CRM
software is
the technology that enables companies to improve their interactions with
clients, prospects, contractors, and business associates. It contributes to the
operational efficiency and long-term success of a business, as it manages customers and their information
through integration of data from diverse sources, such as the billing
department, tech support, sales, and others. Such data includes customer
purchases, complaints, requests for assistance, and the like. This eases the
flow of collaboration between the different parts of the organization (e.g.,
back office and front office), making way for faster response times and
improved customer experience.
As per TechTarget, common CRM software features include:
- Marketing automation. CRM tools with this capability can automate routine tasks, such as sending how-to guides to new prospects through social media or email, or thank you/welcome messages through snail mail. The goal is to advance them through the sales lifecycle.
- Sales force automation. This feature ensures there is no duplication of effort between sales professionals and customers.
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