5 Reasons to Consider When Deciding on a Customer Relationship Management App

Exceptional customer service is about being aware of customer requirements and reacting to them effectively. Customer Relationship Management (CRM) helps companies to understand, anticipate, predict, and respond to their customers' needs in a consistent and organized way. A CRM system as a tool helps to deliver more to and get more from the customer. This will lead to a boost in business.


CRM systems help companies streamline the process of taking care of customers. These packages and services are advantageous to everyone from customer retention departments to the entire organization. To receive the maximum benefit of any CRM system, a business must educate its employees and personnel to deliver and exhibit a brilliant customer service outlook when conversing with customers.

While the technical know-how surrounding customer relationship management may have changed, the aim of making a sale and retaining a customer has not. At its core, CRM is all about integrating marketing efforts with business processes to be able to identify, approach, and manage valuable customer relationships.  It’s about knowing, considering, and understanding the customers’ buying behavior and preferences so that one can place products efficiently at the point of sale and provide them after sales service when the sales transaction is complete.

CRM is all about making the customers satisfied. CRM applications help effectively to integrate sales, marketing, and customer support activities to maximize business interactions and improve customer relations. CRM systems have been in the spotlight for a long time but many sales and marketing teams have been slow to adopt them.

Following are the five major benefits to consider while deciding on a CRM app.

Improved Customer Experience
Today’s customers look for a customized, streamlined, and modernized experience from beginning to end. Delivery of a high-quality, customized experience is essential to the customer service component of CRM.

They want the customers to know who they are and to have the information they need without transferring the call or keeping them waiting. A customer relationship management system will enable the users to quickly recognize the customers, address their preliminary needs, and subsequently recommend additional or supplementary products or services that suit their profile.  It gives the sales personnel the skills to recognize who they’re dealing with from the very beginning making them more proficient and more productive. Customers enjoy excellent customer service with fewer hassles.

A CRM system enhances the customer service experience. Many CRM systems have a comprehensive note-taking and contact system that allows sales and marketing professionals and others to trace when and why a customer was contacted. Having this valuable information in place prevents the user from making repeated telephone calls, sending out repeat notices and alerts, and asking repeat questions which may only irritate or frustrate the customer. Also, customer call centers have been equipped with new software applications that give them a 360-degree view of the customer and a more organized approach to service issue resolution and sales. A CRM system also records and tracks the date of customer contact and many allow a reminder to be set for the next follow-up with the customer. Connecting with customers at the appropriate times makes the company appear professional, organized, structured, and concerned about maintaining the customer relationship. Increasing the customer service experience may lead to repeat purchases and more loyal customers.

Focused Marketing Efforts
Marketing is generally in charge of CRM for an organization. Focused marketing is one of the most evident benefits of CRM.

CRM solutions provide the user with a complete scenario of the sales pipeline. It displays the list of new prospects as well as existing customers. A company can identify and target individuals with the greatest potential for future sales. CRM reduces the amount of efforts put in by the sales personnel to build one to one interaction and relationships.  It also uses the mass marketing approach. CRM allows for the focusing and fine-tuning of the marketing efforts to make those efforts more productive.


Various marketing techniques like promotions and campaigns, mass mailing, sales and marketing forecasts, market segmentation, cold calling, and following-up with the leads are implemented using the CRM application. With the data available in the system a contact database is created with the help of which the customers are targeted and approached. With captured data from customer profiles and transactions, marketers are able to better recognize target markets, grade customers, and tailor advertising and promotional campaigns to individuals. This improves the marketing response rate and reduces inefficiencies.

Implementing a CRM system gives the enterprise the chance to improve and simplify the marketing system. For instance, a CRM system tracks customer purchases. Having the knowledge about what products and services the customer buys allows the sales team to up sell and cross sell the products that complements what the customer already has by suggesting the items highlighted or auto-suggested by the CRM system. Data in the CRM system also can help determine which customers are profitable and which are not. A company uses this information when implementing marketing strategies by concentrating more on the profitable customers and less on the less profitable ones simplifying marketing tactics and increasing sales.

Faster Lead Generation
Lead generation refers to the capturing and understanding the consumers’ interest towards products or services. This will generate a lead for the enterprise and these sales leads are gathered through various sources like campaigns, promotions, exhibitions, referrals, cold calls, and branding.

Lead generation is an indispensable function for any business that wants to grow and flourish. With lead generation functionality in the CRM application, it proves to be one prominent tool that will efficiently and effectively help the business owners and managers to uncover and secure all their varying sales prospects.

A good CRM solution can help immensely with lead generation. For instance, many CRM softwares can integrate with websites and social media campaigns and promotions sending leads from these sources directly to the appropriate salesperson. That means the sales people are spending less time on cold calling and more time working warm leads, which tend to be far more productive.

The CRM application provides the necessary tools and techniques for acquiring and tracking leads through the entire life cycle. By reviewing each salesperson's activities, it can keep lead lists up to date preventing five different salespeople calling the same lead.

Better Coordination and Cooperation
A CRM solution captures and organizes information from existing and potential customers in an integrated system. All employees gain a bird’s eye view of prospects and customers allowing them to better cooperate and coordinate activities.

When sales, marketing, and customer service share a common CRM platform they are able to easily communicate with one another rather than being alienated by systems functionality and features or access to key information. Departments throughout the organization are able to function more cohesively as a single unit with knowledge of their goals and how to attain them.

A customer relationship management system can handle day-to-day administrative tasks giving the sales team the chance to get back to selling.

Automated Analytics and Reporting
Whether the enterprise is large or small the probability is that one doesn’t have time to record, track, and analyze the buying behavior of every customer. CRM analytics and reporting tools help in getting instant access to the sales, services, and marketing performance.

A CRM’s centralized information warehouse gives the essential analytic and reporting tools that would be tough to replicate in stand-alone systems. It is important to manage the customer experience from the outside in. With big data analytics in the spotlight it will be productive when merged with CRM analytics because it helps in understanding customers better by integrating all customer data points to group customers according to their behaviors. It helps in benchmarking by allowing the company to track over time how well it’s performing related to a strategy or competitors.


There are also many other reasons to consider while deciding on a CRM solution like:

  • A CRM application automates most of the functionality normally done by sales personnel, thus saving time.
  • The system looks professional having everything in place and data in hand when required.
  • It is a great administrative support by scheduling appointments, keeping records up-to-date, and tracking.

All these factors put together makes the CRM automation flexible and convenient.

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