Glossary What is Customer Relationship Management (CRM)?
By null / 1 Jan 2023 / Topics: Customer experience Digital transformation
By null / 1 Jan 2023 / Topics: Customer experience Digital transformation
Customer Relationship Management (CRM) involves the strategies, practices and technology platforms to analyze and guide customers through the sales pipeline and funnel. By tracking customer interactions, a business or organization can analyze data to manage customer and potential customer interactions and relationships.
A digital CRM platform is a critical component of CRM. Business specialists use these tools to manage each stage of the sales pipeline and host important client data. These tools are also able to automate various stages of the sales process, guiding buyer interactions from the awareness stage to the decision stage and ultimately driving business goals forward.
A CRM platform also integrates with various sales and marketing tools — such as digital advertising tools that manage emails and paid media. Combined with an organization’s marketing tools, a CRM platform can support many parts of the sales pipeline, including:
Many businesses have adopted a CRM platform over the years to help support their sales processes. But as time moves on and capabilities and business priorities change, adopting a different platform has become necessary. This can be complicated due to the need to migrate massive amounts of data and train employees on a new tool — all without disrupting day-to-day business processes.
A Solutions Integrator is primed to help businesses effectively adopt a CRM platform by helping the organization find the right CRM, manage the migration, adopt any necessary data center or cloud platforms, and support organizational change management.