Customer relationship encompasses all interactions between a company and its existing or potential customers. The goal of a CRM is to nurture customer relationships by offering the most personal and individual interactions possible.

Mobile devices are growing day by day and already represent the majority of computer systems today. That is why it is becoming imperative to create CRM mobile app that targets this audience.

Benefits of a CRM

The mode of operation of a CRM offers immediate benefits. First, the analytic component can measure and interpret complex facts. A marketing expert who has for a long time developed call centers and has made a decisive contribution to establishing CRM solutions in Germany, believes that effective CRM is a central database for customer management: ” There is no longer any redundant data, the complete history of all customers is available, and the sales actions are transparent, therefore plannable and exploitable. The results of marketing efforts are now computable and encrypted. Above all, it was based on intuition. “

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Here are the key arguments in favor of a CRM strategy, categorized according to the different stages of the purchasing journey:

Awareness Phase

During this first phase of the purchase journey, the customer becomes aware of a problem or a need. Companies can try to challenge it, for example, by posting relevant information or blog posts.

It’s about generating traffic on their website, their social networks, or their blog. CRM plays a secondary role at this stage, but the analysis of previous engagements and concluded transactions could be used retroactively to adapt and optimize the company’s online presence to attract as many prospects as possible.

Also, the implementation of communications management software on social networks is possible. In this way, through a targeted search on social networks, salespeople can actively identify potential leads, challenge them, and address published issues and questions.

Consideration Phase

When potential buyers become aware of problems or needs, they look for a solution and consider alternatives. The goal of the companies is for prospective and promising customers to decide on their offer. For this, prospects must first become leads by entering into a relationship with a company, then receive regular information. This is the case, for example, when visitors to the website of a company offering a solution to their problems or meeting their needs sign up to receive their newsletter.

The automation of this process is the decisive advantage of the CRM system. After subscribing to a newsletter, it allows you to send a welcome e-mail inviting the visitor to confirm his e-mail address. It is also useful for regular newsletters or exclusive offers, as companies can substantially reduce their costs. Besides, the possibility of detailed analysis of the data often makes it possible to economize partially, or even wholly, a vast and expensive market study. Do visitors rather watch explanation videos or listen to podcasts? What are the most popular themes? A CRM makes it possible to quickly answer these questions and similar questions thanks to the data of the users.

Decision Phase

The actual purchase decision is made after the leads have compared all the information. CRM is particularly relevant here. The interactions of points and their behavioral patterns are captured in the CRM; it is straightforward to identify particularly qualified leads that will most likely make a purchase. They can then be assigned to a dedicated salesperson, which allows for a more personal connection. The CRM also indicates which targeting of leads is particularly useful for a given audience: will it be somewhat convinced by a direct comparison of products, or by a live demonstration? This is very reliably apparent from the data available. This allows a company to conclude more transactions and generate higher revenue.

It is important to note that the use of a CRM and the importance of customer relationships do not stop after the decision to make a purchase. This is where the customer satisfaction and loyalty process begins. During this phase, salespeople have the opportunity to turn customers into loyal promoters and allies who will recommend the company and make new purchases.

To do this, they can rely on a CRM that can, if necessary, identify opportunities for new sales, additional sales, and upgrading. The collected customer data and well-established customer support make it possible to practice retention marketing successfully.