CRM stands for Customer Relationship Management, and if you 're in the digital marketing world you've probably seen it before, but if you haven't, don't worry, read on to find out what it is and how important it is.
what is CRM?
CRM stands for Customer Relationship Management, although it is more common to see it in English as we have presented it before. A CRM is a software that is responsible for managing and analysing the relationships between a company and its customers. This software allows companies to track interactions with customers. This tool collects and organises customer databases, whether they are frequent or potential customers.
In short, we would say that a CRM is a programme that stores customer information in a single database. By having this database organised and available to the different departments that a company has, each area can act and address the user at the right time.
Nowadays, we are in an era where the customer is at the centre of strategies, and thanks to new technologies this task can be simpler.
what is a CRM for?
The main purpose of CRM software is to manage the company's relationship with the customer, whether it is for the database, sending emails or organising appointments with a sales representative, but the ultimate goal is to build customer loyalty.
in digital marketing, this platform will help you:
- automation: Thanks to artificial intelligence, repetitive tasks can be carried out automatically thanks to CRM platforms, for example, sending welcome or promotional emails, the data left bya user when filling in a form, etc.
The main thing is that within the same platform any area of a company can find all the necessary information, which saves time and helps to make better decisions. - get to know your customers better and follow up on them . Thanks to this type of software you contribute to create more personalised strategies, as you acquire information about your customers.
- improve the internal communication of your company. By having all the data in the same platform, you do not need to communicate with each section of your company, they can access the information with just one click. It is possible to manage all interactions with the customer from the same place.
- customer segmentation: thanks to segmentation, you will be able to address the customer in a more personalised way according to their tastes, in order to continue with the purchasing process in a more efficient way.
In short, it is a tool that facilitates the work of your company, as it is a software that integrates all the interactions that occur between your company and your customers into a single database. At the same time, it enriches the relationship between the customer and their experience with your brand.
CRM serves to optimise the workflows of all departments in your business, facilitating communication.
why is it important to have a CRM?
When a company decides to use this technology, it is because they are looking to differentiate themselves from their competitors and improve in order to compete in the market. They use the information provided by their customers to learn and get to know them better, with the aim of providing them with a better service.
If you follow the Inbound Marketing methodology, the customer is at the centre of the strategy, leaving behind the traditional marketing where everything revolved around the product. A CRM is more than a database, because thanks to this tool your team can consult, draw conclusions, make decisions, without the need to have different platforms for each area.
Therefore we can say that its main advantages are:
- to have shared access to customer information for all employees. Your team will have access to the database, so they can incorporate new information and it will be constantly updated .
- increased customer knowledge: As new information is added by the different departments, more customer knowledge is acquired, which will help to improve future campaigns and strategies .
- time saving: Greater efficiency in the management of customer data, as well as not wasting time with communications between different areas of the company.
- minimise errors: CRMs show the information that the person needs to continue with the process, avoiding showing unnecessary information, offering inadequate products, etc., because the database will be updated and segmented.
In conclusion, as you have read throughout this post there are enough reasons to implement a CRM in your company, because this tool not only manages the relationship with customers, creates a database from the information they give you, it also helps you to organise tasks, gives you specialised reports and unites all your contacts in the same place.
A CRM will bring you benefits not only in the area of marketing, but also in sales and customer service, giving you a competitive advantage in the market and long-term profitability.
If you don't know any CRM platform, we leave you with Hubspot 's CRM platform so you can take a look at it and see for yourself all the services it offers.
we hope you enjoyed reading this article and that you will integrate this tool into your company!
