CRM is a combination of strategy and technology. It utilizes data to increase sales and gain a better understanding of customers. Its success depends on the business creating a clear plan around which to make use of the CRM tools and applying that plan to the entire company.

CRM is a tool that allows companies to store data about prospects and customers, keep track of interactions, automate campaigns, and create reports. It allows businesses to communicate and connect with customers and prospects through a variety such as email, text message, and other social media platforms.

Although many think of CRM as sales, the reality is that it can be utilized by any department within the business. For instance finance and billing departments can use CRM to monitor commissions, review contracts, and compare sales projections to actual revenue. The marketing department can also make use of it to track trends that will help them target customers better.

Each time a sales staff communicates with a customer or meets with a new lead, or follows up with an existing lead, they generate an abundance of data. The data was typically stored on analogue media, such as notebooks and laptops or in the heads of team members. CRM systems permit this data to be systematically collected and stored in one place that is instantly shared with all of the company’s representatives, regardless of which channel they are using to communicate.

And the most advanced CRMs are now integrated with AI and machine learning to interpret that data and provide actionable insights for every opportunity. The company can then enhance their customer experience and increase engagement to improve retention and loyalty.