In practice, the Customer Relationship Management (CRM) is a set of strategies and tools that help companies manage, understand and, of course, delight customers.
Want to know how this magic happens?
In this article, we will talk all about CRM: what it is, how to cell phone number database implement it and, most importantly, how it can transform the way you connect with your customers.
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CRM: what it is, history and importance for business
Imagine being able to understand your customers' desires, habits and needs so precisely that you can offer them exactly what they need at exactly the right time.
This is exactly what Customer Relationship Management promises and delivers.
But more than a tool or software, CRM is a strategic approach to transforming casual relationships into loyal, lasting connections.
What is CRM?
According to researcher Ronald Swift, CRM is “a business approach designed to understand and influence customer behavior through meaningful communications to improve customer purchases, retention, loyalty, and profitability.” (1)
In other words, CRM goes beyond simply selling. ; it focuses on building a relationship that benefits both parties.
In essence, CRM is a set of practices, strategies and technologies aimed at managing a company's interactions with its customers. , whether to win new ones or retain those already part of its base.
Broadly speaking, CRM encompasses all the activities that transform occasional customers into loyal customers, exceeding their expectations to ensure they return to do business with your brand.
This includes everything from the design of the shopping experience to the delivery of the product. , customer service channels, marketing and after-sales support.
In everyday life, a CRM system allows you to store and access detailed information about each customer. , such as purchase history, preferences and previous interactions.
This data is used to personalize service and ensure a more satisfactory experience.
Brief history: how did the concept of CRM come about?
The concept of CRM did not emerge overnight.
It has evolved over the decades with market transformation and technological advancement.
In the 1980s, companies began to realize the importance of storing customer data. , but this information was used in a limited way.
With the technology boom in the 1990s, the first CRM systems emerged emerged , aimed at integrating sales, marketing and support.
In the following decade, the 2000s, with the internet transforming the way we connect, CRM began to include digital channels , such as email and social networks.
Today, we are in the era of CRM 4.0 , where artificial intelligence and automation make the process even more efficient and personalized.
The importance of CRM in the digital age
In the digital age, consumer behavior has changed dramatically . They have access to unlimited information, real-time price comparisons, and a growing expectation of personalized experiences.
In this scenario, companies that are able to deliver value and create genuine connections with their customers come out ahead. And that’s exactly where CRM comes in.
In his book, Swift covers a number of topics that justify why every business needs a CRM . (2)
Look:
Data organization: a good CRM centralizes all customer information in one place, making it easier for sales, marketing and support teams to access and use it;
Personalization at scale: By understanding customer preferences and behavior, a company can offer highly personalized products, services and messages;
Increased loyalty: customers who feel valued are more likely to remain loyal to the brand, increasing lifetime value;
Data-driven decisions: With valuable insights, CRM helps the company identify patterns, predict demands and make strategic decisions;
Operational efficiency: automating processes, such as sending emails and follow-ups, frees up time for professionals to focus on more strategic tasks.
CRM: A 360º view of the customer
The great advantage of CRM is that it provides a holistic view of the customer . It allows each interaction, from the first contact to the after-sales service, to be relevant and meaningful.
This requires everyone in the company, regardless of role, to be aligned with the mission of delivering an exceptional customer experience.
As Ronald Swift points out, CRM involves everyone from the receptionist who answers the first call to the specialist who makes a repair .
It is a collective effort to ensure that the customer receives exactly what was promised, with quality and punctuality. (3)
Therefore, adopting CRM in your company does not just mean buying software or training a team .
It is necessary to change the organization's mindset to place the customer at the center of all decisions. From product design to after-sales service, every detail counts.
CRM
What is a CRM for? Functionalities and practical applications
Today's market demands that companies create unique experiences for their customers . This is where CRM comes in as a strategic ally.