CRM software: what it is and how it can help your business grow

SMB businesses that made it to the medium-sized organization need to effectively cope with the increased volume of tasks. With the emergence of new, complicated corporate processes, medium size companies can take advantage of CRM solution to obtain a clear view of all the information and analyze business efficiency. This allows for identifying bottlenecks and, consequently, developing a better strategy to stay competitive and further grow.

Large enterprises assume complex projects with multiple participants, enormous data volume, an immense amount of internal processes, even more documentation and numerous employees. A CRM system can help create effective processes and automate the routine ones; compile lead, customer and employee data in the unified database; align marketing, sales and service teams; conduct deep data analytics; optimize documentation management and more.

Marketing professionals can as well take advantage of CRM software. CRM system provides marketers with effective tools for email marketing, for example with segmentation capabilities, it is possible to more accurately target bulk emails. CRM is able to track visitors on a company’s website, which allows for further improving customer experience by displaying the most relevant content. Event management capabilities will enable to simplify event organization: track deadlines, plan budget, assign responsible employees, etc. CRM software will also help with campaign management, e.g. send trigger emails, evaluate campaign effectiveness, and monitor campaign progress.

CRM system provides the HR department with the ability to store the data on all employees in a single database. In such a way, HR specialists will be able to track employee schedules and monitor activities, as well as keep track of organizational structure. Moreover, it is easy to monitor a complete employee history within the company, which allows for more effective employee retention and motivation activities.

IT department is the one responsible for all the apps business utilizes, their maintenance and seamless operation. Ensuring all the apps are integrated on a single platform (this is a major benefit top CRM systems feature), it is way easier to maintain their smooth performance. What is more, professional systems offer capabilities to effortlessly configure app without or with minimum involvement of IT specialists. This means that system maintenance requires fewer resources as almost everything can be configured with only citizen developer skills.

Marketing professionals can as well take advantage of CRM software. CRM system provides marketers with effective tools for email marketing, for example with segmentation capabilities, it is possible to more accurately target bulk emails. CRM is able to track visitors on a company’s website, which allows for further improving customer experience by displaying the most relevant content. Event management capabilities will enable to simplify event organization: track deadlines, plan budget, assign responsible employees, etc. CRM software will also help with campaign management, e.g. send trigger emails, evaluate campaign effectiveness, and monitor campaign progress.

B2C businesses usually have larger databases of customers and leads than B2B companies. CRM for B2C business allows for quick and effective management of all contacts regardless of the database size, be it 10 or 10B contacts. What is more, CRM systems enable to keep all the data up-to-date, which is extremely important to approach customers with the right message and deliver an outstanding customer service.