Whilst ERP systems handle business operations, CRM or Customer Relationship Management is about enhancing relationships. It’s a system that oversees all interactions between your company and current and potential customers. The main objective? To foster better relationships and drive business growth. The following is what you need to know.

What CRM Does

CRM software, such as Dynamics 365 Sales and Customer Insights, helps you monitor every interaction with prospects and customers, including sales calls, customer service interactions, marketing emails, and more. It combines customer and company data from various sources, creating a comprehensive view across marketing, sales, and customer service departments. Some CRM tools even use artificial intelligence to enhance relationship management throughout the entire customer lifecycle.

Value of CRM

Predictive insight and data-driven buyer behaviour help you learn how to identify, target, and attract suitable leads and turn them into customers. With a complete view of the customer, every sales team member will know a customer’s history, purchasing patterns, and any specific data that will help your team provide the most attentive service to each customer. Knowing where a customer is in your overall sales lifecycle enables you to target campaigns and opportunities for the highest engagement, and improved visibility and streamlined processes help increase productivity, allowing your team to focus on what matters most.

Curious to learn more? Keep an eye out for similar posts in our “Back to Basics” series, coming to our website!