CRM – Main Principles and Functionality

This is a guest post by Lyuben Georgiev. If you want to guest post on this blog, check out the guidelines here.

CRM is a business strategy for selection and management of the relationship with the clients, which optimizes the working process in long term. CRM requires a client-orientated business philosophy and culture, which on the other side increases the efficiency of the marketing, the sales and the level of the available services. The CRM systems stimulate the efficient relationships with the clients, which leads to positive influence over the management, the strategy and the culture of the company. Sad is the fact that many of the managers think of CRM that it is just a simple software. This fact leads to misunderstanding of the most important advantage, namely that the company could become completely client-orientated with minimal efforts. Instead of changing the technology, a new business strategy should be introduced – a new way for making business. CRM helps organizations from all over the world to increase the trust and the loyalty of the clients, as it helps for the return of the investments, adding to the traditional applications components for self-service and management of the knowledge. It provides access to services and knowledge, which in other case are connected with phone calls, e-mails, documents and so on.

CRM is a package of applications, which automates the business processes connected with sales, marketing, advertisement, service, support, monitoring and many more. It is a single system, a uniting technology, company culture that manages the whole cycle connected with the service of the clients, which on the other hand helps for the building of strong relationship with the clients. The companies invest in CRM systems to gain competitive privilege in a world, where the innovations are happening in real time. That’s why CRM is becoming a priority number one for the managers and the hottest category on the market.

The software for management of the relationships with the clients is defined as a system for control of the business and automation of the front-office part of the organization. The CRM software is created in such way, so it would satisfy the needs of the marketing section, the sales and distribution section and the support section, allowing them all to use the data about the potential and the present clients, partners, rivals and employees. The goal of the CRM software is to control the relations with the clients during the whole cycle – from the prospection to the handling of the orders. The CRM software automates many of the activities connected with marketing, sales and client services. CRM presents you with standard frame for the processing of the information about the potential clients in real time with the participation of different sections of the company, in such a way, so better relations, incomes with the client will be achieved, with more sales, and less lost clients. The CRM software also helps the organization to reach its target when talking about the relations with the clients, analyzing the indexes of presentation, kept in the CRM system for the user behavior during the whole cycle. One of the main advantages is the possibility to separate the marketing campaigns that lead to the most and the best results, improving the inner efficiency, filling up the client files, offering adequate service and therefore keeping its clients.

Lyuben Georgiev

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