The new digital scenario has brought many changes and one of the most important for companies has been the relationship with customers. If years ago the link was limited to the purchase of the product, nowadays customer service has reached a great importance, to the point that today the perception of the brand is key to make the final decision.
Customer service begins even before the purchase is made and continues afterwards with after-sales service. It is on this path of conquest and customer loyalty where CRM is of great importance.
What is CRM?
CRM stands for Customer Relationship Management: customer care, sales, marketing to capture leads that turn into consumers…
CRM is much more than a software or a platform to have customer lists. It is an essential tool to know the customers, their consumption habits and, consequently, to respond to their needs, through products and services that add value to them.
CRM should not be confused with ERP. While CRM focuses on storing customer databases, analyzing results and predicting behavior, ERP or Enterprise Resource Planning focuses on the management of business resources, which means an improvement in the internal organization of companies: automation of processes in the areas of accounting, finance, logistics and purchasing. ERP allows companies to have all the information centralized and within reach of all departments, being able to access it from any device and at any time.
Advantages of having a CRM
Until now, companies have had to make do with office programs to keep track of their customers. This process, as simple as it may seem, involves investing a lot of time in the management, including by hand each new customer, as well as the follow-up in the relationship.
The growth of the company is coupled with the need for software that performs automatic tasks to document the entire customer relationship: dates of purchase of products/services; points of contact with the company, dates for loyalty actions (e.g., birthdays); customer segmentation to launch specific marketing campaigns based on specific interests, etc. And, all this data is centralized on a single platform, available to the entire company.
Advantages for company teams
Among the general advantages, it should be noted that CRM is a tool that facilitates the work of teams and therefore motivates them. Data is updated in real time, which is very useful for identifying new sales or loyalty opportunities.
Benefits for customers
We all, as customers, appreciate that companies show an interest in offering us the best experience. The data collected by the system allows the company to offer the product or service at the moment the customer needs it. And the customer, for his part, has a direct and fast way to contact the company.
When is it necessary to implement a CRM
In this case, the size of the company does not matter. Small companies – even if they can store data manually – if they plan to grow, the sooner they start, the better, because it will be quicker and easier to centralize all the data.
Big brands have an urgent need for this software to ensure a good image in the eyes of the customer. And as for the sectors, there is no distinction, it can be implemented in all sectors.
Types of CRM
In short, there are three types of CRM: collaborative, analytical and operational.
Collaborative CRMs focus on communication with the customer, via telephone, email or chat. With this CRM it is possible to interact with the customer through a multichannel communication. It is ideal for call centers, since communication is centralized to reach all departments involved.
Analytical CRMs focus on storing and analyzing data to make the best decisions. The function of these CRMs is to analyze data, to know the behavior of customers and plan commercial actions segmented according to their interests.
Finally, Operational CRMs are the most used by companies. They focus on sales, marketing and customer service. With this CRM the areas involved in marketing, sales and after-sales service share information. Its main objective is to capture contacts that become customers, who are supported throughout their life cycle (loyalty). All this is carried out through process automation.
They are also distinguished according to their location. There is CRM On Premise, which is developed and customized for the company. It is physically located on company servers. In this case, the company is responsible for it.
CRM On Demand is also paid but is hosted in the cloud. In this case, the company pays for the infrastructure and maintenance of the CRM but does not have it physically installed.
Finally, open source cloud CRMs are a hybrid of the two previous ones. In this case, the application is in the cloud but the company can customize it to suit its needs.
Microsoft Dynamics CRM
When it comes to choosing CRM, companies are faced with a dilemma: there are many alternatives on the market. Worldwide, the six leading CRM companies are Microsoft, Pega, Oracle, Salesforce, Adobe and SAP. Along with these big six, other companies have appeared, taking advantage of the niche left by the big ones (companies with fewer economic resources). We are referring to platforms such as Zoho or Hubspot, which are in the cloud, are very intuitive, do not require great knowledge and are more economical, at least in the initial versions.
One of the CRM giants is Microsoft. Within Microsoft Dynamics CRM you can choose between Microsoft Dynamics 365 Sales, Microsoft Dynamics 365 Marketing and Microsoft Dynamics 365 Customer Service. These three solutions are fully integrated with each other and with the company’s ERP, to bring out the full potential of each business.
With Microsoft CRM it is possible to manage customer relationships, boost sales, manage marketing campaigns, and leverage business intelligence to make decisions.
Do you want to implement Microsoft Dynamics CRM in your company?
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