CRM Customer Relationship Management) is a term used when referring to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout a relationship cycle. CRM aims to improve business relationships with customers for growth.

CRM systems are designed to consolidate customer information across different channels that can include the company's website, phone, chat, direct mail, marketing materials, and social media. CRM's can also provide detailed information about personal data, purchase history, and your preferences.

CRM Solutions

The solutions developed for CRM consolidate customer information and documents into a single database, so that companies can access and manage them more easily.

Among the functionalities that are part of CRM solutions include the recording of interactions with the customer (by email, phone calls, social media or other channels, depending on the system's capacity), automation of workflow processes, such as tasks, calendars and alerts , allowing managers the ability to track performance and productivity within the relationship established with customers, based on information recorded in the system.

Common CRM software features include:

  • Marketing automation: CRM tools with marketing automation features can automate repetitive tasks to increase advertising efforts targeting customers at different points in the relationship cycle. For example, as sales strategies are developed, the system automatically sends out marketing materials, using email or social media resources, with the goal of turning a potential customer into a sales conversion.

  • Sales force automation: Also known as sales force management, CRM systems are intended to avoid duplicate efforts between a salesperson and a customer. This occurs when the software automatically supervises the sales process, monitoring interactions between customers and salespeople.

  • Call Center Automation: Designed to reduce the tiresome aspects of a call center agent's job, automation done by a CRM can include pre-recorded audio that assists in resolving customer issues and sharing information. Various software tools that integrate with agents' desktops can, for example, handle customer requests in order to reduce call times and simplify service processes.

  • Geolocation technology or location-based services: Some CRM systems include technology that can create marketing campaigns based on customers' geographic locations. Integrated into GPS applications the technology can also be used as a contact or network management tool to find sales leads based on location.

The technology used in CRM

CRM solutions developed on local servers or datacenters – in this architecture, the burden of administration, control, security and maintenance of the database and information is the responsibility of the company itself.

This approach consists of purchasing licenses, acquiring and managing your own servers, and the user assumes the cost of any software upgrades, usually an installation or upgrade process takes a long time to fully integrate a company's data. Cloud-based CRM solutions – also known as SaaS (software as a service), or on-demand, data is stored on a remote, off-site network where employees can access anytime, anywhere using a connection of Internet. Usually cloud computing service providers are responsible for installing and maintaining the solutions and related infrastructure associated with a considerable cost reduction. The ability to deploy quickly and agilely through the cloud attract companies with limited knowledge or technological resources.

CRM challenges

With all the advances applied to CRM technology, the absence of good management can turn customer information into just one database, serving only as storage. Datasets need to be connected, distributed and organized so that companies can easily access and turn existing information into sales.

Get in touch with Sky.One and learn how to implement your CRM project, successfully applied to the cloud and using the maximum resources of Cloud Computing. Keep following us on our blog , with more information and technology tips.

Written by

Sky.One Team

This content was produced by SkyOne's team of cloud and digital transformation experts.