CRM (Customer Relationship Management)

CRM stands for “customer relationship management.”

It encompasses all the tools and systems needed to optimize the quality of customer relations, with the aim of building customer loyalty while increasing margins and sales.

CRM covers a wide range of techniques, from customer data collection and analysis to support and marketing operations.

To help improve the quality of customer relations, a CRM system will use all kinds of channels, including digital tools. It’s mainly used in B2B but is also present in B2C.

CRM software has several functions, enabling you to do the following:

• improve sales performance,
• know your customer typology accurately,
• organize and deploy your sales force,
• save time in winning new customers,
• increase margins per customer,
• establish more appropriate communications,
• improve revenue, and
• build customer loyalty.

In simple terms, CRM software is used to identify and assess the essential needs of a commercial enterprise, with the ultimate aim of modifying work organization and better managing relations between employees, the company and customers. One of the most popular is HubSpot. This SaaS software is used by many retailers.

Naturally, CRM tools have a considerable impact on business organization, whether in terms of sales, marketing processes, technical support, or customer service.

They give sales reps a 360° view of their customers, and provide a valuable database for perfect sales follow-up.

In terms of marketing, they’re indispensable for planning relevant campaigns while measuring their effectiveness.

On the support side, CRM systems list technical incidents and enable interventions to be planned. In this way, they improve the customer experience, the quality of the relationship and customer satisfaction.

Finally, by analyzing sales, CRM systems are highly effective statistical tools.