What is CRM?

What Does CRM Mean

CRM is an acronym in the English language that refers to the expression customer relationship management (which can be translated as " customer relationship management " ). This concept can refer to a management model that is geared towards customer satisfaction or a software that is used to manage relationships with them.

As a management model, CRM appeals to the intelligent use of information to strengthen the relationship with customers and thus generate more value for the company. The CRM, in this framework, tries to recover the personalized attention of each individual to offer them the service they need.

Also called CRM is the computer program that has various tools to manage customer relationships. This type of software has multiple modules that allow the user to develop and monitor marketing campaigns, record all communications with customers and automate sales, to name a few options.
Using CRM software, for example, a salesperson can develop an email campaign with the aim of selling a new service to his company's customers. In the system, it records all the responses that the recipients of the message give it. To those who show interest, contact them again, now by telephone, and again register the content of the communications in the CRM program. The seller can even create alerts so that, a few days later, the software reminds you to contact certain customers again to find out if they have any decision on hiring the service.
It is important to highlight that through the use of computer systems of this type, it is possible to collect data from a large number of communication channels, including Internet sites, email, instant messaging applications, telephone, social networks (more specifically, the accounts that the company has in them) and marketing materials.
Thanks to this versatility, CRM systems allow companies to better understand the needs of their customers and the portion of the population that they target with their products and services. All the data received by this means go through various analysis processes that make them invaluable information to improve and set new goals.
Since CRM systems automate much of the relationship between companies and customers, there is a risk that a certain part of the consumer audience will be displaced because they are part of a minority. Computer science is based on a constant binary crossroads, where things can only be "right" or "wrong", but this does not prevent the creation of intelligent programs that explore the huge range of gray that exists between both extremes; For this reason, the constant intervention of human personnel is necessary to avoid too severe decisions.

Experts recommend that CRM software be merged with the rest of the company structure, as one of its fundamental parts, in order to adequately address the sales life cycle , which includes not only the moment of the transaction in itself but also various instances that take place later.
A good use of CRM to manage business can open the doors to a closer relationship with customers that results in a competitive advantage, ideal for development and long-term profitability. Since without clients the existence of a product or service company does not make sense, knowing them better is also understanding the fundamentals themselves more thoroughly.

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