CRM is an acronym used for the expression customer relationship management, which means customer relationship management. It is a set of strategies and actions used with a focus on the customer, so that companies can offer their consumers products and services that meet their needs.
The customer relationship management tool, through data collection through software, brings together information that can help improve the practices adopted by companies in their relationship with customers.
What is CRM for?
CRM is a marketing tool, composed of different types of actions that are used to analyze the efficiency of the company's communication with its customers. The purpose of CRM is improve the relationship between the customer and the company.
The techniques and data collected through the relationship management system must be used so that the company can meet the needs of its customers in the most satisfactory way possible.
The tool serves to help a company to understand what these needs are, in addition to being a tool to improve sales of products or services offered.
Customer relationship management works through the use of marketing technologies, especially through the collection and storage of data from old customers and potential new ones. customers.
The register formed can be used to offer services, maintain a list of purchases and services used by the consumer and monitor the relationship and communication history between the customer and company.
CRM Objectives
Through customer relationship management, companies can decide strategies and define actions to meet the demands of their customers.
This means that the practices adopted by companies, based on the information obtained from the CRM, will be used with an exclusive focus on the needs of consumers.
Thus, some of the goals that can be achieved through this tool are:
- monitoring the relationship between the company and its customers,
- organization and improvement of the company's internal and external processes,
- make customers loyal consumers of the brand (loyalty),
- planning of future actions with a focus on the customer,
- collection of data that help reduce company costs,
- increase in profit by offering more adequate services and reducing costs.
How does CRM work?
CRM is a management tool formed by a set of data and strategies developed and applied with a focus on customer relationships.
The operation of the CRM system takes place from a software which has several data control functions. These functions serve to track and manage a company's relationship with its customers and potential new customers.
Record of the relationship history between the company and the customer
This is one of the most useful tools in CRM. It is the storage of data related to a company's relationship with its customer, such as:
- history of purchases made,
- services already provided,
- contacts made between the company and the customer,
- after-sales service records.
Storing this type of information allows the company to assess its strategies and take steps to improve and personalize customer service. Thus, the company can focus on the needs and individuality of each consumer or group of consumers.
Future action planning
The data collected can be used to give the company more clarity about what products or services can be offered to its customers.
With the data collected and organized, companies can plan future marketing actions, new sales campaigns and personalized service offers, with a focus on individualizing each type of client.
regional Council of Medicine
The acronym CRM can also refer to the medical CRM, a kind of professional identification, offered by the regional Council of Medicine.
All physicians must have a council registration number, without which they cannot practice. After receiving the diploma, physicians should contact their state's Regional Council of Medicine to register.
The Regional Council of Medicine is a body that monitors the professional performance of physicians, preventing people without adequate training and registration from exercising the profession.
Learn about other planning tools, see the meanings of Benchmarking and SWOT.