Customer Relationship Management

What is CRM?

CRM stands for Customer Relationship Management, in other words: the management of your relationship database.

This also makes CRM a company strategy. When you apply this strategy, you make people the focal point of your operations, and not your products or services. Although the English abbreviation suggests otherwise (customer/client), CRM can be used for the management of any type of relationship. For example, for the centralisation of the available data on your suppliers, sponsors, members, patients, or students. Customer Relationship Management offers endless possibilities.

CRM system

These are the reasons why you, as an entrepreneur, would use a CRM system such as PerfectView:

Collaboration thanks to structure in a CRM system

There are often various people within the organisation who are involved in dealing with company relationships. When collaboration is important, a solid structure is one of the key aspects. Throughout the day, everyone collects relevant information. Account managers receive your customers’ needs and desires. Your customer service department receives questions about possible product improvements. Marketers collect information about your target audience. And these are just a few examples. But product improvement suggestions should be received by the people dealing with product development. Just as sales opportunities belong with the sales team. A CRM system provides structure, making collaboration easier. Consequently, you will be able to respond more quickly to certain needs and, therefore, book better results.

Information available at one location

Knowledge about your relationships are often stored in different systems. And sometimes this will only be on a notepad. This will mean missing important details and opportunities. A CRM system centralises all information at one location. A designated and reserved cloud location for your organisation. Everyone can access it and work from the same base at anytime and anywhere. This means that you will always be up to date with the right information. Working from a centralised system gives you insight into your performances. It offers the chance to learn from sales trajectories you have won, but also from those you have lost out on. The centralised storage of your data also ensures that you will always have a back-up of your most important company details.

Using dashboards for management information

By using clear management dashboards, you will be able to see at a glance how you are doing. Where a lack of insight made you miss out on opportunities in the past, the new insight gives you a grip on trajectories you can now capitalise on. Sales dashboards allow you to monitor your forecasts in real-time. You can see the numbers and value of your deals in clear reports. In the same manner, the dashboards give you insight into your marketing efforts thanks to, amongst other things, opening percentages and click behaviour resulting from the mailings you have sent. Even the lead time of your complaints procedure is part of the options. Management information dashboards in CRM offer limitless insight into your processes. You can then make choices that are substantiated by analyses.

CRM system