What is CRM software
The acronym CRM refers to a Customer Relationship Management software, that is a set of applications that allow the management of the interactions of a company with its customers. A CRM ERP software allows you not only to manage data relating to your customers, but also to analyze them and optimize the relationship with customers and prospects by keeping track of all the actions carried out and setting up ad hoc campaigns, thus becoming a tool of great strategic importance. for both the sales department and the marketing department.
How does it work
A CRM ERP software allows you to store and manage all information relating to customers, such as contacts, meetings held, conversations via email and telephone, events in which they participated, the campaigns they joined, collecting them precisely from different channels and storing them in a structured way within a single unified database.
A CRM-type software allows you to organize and plan actions and strategies aimed at improving the level of customer satisfaction and loyalty, thus leading to an improvement in the Customer Experience for the customer and an increase in sales for the company. A software of this type also makes it possible to automate some activities, both of the daily operational type on the marketing side, and as regards customer care and customer support services.
The main types of CRM
CRM oriented to lead generation
This type of CRM ERP software is aimed precisely at the scrupulous tracking of all potential customers along a hypothetical sales process, recording tastes, needs, preferences for each possible new customer and developing strategies to ensure that they choose their product by transforming themselves. in a new customer.
A lead generation-oriented CRM software, keeping track of all the interactions that led from the first contact to the sale, is also essential for the coordination of a sales team, which will operate in a more coordinated and more targeted manner.
Marketing oriented CRM
A CRM ERP software oriented to marketing activities includes tools that facilitate contact with customers and prospects, follow-up tools. But not only that: marketing-oriented CRMs also allow you to plan inbound marketing activities and to structure marketing automation workflows, for example with tools that allow you to automatically send an email to a user who clicked on a specific banner, opened a link within an article or visited a landing page.
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Contact-oriented CRM
Contact-oriented CRM applications are those whose goal is precisely to create moments of contact and dialogue with the customer, exploiting the information already available such as their tastes or needs deriving from previous purchases, but also occasions such as his birthday.
A CRM solution of this type also favors the collection of further information on the customer, in order to be able to increasingly enrich the pool of data useful for nourishing relationships with him and having always updated information.
Conversation-oriented CRM
A conversation-oriented CRM ERP software focuses on the tools normally used to communicate with customers, such as the mailbox and telephone calls, but also social networks. The CRM system is able to maintain the organization of all the conversations held by the company with each customer, within the customer's profile. It will therefore be much easier to trace the history of all the activities carried out by the people in the team and make sure that each person is able to access always updated information.