What is CRM? Definition and examples of tools

CRM definition: what exactlyis behind this acronym for customer relationship management?

CRM places the customer at the heart of a company's development strategy, with a clear mission: to convert prospects into customers, and then build their loyalty.

In an increasingly competitive environment, CRM ( customer relationship management) software is becoming a crucial and essential step for any company wishing to grow, whatever its size.

So what is CRM? What CRM tools are available, and how do you use them? All the answers in this article!

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CRM: definition

CRM (customer relationship management) refers to all the techniques and tools used to collect, process and exploit information from prospects and customers, in order to optimize customer relations, loyalty and , ultimately, sales.

Today, the term CRM (customer relationship management) is more commonly used.

CRM tools

There are many CRM tools available to support and optimize customer relations.

Here are a few of the most widely used:

• targeting,
• contact management (customer, prospect and partner management),
• customer profile identification and scoring,
• audience segmentation,
• quote creation,
• creation of sales offers,
• customer appointment management,
• generation of canvassing lists,
• dashboard monitoring,
• after-sales tickets,
• satisfaction surveys,
• exchange and order history, etc.

💡 All these tools are generally integrated or linked to GRC (or CRM) software. This means they can be used by all departments and processes, and that's exactly what makes them so powerful!

What is CRM software?

CRM software is an information system connected to CRM applications and tools, designed to facilitate and optimize the management of customer relations and sales prospecting, in an intelligent and collaborative way.

It centralizes and updates all types of prospect information in a centralized database, in order to :

• get to know and understand them better
• respond quickly to their needs and expectations
• personalize sales offers,
• offer them a seamless, high-quality experience,
• convince them more easily to become customers,
• build customer loyalty,
• maintain a competitive edge in the marketplace.

What is a CRM in a company?

Generally speaking, there are three departments in a company that regularly use a CRM to carry out their missions:

• the marketing department,
• the sales department
• and the customer service department.

However, you shouldn't limit its use to certain departments, as CRM can be useful to everyteam and employee in the company.

Customer relationship management objectives

Centralize information on a single tool

Your company's various departments can work together more effectively, in a seamless way, using a single CRM software package.

Information is :

• better transmitted,
• unique,
• well stored,
• automatically updated
• and accessible to anyone, anywhere.

Generate more opportunities and optimize sales prospecting

CRM tools enable you to automate sales prospecting actions, and even personalize them. Thanks to the data in your prospect files, you can segment them and set up personalized email campaign scenarios.

This frees up your time for higher value-added tasks, such as :

• getting to know your customers,
• meet them,
• then convince them with the information you have at your disposal.

Manage your business

You have the opportunity to adopt agile management of your business with CRM software.

You'll find the entire administrative cycle relating to a customer in one place, from sending a quotation to receiving payment, via purchase orders and invoices. This improves your project management, and your customer relations.

Monitor and boost performance

With a CRM solution, you can visualize your results in a dashboard.

This means you can immediately pinpoint the actions that have helped your sales, and the areas for improvement, to optimize your results and performance.

Building customer loyalty

A loyal customer is a satisfied customer. So you're likely to keep them if you :

• target their expectations,
• offer personalized service
• and respond to their questions and objections.

Bear in mind that building customer loyalty costs 5 times less than winning over new ones.

How to use CRM software in 4 steps

In order to better manage customer relations with a view to profitability and productivity, it is essential to define, step by step :

• the company's objective ,
• the functions responsible for achieving this objective,
• the CRM software functionalities that will enable managers to achieve their mission.

The table below details the stages of Customer Relationship Management in CRM software:

Examples of the best CRMs for your customer relations

Today's CRM market is marked by the rise of SaaS software (Software as a Service), also known as e-crm, which can be used online via a simple Internet connection.

But with so many different players on the market, it's not always easy to make the right choice of CRM software for your company, especially depending on its size and needs.

Sellsy CRM, for example, offers a wide range of à la carte modules to suit all types of organization up to 250 employees.

SOeMAN, on the other hand, has all the tools needed to meet the needs of small and medium-sized businesses with up to 50 employees.

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CRM software: indispensable in the omnichannel era

As you've already guessed, CRM software is essential if you want to remain competitive.

This is especially true in the omnichannel era, where customer contact points are multiplying on the web and social networks. While this represents tremendous opportunities to interact with them, it's also quite a challenge, almost impossible to meet without the right CRM software.

Are you ready? Ready to equip yourself?