What is CRM?
Manage, track, and store information related to potential customers using a centralized, data-driven software solution.
What does a CRM do?
Not too long ago, companies tracked customer-related data with spreadsheets, email, address books, and other siloed, often paper-based CRM solutions. A lack of integration and automation prevented people within and across teams from quickly finding and sharing up-to-date information, slowing their ability to create marketing campaigns, pursue new sales leads, and service customers.
Fast forward to today. CRM systems automatically collect a wealth of information about existing and prospective customers. This data includes email addresses, phone numbers, company websites, social media posts, purchase histories, and service and support tickets. The system next integrates the data and generates consolidated profiles to be shared with appropriate teams.
CRM systems also connect with other business tools, including online chat and document sharing apps. In addition, they have built-in business intelligence and artificial intelligence (AI) capabilities that accelerate administrative tasks and provide actionable insights.
In other words, modern CRM tools give sales, marketing, commerce, field service, and customer service teams immediate visibility into—and access to—everything crucial to developing, improving, and retaining customer relationships.
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