What is a CRM system: types, features, applications

CRM system is a multifunctional software tool that automates analytics, planning and control of customer interaction. It works with the actual and potential base of customers, suppliers and partners. Automation of business processes saves time, and therefore money, significantly. Employees are freed from routine tasks and can pay more attention to creative and creative activities, improvement of product promotion strategy.

Types of CRM systems

Classification of CRM systems by purpose:

• Strategic tasks - finding information about customers, forming a database, contacts. This helps to make the interaction with each client more individual to establish a long-term relationship.
• Operational tasks - automation of marketing, sales, customer support. On the boards you can keep track of all areas of the company. A page with data is made out for all clients: contacts, sales history, with significant dates for the client.
• Analytical tasks - the program collects data from various open sources on the Internet. It is possible to trace purchasing activity among certain groups of clients. After analytics, the marketing department decides to launch a campaign for each customer category according to its interests in order to promote the product.
• Association of partners - suppliers, distributors, vendors. The system of interaction between departments of the company, for example, the helpdesk receives feedback from customers and transmits information to the marketing department.

CRM systems differ in functionality. Call-center software provides calls to mobile numbers, Skype and other means of communication, includes a database of customers, the ability to record conversations and keep statistics.

In CRM systems the following information processing modules are available:

• operational - quick access to projects, documents, contacts;
• Analytical - processing of different types of data, formation of statistics and reports;
• Collaboration - means of communication, which provides interaction with customers.

Features of CRM systems

CRM systems such as SaaS may be located on the servers of the software manufacturer and service provider. The convenience is that the company takes full responsibility for the maintenance of the program, but the configuration capabilities are limited. Standalone CRM systems involve the purchase of a software license. Client installs it on his own server. Detailed configuration is available, but you will need to provide your own maintenance CRM system.

Some features and capabilities of CRM systems:

• Business processes are triggered when a trigger appears: a new lead, date change or lack of activity during a given period. CRM system tools activate actions depending on the event: collecting customer data, sending messages, creating checklists, etc.
• Content management systems allow multiple users to receive analytics and edit data.
• Reporting is generated by the sales department.
• All movements of goods are registered: the number of orders, returns, refusals, etc.

CRM system is a tool to form sales funnel. It determines at what stage customers leave, what categories of customers to prioritize sales, what is the probability of completing a transaction, etc.