What is CRM: types and applications in business
18.05.2023 19:17
To communicate effectively with customers and increase sales, retailers should use CRM systems that store and process information about all customers.
This helps entrepreneurs automate routine processes and reduce the likelihood of mistakes due to inattentive salespeople when communicating with customers. Thus, customers receive improved service in line with their consumer wishes and needs.
CRM systems are excellent at these tasks.
What is a CRM system?
CRM (Customer Relationship Management) is a customer relationship management system aimed at improving communication with customers, increasing their satisfaction and, as a result, the number of purchases.
As an option, CRM contains a set of tools that help companies:
➤ collect, store and analyse customer information
➤ build customer bases
➤ manage marketing campaigns,
➤ attract new customers,
analyse demand and forecast consumption trends,
The customer database includes:
✓ customer contact details,
✓ history of interaction with them,
✓ information on purchases and user preferences,
✓ other relevant data.
CRMs can also:
➤ integrate with other business services, such as an online store or marketplace system, or mass mailing services,
➤ speed up the processing time of applications
➤ provide a single platform for customer interaction.
Types of CRM
There are several types of CRM that can vary in their functions and focus.
✅ Operational CRM
Focuses on automating and optimising operational processes related to sales, marketing, and customer service. It helps to manage orders, process customer queries, track sales statuses, and provide effective customer support.
✅ Analytical CRM
Focuses on analysing customer data to understand their behaviour, needs, and preferences. It provides tools for collecting, processing, and analysing data, allowing a company to develop personalised marketing and sales strategies, forecast demand, and improve decisions based on a wealth of data.
✅ Service CRM
Aimed at supporting and servicing customers through various communication channels (phone, email, messengers), it has options for managing customer requests, developing a knowledge base, and tracking service quality.
✅ Social CRM, or social media sales analytics
It is used in social media to collect data about users and interact with them. It allows you to identify different types of customers, track mentions of the company or its products on social media, communicate with customers, and analyse advertising activities.
✅ Combined CRMs
Combined CRMs are systems that perform the functions of several types of CRMs, most often operational and analytical. Such programs allow you to maintain a detailed customer base and build simple reports on it without in-depth analysis.
Criteria for choosing a CRM
Many business owners do not understand how to choose a CRM, which type is suitable for their business. The choice of the accounting system depends on the type and scale of the business, the number of potential customers, and the ambitions of the entrepreneur. Universal CRMs are suitable for a regular online store.
When choosing a CRM, you should consider a number of nuances:
- Identify your needs. Think about what functions you need, what processes you want to automate, what data you want to track, and what aspects of customer interaction are important to you. For example, you need quick access to customer contacts, order management, integration with email newsletters or other marketing tools.
- Research the CRM market. Get to know different CRM systems, their features, and capabilities. Research CRM vendor reviews, find out about their reputation and customer base. Make sure the CRM is suitable for your industry.
- Consider business scaling. Think about the future needs of your company. If you plan to expand your customer base, you may need a more powerful CRM that can handle large amounts of data.
- Set budgetary limits. How much money can you invest in CRM implementation and support? Take into account the cost of licences, programme setup, staff training, and post-implementation support. Make sure that the chosen CRM provides the necessary functionality.
- Check for integration with an online store. Make sure that there are ready-made solutions or APIs for exchanging data between the CRM and your store platform. This will allow you to automate order processing, synchronise customer data, and simplify customer base management.
For example, CRM Torgsoft allows you to easily and quickly integrate with an online store and other business services. If you have a complete database of goods in CRM Torgsoft, you don't have to worry about adding descriptions, photos, and prices to your website - synchronisation with your online store will take place in a few minutes.
- Support and training. Find out if the developers offer technical support, system installation options, integration with your store, and training to help you get up to speed quickly.
- Test the chosen system. Many developers provide a trial period or a free version that you can try out and see if it's right for you. Check the CRM system's interface and make sure it is clear and easy to use. You can test the CRM option from Torgsoft for free for 30 days.
CRM integrations
Integrating a CRM with an online store is a useful solution for improving customer interactions and increasing business efficiency. Typical integrations between CRM and online stores:
✓ Integration with a contact management system allows you to automatically synchronise customer data between your CRM and your contact database. Customer information such as name, address, phone number, email, etc. can be automatically updated and synchronised between the systems.
✓ Integration with an order management system - allows you to automatically transfer order data from your online store to your CRM. Information about products, quantity, price, order status can be automatically synchronised with CRM, allowing you to conveniently track and manage the order processing process.
✓ Integration with email services - allows you to automatically synchronise user email data with CRM. Information about correspondence with customers and responses to requests can be automatically saved to CRM, which makes it easier to maintain a history of customer interaction.
✓ Integration with a marketing system - helps to automate marketing processes, such as email, SMS, or messenger campaigns, segment customers by type of activity, etc.
Implementation of a CRM system based on Torgsoft
Torgsoft is a comprehensive Ukrainian accounting system for managing the customer base and e-commerce, with an additional CRM module.
CRM in Torgsoft allows you to:
✅ form a customer base - create customer cards based on a variety of characteristics (name, age, address, discount card code, status, purchases, interests, data for a tax invoice, etc),
✅ Manage orders: record a certain stage of work with a client - contact, the fact of a call or sending an invoice. Correct order data, track the stages of the transaction,
✅ Find the right customer by any criteria: phone number, full name, email, or discount card,
✅ keep data on suppliers and counterparties (general or bank account details), set the amount of remuneration for the sale of goods to dropshipping partners,
✅ keep records of sales: record customer intentions to buy goods, the fact of transactions, create commercial offers, and issue invoices,
✅ set payment and shipping terms, delivery of goods by Nova Poshta or Ukrposhta,
✅ set up notifications to customers about payments via SMS, email, or Viber,
✅ manage document flow, set up automatic filling of details, create expense, transport or tax invoices,
✅ control sales and salespeople, set access rights to CRM for different employees,
✅ create marketing campaigns based on various customer characteristics, such as frequency of purchases, status, age, etc,
✅ synchronise with Binotel telephony to quickly view information about the calling customer.
In addition, the Torgsoft programme provides a diverse range of functions for comprehensive business management:
✅ Integration with online stores, business services, and marketplaces: Viber, Nova Poshta, Rozetka, Prom.ua, Software PTR, Monobank, Ukrposhta, Privat24, Google Drive, MEDoc, Binotel, Goodop, Turbosms, Webkassa and Satu.kz for Kazakhstan, etc.
✅ export and import data on products and customers from various accounting systems and report forms,
✅ draw up sales plans, analyse sales using more than 50 reports and analyses that will help the owner to manage the product range, determine the profitability or illiquidity of products, distribute them between outlets, and forecast customer demand for certain categories of goods and services.
✅ maintain financial and management accounting at the enterprise or in the store,
✅ prepare and submit reports to the tax authorities,
✅ conduct fiscal sales through a software-based cash register or without the Internet, etc.
Thus, the entrepreneur receives a multifunctional accounting tool that combines all business processes into a single plane.
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