What is a CRM? Why use a CRM for management?
What is a CRM?
A CRM software (short for “Costumer Relationship Management”) is used to manage a company’s relationships through a set of tools for compiling, processing and analysing information from customers, suppliers or employees.
The main role of a CRM is to ensure the management of contacts, the follow-up of exchanges with these various contacts as well as the follow-up of customers’ activities.
Why a CRM?
In order to run its business, it is essential for the company to know the information of its customers, suppliers, employees and other relationships. It must be able to keep track of ongoing files and projects, manage customer requests or complaints, manage the schedules and absences of these employees, and more.
A CRM simplifies the monitoring of different relationships by retrieving and pooling all the information related to these relationships and the various exchanges. In addition, it also allows the automatic sending of e-mails or SMS to communicate with customers and other contacts.
CRM software allows you to better understand the needs and interests of your customers in order to increase their satisfaction.
CRM vs ERP
The distinction between CRM and ERP is mainly in the information that the software analyses. A CRM, as mentioned above, deals with information flows related to various company relationships, such as contacts, e-mail communications, scheduled appointments, service requests, etc. An ERP concerns the financial flows of the company, everything related to transactions, invoicing, accounting, etc.
CRM vs CMS
While the CRM manages the flow of information related to the company’s relationships, such as contacts and various exchanges, the CMS manages the creation and dynamic updating of content, whether it be websites, statistics, dashboards or documentation.
Related article (available only in french)
MCA Time. (Online). 2022. ERP, CRM, CMS, software grouping… what is it? Available: https://mcatime.com/erp-crm-cms-regroupement-software-quest-ce-que-cest/
To summarize
CRM (Customer Relationship Management) is essential software for managing a company’s relationships with its customers, suppliers and employees.
It offers a set of tools for collecting, processing and analyzing information on these relationships, while facilitating the monitoring of interactions and associated activities.
A CRM enables better management of contacts, communication with customers, complaint management, and provides an overview of customer needs and preferences, helping to improve customer satisfaction.
Compared with ERPs, which focus on financial flows, and CMSs, which focus on content management, a CRM focuses on relationships and interactions within the company.
It is an indispensable tool for all companies wishing to optimize their stakeholder relations management and develop a customer-centric approach.
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