Customer relationship management (CRM) is a strategy for managing a company’s interactions with (potential) customers. It involves using technology to organize, automate, and synchronize business processes. The following departments usually make the biggest use of CRM software: sales, marketing, customer service, and technical support.
Goals in CRM
CRM is often implemented with goals to reduce costs and increase profitability. By managing the customer interactions and with that the customer relationship. The company aims to win new clients and solidify customer satisfaction, loyalty, and advocacy. A company can choose as to how far and how quickly they want to implement CRM software and strategy. A word to the wise though, often these are long processes and they are not always successful.
CRM data for decisions
‘True’ CRM brings together information from all data sources within an organization (and sometimes from outside the organization) to give one, holistic view of each customer in real time. A complete picture of all customer data is also called a 360 degree customer view. This allows customer facing employees to make quick and informed decisions on cross-selling and up-selling opportunities, target marketing strategies and competitive positioning tactics.
CRM systems and Email Service Providers
Email marketing is dependent on customer data (email addresses, profiles, behavioral data) and one of the primary channels of communication for many companies. Both in individual messaging as in broadcast email marketing campaigns. So it is no surprise that your Email Service Provider will need to incorporate the email channel in CRM strategy.
CRM requirements for Emailtools
Whichever path a company chooses in their CRM strategy, usually email marketing plays a (big) part. Therefore it is very important to assess the CRM requirements and future needs when choosing an email marketing vendor or writing a Request for Proposal. There are different ways to handle the relation between CRM systems and emailtools. Some companies use a CRM systems’ built-in email functionality, others use APIs to use the functions of email marketing tools and yet others only synchronize data between systems.
Many CRM vendors now offer their software as a service (SaaS) and web-based (cloud computing). Just like many email tools. The system can be accessed via an internet connection and displayed in a webbrowser.