In CRM (customer relationship management), CRM software is a category of software that covers a broad set of applications designed to help businesses manage many of the following business processes:
- customer data
- customer interaction
- access business information
- automate sales
- track leads
- contracts
- marketing
- customer support
- clients and contacts
- support vendor / partner relationships
- employees
- knowledge and training
- assets or resources
While CRM software is used to manage a business-customer relationship, CRM software systems are also used in the same way to manage business contacts, employees, clients, contract wins and sales leads.
In the past CRM software has been used at the enterprise level, however many products scale and can be used in a business of any size. There is every reason a business should KNOW its customers.
CRM software is designed to help businesses meet the overall goals of customer relationship management. Today’s CRM software is highly scalable and customizable, allowing businesses to:
- gain actionable customer insights with a back-end analytical engine.
- view business opportunities with predictive analytics.
- streamline operations.
- personalize customer service based on the customer’s known history and prior interactions with your business.