What is CRM Software? Definition
CRM (Customer Relationship Management) refers to an IT tool that allows a company's marketing and sales force to centralize customer and prospect information with the ultimate goal of maximizing business revenue. To achieve this goal, CRM takes advantage of a unified customer information system and features covering the following activities:
- Acquisition: Identification of potential buyers (leads) imported into the CRM
- Prospecting: Transformation of leads into business opportunities, study of the needs of prospects and customers, soliciting prospects, analysis of information collected.
- Automation of Sales: Automation of your sales forces with the tools of piloting, assistance in the prospecting procedures.
- Marketing Automation: Email marketing, emailing, newsletters, reminders, orientation, lead scoring
- Administration: Management of quotations, contracts, invoices, purchase orders, management of sales representatives and commissions on sales
- Retention: Customer support, customer service management, online information on technical support, setting up a call center
By improving the customer's knowledge, the company is able to address the needs of the customer in a relevant way with a commercial solution. The relevance of marketing and sales actions makes it possible to direct efforts where it is really necessary and thus to maximize conversion rates (conversion from prospect to customer) as well as retention rates (customer renewal).
6 Reasons to Use Customer Relationship Management (CRM) Software?
Customer Relationship Management (CRM) software is an indispensable tool for all commercial enterprises for the following reasons:
- When used properly, it makes it possible to be more efficient than its competitors and therefore to gain market share.
- The general increase in customer requirements in terms of commercial approach makes it mandatory to use a tool that allows you to know your audience and address them in a relevant way
- The centralization of customer knowledge allows powerful marketing actions (email marketing, SMS for example)
- The centralization of information opens the door to collaborative uses (sharing information between employees) and to improving personal organization (note-taking, synchronization with the agenda)
- The new regulations in terms of personal data management (RGPD) make it mandatory to process customer data centrally with the ability to transmit this data immediately to the person concerned or to destroy it at his request.
- Online CRM is the most connected tool on the market, opening up infinite possibilities: customer segmentation, marketing campaigns, automatic invoicing, business intelligence and sales data analysis, company management, etc.
What are the Main Features of CRM?
The Basic Features of CRM
The CRM (Customer Relation Management) features are as follows:
- Management of leads and opportunities for salespeople (telemarketing)
- Contact account management (centralization of prospects and customer data)
- Event Tracking: outgoing emails, incoming calls, information, adding documents, signing a contract, etc.
- Appointment and calendar management
- Management of multichannel marketing campaigns (email marketing, SMS marketing, newsletter, voice messages)
- Dashboards, Analytics and Reporting
CRM is the most diverse customer relationship software, which explains the hyper choice on this market. They range from the advanced contact manager (xRM) to commercial ERP (such as Everwin or divalto).
We find the following CRM features and services more and more often in CRM tools than ever before:
- Support and customer service
- Commercial management and sales management (quote, order form, invoicing)
- Delivery and collection of documents
- Embedded and synchronized messaging with the main messaging system
- Tracking of conversions according to the origins and drivers of leads
- Connection with Customer Data Platforms (CDP) to centralize unstructured data with qualified CRM data
CRM applications will be supported in the next 5 years by BigData, Business Intelligence and the exploitation of public data on the Internet:
- Automatic proposal of products to segments of populations via marketing actions combining marketing automation and emailing.
- Correlation detection
- Listening to social networks (Social CRM as easiware)
- Automatic enrichment of contact cards
- Anticipating seasonal factors
CRM: Trends and Future Developments
The CRM market is made up of 50% SaaS CRM offers (CRM in the cloud, unlike on-premise CRM). This growth is estimated at 13.3% for 2014. Finally, the 10 largest CRM software publishers account for 60% of the market. The remaining 40% are made up of about a hundred solutions such as E-deal, Zoho, Efficy, Infocob. Among the market giants are: Salesforce, SAP, Oracle, Microsoft Dynamics CRM, IBM, NetSuite and Sage CRM. Open Source CRMs are more rare: Vtiger or SugarCRM. On the French market, Simple CRM stands out with its very affordable price. It should be noted that most solutions offer free trials or demos to test the functionalities of CRM Marketing software.
With our guides on customer relationship management (CRM), discover how to automate sales and marketing actions to support business development and customer relationship quality (improving customer experience, customer journey, loyalty and customer satisfaction).
How to Choose a CRM Software?
The choice of CRM is complex because it depends on the current context of the company, but also on its evolution. Moreover, it impacts a lot of people in the company: Management, Marketing, Sales, Communication, Support, etc. It is therefore essential to draw up specifications in advance with all stakeholders in the CRM project.
Then it is important to study the necessary functional scope: prospecting, marketing campaign management, customer support. There are hundreds of CRM software on the market that do either everything or part of the customer relationship.
Finally the price is important, as CRM is now available in return for a monthly subscription per user. This is around 30 € / month / user which, multiplied by the number of employees concerned, can represent a very significant cost.
The Most Popular CRM Software
These include: Sellsy, Eudonet, Ines CRM, Salezeo, GRC Contact, Microsoft Dynamics CRM, MyFeelBack, Koban, Nelis, Salesforce CRM : Sales Cloud, Teamleader, EGGcrm, TigerPro CRM, Magic Business, Incwo, Pipedrive, Smartplace, Vtiger CRM, Zoho CRM, Sage CRM, Synolia, Everwin CXM, Oryanoo CRM, Simple CRM, You don't need a crm, E-Deal CRM
Complementary solutions of CRM
Reservation & Booking
Sales Force Automation
Point of Sale (POS)