Customer relationship management (CRM) is a system for managing all of your company’s interactions with current and potential customers. The goal is simple: improve relationships to grow your business. CRM technology helps companies stay connected to customers, streamline processes, and improve profitability.

When people talk about CRM, they’re usually referring to a CRM system: software that helps track each interaction you have with a prospect or customer. That can include sales calls, customer service interactions, marketing emails, and more.

  • A single source of truth

    Customer relationship management software can give you a clear, unified customer profile — a single, simple, secure, and customizable dashboard with a customer’s purchase history, order status, outstanding customer service issues, and more. This information can be invaluable, especially since 70% of customers expect every representative they contact to know their purchase and issue history.

  • Cost savings

    Having a single source of truth doesn’t just benefit customers. It keeps companies organized and focused on revenue-driving activities. Sales teams generate a flood of data while talking to prospects, meeting customers, and collecting valuable information.

    A CRM means less administrative work… and more time to focus on driving sales.

  • Connecting all your teams

    A CRM brings your teams together, sharing information that makes everyone’s job easier.

    For example, marketers can use CRM tools to manage campaigns and lead customer journeys with a data-driven approach. CRM software provides visibility into every opportunity or lead, showing you a clear path from inquiries to sales. Then, commerce teams can serve up personalized offers on your website, while customer service already knows a customer’s history if they reach out with questions.

  •  Connect your business silos

    The ability to easily share data across your teams is a huge benefit to both your customers and your business. A CRM provides everyone at your company with a simple, customizable user interface with real-time updates they can use to serve customers. So when a customer calls in with a question, the service agent can see their entire history, past marketing offers, and previous purchases.

  • Increase your customer lifetime value

    By understanding your customers better, cross-selling and upselling opportunities become clear — giving you the chance to win new business from your existing accounts and to build lasting, more profitable relationships. With more visibility, you can keep your customers happy with better service. Happy customers become repeat customers, and repeat customers spend more.

  • Offer better customer support

    Today’s customers expect fast, personalized support at any time of day or night. A CRM system can help you provide the high-quality service that customers are looking for. Your agents can quickly access a customer’s record of all past interactions so they can provide quick, informed answers and service.


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