How Does a CRM Work?

Want to know more about your customers and be sure to make the right responses time and time again. Discover the benefits of a CRM system by contacting Purple Potato today.

Customer Relationship Management software, also known as a CRM, has become a hot talking point for business owners across multiple industries in recent times. Given the importance of the relationship between a brand and its clients, it’s not hard to see why.

A CRM helps SMEs build stronger business models by enhancing customer services, generating new sales, and generally increasing the company’s conversion rates while simultaneously using data-driven decisions to adapt the company to meet growing client demands.

Modern CRM systems provide far greater capabilities than human customer relationship strategies. Here’s all you need to know about what they do and how they do it.

How Does a CRM Work?

What Does a CRM Do?

CRM software serves to strengthen the bond between a brand and its customers, covering existing clients and prospective leads alike. It collects valuable data throughout several key stages of a user’s interactions with the company before subsequently analyzing this data to predict client behaviours and adapt the path to conversion accordingly.

Advanced CRMs track interactions across media, email, VoIP, and website channels. The information can then be collated to help SME sales teams make calculated decisions regarding follow-ups. For example, if a user has shown an interest in a particular product by clicking the associated webpage and requesting more information, you may want to make a call.

In addition to the insights for manual follow-ups, CRMs can use machine learning and user-led triggers to automate responses. For example, if someone adds a product to their basket and then leaves the site, it can trigger the CRM software to send an email reminding them to purchase. Thanks to A.I., the possibilities for potential trigger responses are near endless.

How Does a CRM Do This?

CRM software can be integrated with a website CMS (content management system) or other tools used by the company. Once it has been successful installed, it can track various key data metrics including but not limited to;

  • Voluntarily left user details (name, address, telephone number, etc.)
  • IP address and on-site behaviours (such as pages visited) or social media usage
  • Purchase history or current pipeline stage
  • Demographical data including age bracket, gender, company size, and more
  • Type of customer and detailed reporting

The CRM tracks information across multi-channel interactions and can additionally track contacts made with customer support teams. This gives businesses a clear and detailed contact list that includes data-driven insights that allow you to (manually or through automation) split customers into demographics or pipeline stages before making the right responses. The data tracking also shows what reactions or triggers yield the best results.

In turn, SMEs can also use CRMs for A/B testing or adjusting webpages to prevent bounce rates and other problems.

Why Choose a CRM?

The value of a CRM is clear. It ensures that all actions are tracked across multiple channels while guaranteeing that every lead or client receives a fair response that is backed by valuable data. The fact that it uses statistical data and machine learning to automate processes or encourage business owners to make the necessary adjustments should not be ignored either.

Choosing CRM software over spreadsheets or manual tracking will lead to;

  • Increased organisation
  • Reduced waste of time and money
  • Tracking across all channels, thus removing ambiguity
  • Trigger-based reactions meaning faster sales funnels
  • Visual and demographical representations for clear details

CRMs will help you build a better relationship with the most valuable assets in your organisation, the customers. To learn more about implementing a world-class CRM app for your business, sign up for a free 7-day trial today!

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