CRM software helps businesses manage customer relations, streamline sales, marketing, and support processes. It offers a unified platform for all aspects of customer relations, focusing on acquisition, value, and retention. The software is modular and available through a “software as a service” platform, but its modular nature can lead to decentralization of data and low adoption rates among workers.
CRM stands for customer relationship management. A CRM software product is computer software specifically designed to help businesses deal with their customers. This software will streamline your sales, marketing, technical support, and other essential business processes. A CRM software product will often feature a “software as a service” model, allowing users to purchase only the portions they need. These software packages have faced an uphill battle as businesses struggle to adopt and implement them.
The idea behind a CRM software product is unification. These software packages offer a single platform with recognizable interfaces, commands and menus for all aspects of customer relations. This allows workers to move from one program area to another with minimal training. Additionally, information stored in the system is available through the platform, allowing departments to access information collected in other areas.
A CRM software product focuses on three stages of interest; acquire, value and conserve. In the acquisition phase, the software is used as a sales and marketing tool. These software packages allow businesses to create a multi-channel approach to advertising and sales while maintaining a single brand identity. This stage also includes direct marketing approaches by phone or email as well as follow-up links.
The improvement phase of a CRM software product is the primary phase related to factors external to the company. This phase regulates store information along with Internet and telephone sales. This phase also contains the after-sales customer service and technical support.
The last stage, retaining, is about non-sales links to customers after a sale. This phase involves setting up customer loyalty programs and product usage questionnaires. This stage also works with existing sales intelligence to find potential candidates for direct marketing strategies.
In many cases, a CRM software product is modular. A company only has to buy the portions that interest it. For example, if the business doesn’t need any of the capture software modules, it doesn’t need to purchase them. In addition to their modular nature, many of these software packages are available through a “software as a service” platform. This allows companies to access very specific software through a web interface and pay through a monthly subscription.
The modular nature of a CRM software product is also a weakness. Individual areas of a company may use different packages, eliminating the benefit of interconnection. Also, when a required module is missing, instead of getting the software, workers often resort to older packages they are more familiar with. This begins to decentralize data and leads to a low adoption rate among workers.
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