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CRM basics: 3 CRM system functions you can instantly understand

In order to fully understand the issues related to the potential of CRMs, it’s a good idea to analyze three pillars at the base of their functioning. To properly implement them in the corporate space, it is necessary to not only possess mathematical skills but also quite some imagination. Without it, certain areas might get omitted in the overall concept, which is likely to also impact the results of actions and profits coming from the system. What are the three pillars mentioned above?

3 CRM system functions you can instantly understand

1. Database

At first glance, a CRM system represents a tool for contacting customers and that is its basic task. Meanwhile, its main function is to store knowledge in form of the most perfect database possible.

The more reliable the information package we have on the customers, transactions, and people doing certain tasks at the company, the more effective the sales activities will be.

That's it? Of course not. This knowledge can be freely used by other departments, functioning at different levels, from the management to the creative team.

Even more, the database can be updated not only with business partners that we offer sales to, but also those in charge of providing third-party services.

2. Automation

Based on the information collected by the company, one could — or even should — consider preparing effective automation.

It might be typically customer-related, for example in form of sending an e-mail with a poll on the degree of satisfaction with the completed transaction.

They can also be utilized internally, one good example would be preparing analyses after finishing a project or while it’s still ongoing.

In certain cases, automation also serves a monitoring function, allowing a leader or head of a department to detect irregularities in their employees’ actions right after they occur.

3. Coordination and contact

Contacting a customer through a properly operated CRM is effective and convenient. Conversations are also safely conducted until the end because implementing the discrete reminder feature makes it harder for a salesperson to forget about an initiated conversation.

This mechanism, however, could be successfully implemented in the company’s internal structure to a larger degree, by setting the CRM as the basic tool for sharing information between departments.

Once again, it makes the modules responsible for measuring user activity invaluable, as they point to the ones most involved in the project.


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