What is CRM | A Unified Platform for all Departments in an Organization

Customer Relationship Management, in short, CRM and let us tell you it does more than its name suggests. The end goal of implementing a CRM into the business is to build and provide positive experiences to the customer, so they keep coming back and acquire the companys goods and services. In this way, a company creates a loyal customer database that engages frequently. However, the definition of CRM had changed time after time, mostly when the demands of customers were redefined. In the next section, we have described what is CRM solution nowadays.

Definition of CRM in 2021

You can consider CRM as a centralized platform from where you can manage as well as support the relationship with your customers, prospects, leads, and even vendors. In the meantime, it also allows the internal staff to integrate the data from numerous sources like social media, emails, etc.

Nowadays, irrespective of the business models whether its a non-profit organization or a fast-food chain, everyone would like to have the assistance of a specialized CRM system. The best thing a CRM system can do is breaking down the data silos produced in the various departments within an organization. It allows the integral members of the company to be more collaborative by creating a visualized communication pathway and easy data accessibility.

I think a quote that can engulf a CRM would be, "A software that enhances the customer experience by empowering the staff".

The benefit of a CRM from customers perspective
Some prefer to say this as the external value of CRM software. Due to the recent digital transformation, you get lots of value from a CRM. For example, it has provided us a holistic view of customer interactions with the company and that happens throughout the customer journey.

This concept of visualizing customer interactions is commonly known as customer 360. According to this, CRM has been able to provide a platform for companies, which is entirely customer-centric and delivers a 360-degree view of every customer.

And when we talk about 360, we literally mean it. A CRM is capable of delivering data of every interaction made by the customer, it could be from the website, product purchase, and even when they raise a ticket for customer service. All this data is stored in the CRM in such a systematic way that users can access it anytime and anywhere and fulfill the needs of customers. In due course, the end customer is the one who takes advantage of this by having a personalized experience.

Challenges to overcome while CRM adoption

Do you know why most of the newly introduced projects/software fails in any organization? Because the people who are going to use dont do well with it. They either underutilized or completely turn down the idea of using a new application. In a nutshell, your most valuable asset is the major challenge that you need to overcome. The only solution is to focus on people. Let us tell you how.

First of all, educate them about CRM and keep them involved at all times or at least at all important stages. Also make sure to have the users on board when you are planning to integrate a new project as early as possible. Also, it would be great to take advice from a consulting firm as they can help you in prioritizing the goals. Dont take a big leap at a time and dont try to solve every problem in one day, take one step at a time and understand the process.

We hope this might help you and now youre ready to choose the right CRM for your business. Once you realize the true value of a CRM only then you can unleash its full potential.