cloud storage, you simply need to access the login page from any device to access the information.
Why is CRM important?
Recording customer information is not something new, companies have been using different tools to carry out this management, such as spreadsheets, notes in documents, conversations in applications or even calendars.
These alternatives have worked for a long time and may still work when you are starting a new business and do not yet have a high volume of consumers and sellers in the company.
However, as time goes by and the company grows, these relationship management techniques become obsolete or even hinder the progress of sales proposals. After all, information written down in spreadsheets or diaries can be lost or misinterpreted.
Furthermore, these tools are rarely shared with other team members. As a result, communication between salespeople, or even between the sales team and the company's marketing team, ends up being compromised.
With a CRM tool, you can automate processes and reduce manual effort with filling out spreadsheets and forms. With lead information organized and the software operating the processes, your team has more time to dedicate to what really matters: the customer.