2. CUSTOMER RELATIONSHIP MANAGEMENT CRM
In an organization, sales representatives have the
responsibility of creating brand awareness and making
products popular among the end users. They are the ones
who interact with the customers, understand their
requirements and fulfill their needs and expectations.
3. WHAT IS CUSTOMER RELATIONSHIP
The art of managing the organization’s relationship
with the customers and prospective clients refer
to customer relationship management.
Customer relationship management includes various
strategies and techniques to maintain healthy relationship
with the organization’s existing as well as potential
customers. Orgnaizations must ensure customers are
satisfied with their products and services for higher
customer retention. Remember one satisfied customer
brings ten new customers with him where as one
dissatisfied customer takes away ten customers along with
In simpler words, customer relationship management
refers to the study of needs and expectations of the
customers and providing them the right solution.
4. NEED FOR CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management leads to satisfied
customers and eventually higher business every time.
Customer Relationship Management goes a long way in
retaining existing customers.
Customer relationship management ensures customers
return back home with a smile.
Customer relationship management improves the
relationship between the organization and customers. Such
activities strengthen the bond between the sales representatives
5. STEPS TO CUSTOMER RELATIONSHIP MANAGEMENT
It is essential for the sales representatives to understand
the needs, interest as well as budget of the customers.
Never tell lies to the customers.
It is a sin to make customers waiting.
A sales professional should think from the customer’s
An individual needs time to develop trust in you and your
Never be rude to customers.
Attend sales meeting with a cool mind.
Keep in touch with the customers even after the deal.
The sales manger must provide necessary training to the
sales team to teach them how to interact with the
6. WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT (CRM)?
Customer relationship management includes the
principles, practices, and guidelines an
organization follows when interacting with its
CRM is often used to refer to technology
companies and systems that help manage
external interactions with customers.
Major areas of growth in CRM technology include
software, cloud computing, and artificial
7. THE PURPOSE OF CRM
Customer relationship management (CRM) is a
technology for managing all your company's relationships
and interactions with customers and potential customers.
The goal is simple: Improve business relationships.
A CRM system helps companies stay connected to
customers, streamline processes, and improve profitability.
8. ADVANTAGES OF CUSTOMER RELATIONSHIP
Enhances Better Customer Service
Facilitates discovery of new customers
Increases customer revenues
Helps the sales team in closing deals faster
Enhances effective cross and up selling of
Simplifies the sales and marketing processes
Makes call centers more efficient
Enhances customer loyalty
Builds up on effective internal communication
Facilitates optimized marketing
10. TYPES OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
1. CRM Software
CRM software aggregates customer information in one place to give
businesses easy access to data, such as contact data, purchase history
and any previous contact with customer service representatives. This
data helps employees interact with clients, anticipate customer needs,
recognize customer updates and track performance goals when it
comes to sales. CRM software's main purpose is to make interactions
more efficient and productive. Automated procedures within a CRM
module include sending sales team marketing materials based on a
customer's selection of a product or service. Programs also assess a
customer's needs to reduce the time it takes to fulfill a request.
11. TYPES OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
2. CRM Cloud Solutions
Cloud-based systems provide real-time data to sales
agents at the office and in the field as long as a
computer, smartphone, laptop or tablet connects to
the internet. Such systems boast heightened
accessibility to customer information and eliminate
the sometimes-complicated installation process
involved with other CRM products or software.
12. TYPES OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
3. CRM Human Management and
All of the computer software in the world to help with CRM means
nothing without proper management and decision-making from
humans. Plus, the best programs organize data in a way that
humans can interpret readily and use to their advantage. For
successful CRM, companies must learn to discern useful
information and superfluous data and must weed out any
duplicate and incomplete records that may give employees
inaccurate information about customers.
13. BENEFITS OF CRM FOR BUSINESS
Improves Informational Organization - CRM identifies, documents and records all the
interaction that customers have with the organization. This helps businesses to
understand their customers better and provide instant solutions.
Ensures Enhanced Communication - CRM is cloud-based and never disappoints
customers as it makes information accessible from any device. All the customer needs is
an internet connection.
CRM enhances Your Customer Service - With CRM customer support becomes a cake
walk. This is because, when the customer reaches out to the company, the executive would
be all equipped to retrieve information on the activities like the recent purchases made,
priorities and any other assistance that customer requires.
Automates our day to day tasks - A CRM is developed to automate performance of
multiple tasks of the employees. This would help employees to focus more in converting
leads and addressing customer issues while the CRM is at their disposal to take care of
Greater efficiency for multiple teams - The stored information entitles the users of
different teams to access emails, phone calls, and calendar details from a secure and easily
accessible console. The best part of CRM is that users can same data by multiple teams at
the same time by tagging the required team to access the information. This new find,
simplifies the work for the teams and gives the possibility to seamlessly work together to
enhance the bottom line.
Delivers accurate analytical data and reports - CRM systems archive data in one place
that prompts enhanced data analysis. The tool is developed to easily integrate with
plugins and other tools that can generate the possibility to generate automatic reports to
maximize your time. This helps the users to make effective decisions to reap the rewards
in customer trust and get good revenue in the long run.
15. 1. Lead Management
Sales reps can automatically capture leads from multiple sources and
segment them according to characteristics such as demographics, buying
behavior, tastes, and preferences; this can be done through the Leads
Module in CRM. By getting key insights from the marketing department,
salespersons can enhance the sales process by tailoring their response to
each individual lead.
Being able to move leads through the entire sales funnel is a challenging
task and lead management is a feature that can simplify this task.
2. Activity Management
The activity management feature makes the life of sales reps easier by
keeping a record of all their activities including performed & scheduled
ones. This functionality of CRM reduces the chance of missing an
opportunity. It keeps track of all scheduled meetings, calls, tasks etc. and
provides a holistic view so that nothing is left unattended. Moreover, you
can also utilize CRM and Telephony integration to easily make calls and
provide the best customer service. Sales professionals can also set priority
against their scheduled activities and are notified each time a task such
as a call or meeting is due.
CRM BENEFITS FOR SALES REPS
16. 3. Centralized Data
Before any sales call even begins, sales reps will have all the relevant
data about the customer at their fingertips. The sales reps will know
who the customer is and what product they are interested in based on
the past call history. This will shorten the duration of the call and
enable the rep to serve the customer in a more personalized manner.
4. Pipeline Management
According to CSO insights, 27% of salespersons say that a long sales
cycle is one of the biggest barriers to sales effectiveness. The smartest
way to track leads and prospects in the sales pipeline is to use a
CRM. Sales pipeline maximizes sales potential and segments the entire
lead database into different categories. It helps salespersons plan
effective strategies to move leads from one sales stage to the next and
notifies them whenever a lead moves to the next level.
With data displayed in the form of charts, sales managers can measure
the sales dollars and closure rates of potential sales and determine if
sales reps are meeting their daily, weekly and monthly sales targets.
CRM Benefits for Sales Reps
17. 5. Sales Forecasting
A CRM will provide management mechanisms with real-time data that can
be analyzed to optimize the performance of the organization. By monitoring
data sets related to call volume, case times, up-sell rates, revenue per call
etc., managers can devise strategies by leveraging Sales CRM to retain
clients and augment sales.
6. Mobile CRM
Mobile CRM empowers sales reps to access customer data & customer
accounts on their mobile phones/tablets on the go. By having access to
crucial information such as product information, account history, price lists,
etc., sales reps can make well-informed decisions quickly and respond to
leads faster. Less time is wasted searching for a contact and trying to recall
the conversation you had last time and more time can be spent on having
productive and meaningful discussions.
Hence, the result of using Mobile CRM Development services will be an
accelerated customer buying process, leading to improved conversion rates.
CRM BENEFITS FOR SALES REPS
18. 7. Unity between Sales & Marketing
A customer demands nothing but excellence. To build excellent customer
relationships, both the sales and marketing departments need to work in
With CRM, marketing and sales departments can now stay updated by
having access to real-time data related to a customer’s profile. Marketing
automation features in CRM allow the marketing team can pass on the leads
to the sales team without any manual effort. The sales team can then act on
those leads and try to convert them into deals.
8. Document Sharing
Having a dedicated document library keeps files organized for quick
reference, avoids various versions of the same document from being posted
and allows files to be shared easily. This is especially true for industries like
real estate. It becomes even more important if an enterprise has offices in
multiple countries and sales teams spread out geographically need to
collaborate to serve clients. This is the reason why Real Estate CRM plays a
very crucial role.
CRM BENEFITS FOR SALES REPS
19. 9. Email Tracking
Sending email campaigns to customers and not knowing how they were
received on the other end can be demoralizing. With an email tracking feature,
sales reps can have complete knowledge about who opens their emails, when
they open them and whether they clicked on any links that were attached to
the emails. With access to real-time information, you can act instantly while
your leads are still hot.
Reports generated through CRM deliver sales reps and sales managers unified
view of all key sales information including the set targets and performance
assessment data. Using a personalized dashboard, salespeople can easily track
their progress with insights on overall achievement to date. CRM software can
give salespersons an easy way to benchmark their performance and strive for
CRM BENEFITS FOR SALES REPS
20. 11. Analytics
With CRM analytics, salespersons can target individual customers, know which
customers lead to most profits over time, etc. They will be able to better forecast
consumer preferences, envision subsequent requirements and resolve other
issues that influence various business decisions. CRM analytics leads to
improved customer relations and customer retention.
12. Social Media Insights
Leveraging CRM integration with social media tools lets you gain detailed
insights into your customers with regards to their demographics, tastes and
preferences, buying behavior, etc. This will help accelerate the sales process by
allowing you to identify the leads that have the highest probability of being
converted into deals.
CRM BENEFITS FOR SALES REPS
21. PERSONAL ATTRIBUTES OF A CRM ROLE
» Good Communication Skills
» Good work ethics
» Ability to relate/ empathies
» Willing to help when needed
» Willing to work for stretched hours/ to go extra mile
» Work well with others
» Keen to read and upgrade knowledge
» Good at Public Dealing
» Always have a positive state of mind