Customer Relationship Management (CRM) software consolidates all customer data from different channels into one platform, organizes it for easy processing, and offers CRM tools to streamline each interaction with a prospect or client.

Here’s an example of how a CRM helps manage customer relationships. Let’s say you have an accounting agency and want to launch geographic marketing campaign. You create a landing page with a contact form and start running targeted social media posts and ads encouraging prospects in need of accounting services to fill out the form.

Once a prospect fills out a form, their data is added to the CRM. The CRM creates a lead for the prospect and scores it based on the information provided, determining if the lead is ready to make a purchase or requires more nurturing.

Based on that score, the CRM solution recommends further actions to convert the lead into a loyal customer. In the first case, the lead is assigned to a sales representative who gets access to presentation materials and pitches necessary to close the deal via the CRM.

A lead that requires nurturing will receive automated emails showing the value of the offer and moving it further down the pipeline. Once they are ready to purchase, the CRM will flag them for the sales team to follow up. If your nurturing campaign is unsuccessful, the CRM solution can delete the lead from the funnel after a certain amount of time or return it to the top of the funnel for a new nurturing process/to start a new nurturing cycle.

All the customer data gathered during this process is logged and analyzed to gain insights to improve your performance and sales productivity. Moreover, this data is shared with the support team to facilitate the contact center agent’s job and help them solve the existing customer’s issues.

How Does CRM Software Work?

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