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Introduction of a CRM

Explanation of the benefits, functions and points for the introduction of a CRM (customer relationship management) system. In addition, since past history and scheduling are also displayed, it avoids customization and allows for a smooth handover.

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Introduction of a CRM

Many companies are introducing CRM (customer relationship management) systems in recent years, where there is a need to improve customer relationships and strengthen security.

While it allows centralized management and data analysis that cannot be done with Excel, it also carries the risk of not increasing productivity and profits if used incorrectly.

Therefore, in this article, we will present the basic functions of the CRM system, the benefits of implementing it and the points you should take into account to avoid failures.

What is a CRM (Customer Relationship Management) system?

CRM is an abbreviation for "Customer Relationship Management", which means "customer relationship management" in Japanese.

A CRM system is literally a system that centrally manages all kinds of customer and company information and, based on this, maintains and improves customer relationships.

This concept and management method was born in the United States in the 1990s and has become widely known in Japan since 2000.

Currently, due to the expansion of the Internet and business diversification, the size of the market is expanding steadily and is expected to grow to 225 billion yen in five years to 2024.

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Advantages of CRM (Customer Relationship Management) Systems

The demand for CRM systems is increasing year after year, but what are the advantages of introducing them into companies? Here are some of the key benefits you should consider before implementing a CRM.

The information entered is immediately reflected in the activity history and order management, and it is also possible to extract the data required for analysis and output graphs.

In addition, the CRM system comes standard with a function that allows you to check the analysis results in a report. The analysis report can be used as a reference for future measures and appropriate approaches.

Information visualization

The first major advantage is that you can centrally manage, visualize and share various information with relevant parties.

In the conventional method of managing customer information, where each manager manages it, it has become second nature that it is scattered in handwritten notes and personal mementos, and is up to each individual.

However, if you introduce a CRM system, information such as personal customer information and response history will be aggregated in one place, so that anyone can check it instantly.

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Viewing even the smallest details can be expected to be effective in terms of greatly improving work efficiency, strengthening cooperation between related parties and departments, and strengthening marketing measures.

Accelerate activity

By introducing a CRM system, it will be possible to easily view the exchange of information between departments, which has been done so far by e-mail and business chat functions.

As a result, it will be possible to accelerate sales and marketing activities, such as shortening work time, such as entering and confirming information, and improving the speed of the PDCA cycle.

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Accelerating the strategy will allow us to perform a detailed analysis of what the customer wants and implement measures to meet their needs in real time, which will also enable us to provide higher quality services.

Examples of CRM System Functions

Customer relationship management (CRM) systems are equipped with various functions, but they can be broadly classified into three categories: "customer information management and analysis", "customer outreach and support" and "sales support".

Here, we will present the characteristics of each function in order. Functions for managing and analyzing customer information. The most basic function of a CRM system is the ability to centrally manage customer profiles and purchase histories.

Customer information management includes basic information such as name, age/gender, phone number, address and email address, purchase history such as date/frequency of purchase, support center inquiry history, and company name and person in charge of BtoB. is a wide range of department names.

Customer approach and support functions

Next, essential functions for promotional approaches such as sending magazines and coupons by e-mail.

You can create a list of your customers and prospects and send email newsletters, direct mail, coupons and vouchers to the best targets.

In addition, the customer care function that manages the history and content of inquiries is one of the most important functions to improve the quality of services.

If you can respond quickly to aftercare after purchasing products or providing services, it will lead to higher customer satisfaction and the acquisition of repeat customers.

Functions that support sales activities.

The CRM system also has a function that allows you to visualize the progress of sales activities from the start of business negotiations to the closing of contracts.

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By visualizing the process, it will be possible to determine the best time for sales visits and meetings, without worrying about stressing the customer.

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