Customer relations management (CRM)

Definition

Customer relationship management (CRM) is a strategic approach and technology-enabled process that businesses use to manage interactions and relationships with current and potential customers. 

What is customer relations management?

CRM includes various strategies, practices, and tools designed to improve customer satisfaction, loyalty, and retention, ultimately driving business growth and profitability. Furthermore, CRM systems capture, store, and organise customer data from multiple sources, such as interactions, transactions, demographics, preferences, and behavioural patterns. 

By logging and analysing these interactions, businesses can identify customer needs, preferences, and pain points, enabling more effective communication and relationship-building. Marketers can leverage CRM data to create targeted campaigns, deliver personalised content, and measure the effectiveness of marketing efforts, optimising ROI and customer acquisition.

CRM systems streamline the sales process by automating tasks such as lead management, opportunity tracking, pipeline management, and sales forecasting. By providing sales teams with access to real-time customer data and insights, CRM enhances efficiency, collaboration, and decision-making, leading to improved sales performance and conversion rates.

Additionally, CRM systems offer robust analytics and reporting capabilities, allowing businesses to analyse customer data, track key performance indicators (KPIs), and measure the effectiveness of sales, marketing, and customer service initiatives.

Example of customer relations management

Company XYZ, an e-commerce retailer, uses a CRM system to manage its interactions with customers and improve their overall experience.

1. Customer data collection: When customers visit Company XYZ’s website, they create accounts and provide information. This data is stored in the CRM system.
2. Personalised marketing: Based on the data collected, Company XYZ sends personalised marketing emails to customers, featuring product recommendations.
3. Sales tracking: Company XYZ’s sales team uses the CRM system to track customer inquiries, leads, and sales opportunities. 
4. Feedback collection: Company XYZ regularly collects feedback from customers through surveys and reviews. This feedback is recorded in the CRM system and analysed to identify areas for improvement.

By using CRM effectively, Company XYZ can build stronger relationships with its customers, increase customer satisfaction and loyalty, and drive repeat business and revenue growth.