What is CRM? A Beginner’s Guide to CRM

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NEGOSENTRO.COM | What is CRM? A Beginner’s Guide to CRM  | CRM stands for Customer Relations Management. It is a term used to refer to a wide range of technological tools used in the management of interactions with existing customers as well as potential customers. 

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CRM systems help organizations in their customer management by streamlining processes and improving customer experience. 

Organizations can customize their CRM systems so that they cater to specific customer needs at different times. However, regardless of how a CRM system is built, some guidelines remain standard. To some extent, therefore, all CRM systems follow a given pattern, although they all serve different purposes in their respective organizations. Here is an elaborate guide to understanding CRM.

Information Central            

Any organization that is able to collect, preserve and utilize customer data in a centralized manner finds it easy to have a clear view of its customers. This data is useful in customer analyses in terms of behavior patterns and therefore makes it easy to make decisions based on this information.

At the same time, CRM systems make it easier to interact with customers on several platforms and through different mediums. It could be the phone, email, social media, SMS, live chats and so on. 

CRM strategy

Customer relations management takes a variety of approaches depending on what you want to achieve. CRM systems can be narrowed to the following four main fields of business:

  • Conversation CRM
  • Leads and Deals CRM
  • Contact CRM
  • Marketing CRM

 Conversation CRM:

This kind of customer relationship management system allows easy flow of communication between customers and organizations.

Leads and Deals CRM

This is the kind CRM system that allows you to track potential customers and serve existing clients better. This CRM helps you to create a step-by-step follow up of a deal when pushing products and services. It is like a project management app that outlines actions taken at every step.

Contact CRM

Contact CRM allows a human touch to interactions between customers and organizations. When you put in place systems that help you to remember birthdays, anniversaries and other important events in normal life of your customers, contact CRM systems helps.

Marketing CRM

When you have your marketing strategies centralized for marketing purposes, you put your CRM strategies in place to help so that workflows almost in an automated manner.

A CRM system aims to deliver value to customers flawlessly and in a cost-effective way. The CRM system, therefore, has to be good for the customer, for the employee and the organization.

Each organization can follow its own path to a successful CRM system. For beginners at any level, low, medium and large organizations, the steps below will help you to create a responsive and comprehensive CRM system.

Identify Goals

Why do you want a CRM system and how do you intend to use it to enhance the business?

One of the best ideas to implement is giving a holistic approach to CRM. This allows you to break what looks like a big goal to smaller elements that can be achieved in smaller milestones. For instance, if your aim is to increases sales, narrow down to the methods and creative ways of making the system work.

Empower Your employees to handle CRM systems

The system will not work if employees don’t come on board. They have to integrate with the system so well that it feels like part of them. They must learn it and own it if it has to deliver results.

Make it Customer-Oriented

Customers have a big role to play in making your CRM approach effective. The best way to bring them on board is enhancing communication, by ensuring customers have an easy back and forth communication channel.

In the end, the success of CRM will be measured against the ease of doing business it delivers to customers. Aspects such as deliveries done on time, quick response to customer query and fast resolution of problems and challenges all play a key role in customer experience delivered by CRM.

Strengthen collaboration among teams

Three departments are key to the successful implementation of your CRM strategy. The sales, marketing, and customer service teams must work hard in hard. Ensure the work of each team compliments the other.

Besides, someone has to bear overall responsibility for the system. This is why teams have to work together to deliver results.

Evaluate the system regularly.

No matter how good a system is, it needs constant evaluation. This helps you to identify loopholes and areas of special attention. In addition, evaluation allows you to improve on the system as different needs arise over time.


Every organization can chat its own route to successful CRM strategies. This is informed by the specific needs of the organization. One thing that is clear though is that every organization in spite of size or volume needs a well-calculated CRM system.

Customer relations management needs an articulate approach 

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