What are CRM systems?

In average, 3 out of 4 companies in UK use CRM systems to carry out customer relationship management campaigns , with the analysis of user navigation on web pages being the function they most value from these tools. This is indicated by the Customer Engagement & CRM Scope study prepared by SCOPEN.

Next, we will review the definition, operation, types and some examples of CRM systems .

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1 What are CRM systems?

2 What are CRM systems for in companies?

3 Types of CRM systems

3.1 CRM systems according to their functions

3.2 CRM systems according to their storage

4 Examples of use of CRM systems

What are CRM systems?

The CRM systems ( Customer Relationship Management or management of customer relationships) are programs that centralize everything related to the interaction between the company and its customers, whether actual or potential.

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In this sense, CRM systems allow digitizing and automating the registration of different types of data about users or consumers , with the aim that the Marketing, Sales and Customer Service Departments can handle exactly the same information about each of they. In this way, it is possible to have a database that allows to better know and serve customers, which makes CRM essential for the growth of the company .

What are CRM systems for in companies?

crm systems

In general, CRM systems serve to improve the customer experience when they come into contact with the company, which has a direct impact on the levels of sales and loyalty .

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The main functions of CRM systems include the following:

Automatic data capture: CRM systems automatically store, organize and manage customer information , such as name, email, telephone number, social networks, website, means by which they contacted the company, dates of the interactions with it, etc. Thanks to this data, the company has a panoramic view of each consumer or user.

Monitoring of real customers: when a person makes a purchase, CRM systems identify them as a customer immediately, and begin to record their product preferences, purchase dates or amounts spent, among other commercially relevant data.

Prospect tracking: CRM systems identify the behavior of potential customers , recording data such as the clicks that the prospect makes on the company page, the interactions they have with web forms, the links they visit from an email sent by the company, etc.

Creation of analytical reports: with all the previous information registered and processed, CRM systems analyze customer data , providing consumer insights that are used to develop sales and marketing strategies, or to optimize the service given to them.

Customer service: CRM systems automate online communication processes between the company and the customer . In this way, the service is much more efficient for the company and more comfortable for the user or consumer.

There are different types of CRM systems , which we can classify according to two parameters: their specialized functions and their storage location .

CRM systems according to their functions

Within this category , CRM systems are identified according to their specialized functions . Although all CRMs can perform fairly similar tasks to some extent, there are programs that specialize more in a particular type of process.

Here are some examples of the use of CRM systems in companies from different sectors:

Example of a CRM system in a health company: the Institut Pere Mata is a mental health hospital located in Catalonia. This institution implemented Ekon’s ERP, which has an integrated CRM system. When used in the health sector, the CRM became a PRM (Patient Relationship Management), which allows the management of clinics, health centers and social health, and facilitates maximum control over the medical records of patients. Learn more about this example of the use of the CRM system at the Institut Pere Mata by clicking here .

Example of a CRM system in an engineering company (hypothetical case): EGC is an international holding company specialized in engineering projects, which implemented the Ekon CRM system to connect with each other all the personnel responsible for marketing, sales and customer service that It is found in UK, Singapore, Argentina and Australia. With this CRM in the cloud , global and regional managers are able to monitor growth opportunities on different continents and analyze whether sales forecasts are being achieved or not, being able to manage all kinds of marketing and sales campaigns in a segmented manner. by countries or global by continents. Learn more about this CRM by clicking here.

Finally, one of the cloud CRM systems that is gaining more and more popularity for its excellent value for money is Ekon CRM . It is a highly flexible software that helps all areas of the company (Finance, Purchasing, Sales, Marketing, Customer Service, IT, etc.) interact with the user. Thanks to this system, the company can optimize complex administrative and business processes while enhancing the effectiveness of its services and communications for the customer.