What Is a CRM?

March 05, 2019 / By Bruce McDuffee

Are you looking for better ways to improve communication with your customers and potential customers? The success of any business or organization relates to its ability to properly organize and communicate with those who utilize its goods and/or services. Customer relations management (CRM) is the label used for these operations. However, the term CRM applies more specifically to technological systems that handle these operations. A look at CRM's functions and benefits can help you decide if a CRM system is right for your organization.
Functions of CRM
Communicating with individuals, converting sales and building stronger relationships within your organization are all elements of CRM. Each of these is an integral element in how CRM systems function.

  • Communicating with Individuals
    A primary function of CRM systems is to organize various relationships between suppliers, colleagues, sales and marketing teams, and potential and current customers. This communication is a necessary part of understanding and communicating, which products and services are available, as well as how best to market and ship products and services to the customers who use them. It also helps with targeting customer needs.
  • Converting Sales
    A CRM provides information to marketing and sales personnel to help them convert visitors into customers. This function of CRM systems includes qualifying potential customers for targeted advertising through database segmentation and provides the necessary knowledge and informational materials for producing qualified buying decisions.
  • Building Stronger Relationships
    Another function of CRM systems is the facilitation of ongoing relationships within all areas of an organization's operations. Continued tracking of various goals, changes, improvements, and levels of need are all a part of building stronger relationships between suppliers, sales associates, customer care specialists, and customers.
Benefits of CRM
The various functions of CRM systems help to improve the flow of information and its accessibility throughout an organization, which provides many advantages. Here are four main benefits that are a result of using CRM systems.

  • Targeted Marketing
    CRM helps an organization to target specific segments of the population, which those best served by the products and services it provides. Target marketing helps draw pre-qualified individuals to an organization's products and services. This type of marketing works to attract potential customers and for bringing current customers into using additional goods and services the organization provides.
  • Higher Conversion Rates
    Because of targeted marketing and the pre-qualification of potential buyers, CMR systems help an organization to obtain higher conversion rates. These higher conversion rates convert into an increased bottom line as your marketing and sales expenses focus on producing a higher return on investment (ROI).
  • Accurate Revenue Forecasting
    Another benefit of CRM comes in the form of revenue forecasting. With improvements in targeted marketing and higher conversion rates, organizations can construct a more accurate forecast of the revenues they can expect to receive. Greater accuracy in revenue forecasting provides the information necessary for an organization's leaders to make better decisions concerning facilities, equipment, and personnel as well as other revenue-affected commitments.
  • Customer Loyalty
    One of the most significant benefits produced by CRM systems comes from improved relationships with customers. By using this system for customer follow-up and regular communication, organizations can improve the various aspects of their operations to retain customer loyalty. Customer loyalty commonly converts into repeat customers as well as new customer referrals. Both of these positively affect the organization's bottom line.
Is CRM Right for Your Manufacturing Company?
Having looked at the various functions and benefits achieved through CRM, it makes sense to provide your organization with greater control over customer relationship management through a CRM system. CRM systems can improve your bottom line through:

  • Targeted marketing that results in a higher conversion rate.
  • Improved communication with suppliers, marketing and sales, customer care and customers.
  • Development of long-term relationships, which will enhance your performance and result in customer loyalty.
  • Providing more accurate revenue forecasting for making critical facility, equipment, and personnel decisions.
CRM systems could provide the necessary boost your current operations are lacking. If the systematic approach to customer relationship management provided by CRM appeals to you, contact us at MMG for more information on how we can best serve you.
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