What is CRM?

The simplest, broadest definition can be found in the name: CRM is a comprehensive way to manage the relationship with your customers — including potential customers — for long-lasting and mutual benefit. More specifically, modern CRM systems enable you to capture information surrounding customer interactions and integrate it with every customer-related function and data point.

A CRM solution aims to:

• Help an enterprise to enable its marketing department to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.
  
  
• Assist the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)
  
  
• Allow the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.
  
  
• Provide employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.

The Challenge

Good CRM isn't easy. Changing a culture and entrenched ways of business takes top-to-bottom determination. Existing processes must be scrutinized; even sound processes may need to be overhauled to accommodate new CRM information.