The use of CRM in companies has intensified during the COVID-19 pandemic. Broadly speaking, the health emergency accelerated the need for sales teams to change the ways they interact with customers and between teams.
According to Zendesk’s latest sales report , sales teams have changed the way they do business. Servicing existing accounts and growing operations is the primary goal of SMBs vatican city email list looking for tools to support their efforts. Increasingly, sales teams are considering adopting full CRM solutions or scaling their own systems to more robust solutions.
If you are part of this group of companies and want to know the main uses that you can give to a CRM, in this post we tell you:
What is the use of CRM in companies?
CRM ( Customer Relationship Management ) software is a technological solution designed to manage relationships between companies and customers at the sales, marketing and customer service levels. The main use of CRM in companies is that it allows them to quickly and efficiently manage customer information and generate more sales opportunities; because it organizes and manages all stages of the customer life cycle in an integrated way. In this way, all teams work in harmony.
automation of administrative tasks, such as registration and sending follow-up emails;
data analysis to generate insights.
What types of CRM exist
Depending on your needs, you can find different applications of this software or types of CRM .
Operational CRM: centralizes and integrates sales, marketing and customer service functions. Its focus is on automating customer management and some of its key functions are:
What is CRM in sales?
It is the type of CRM that manages the relationship with customers throughout the entire purchasing cycle. That is, from the moment you have a lead until they become a customer, and even during after-sales service .
CRM in sales also helps you capture the best opportunities. Its analytical function allows you to rely on accurate data and work only on the leads that have the highest chances of becoming customers.
Analytical CRM: A second type of CRM is analytical. With it, you can gather all the customer data that comes into your company and use that information as input to improve your business strategies.
The use of this type of CRM in companies is based on taking advantage of data such as consumer behavior to guide sales plans and promotional actions.
Read also: Structure of a sales plan: 7 pillars for success .
Collaborative CRM: Helps integrate work teams by making customer data available to keep all departments up to date. In fact, in the aforementioned sales report, 26% of sales leaders say that customers expect close collaboration between work teams.
CRM use cases – the case of iVoy
Now that you know what a CRM is and what it is used for, we show you a concrete example of CRM use in a company and its results.
Mexican startup iVoy specializes in document and goods delivery in Mexico City. Although its focus was on serving the B2C market at the start, the company soon saw opportunities in competing with giants like Amazon and Mercado Libre. And so it did! It gained big clients, like Adidas and Walmart, and began building its ecommerce customer base.
But with big clients came big challenges. iVoy noticed a lack of insights for engaging with its customers. Without an integrated CRM, team members didn’t have a clear picture of who was interacting with customers and how, which made cross-team collaboration difficult.
After implementing Zendesk Sell as their sales CRM, the company realized that:
It is “ridiculously” easy to use;
significantly reduces lead conversion time (can be done with just one click);
reduces the time and difficulty level of making initial contact with customers, and the time sales reps spend at each stage of the pipeline.
Learn the full story of iVoy here.
Learn more about the use of CRM in companies
Now that you know what CRM does for a business, check out Zendesk’s sales CRM software , which gives reps access to integrated tools that provide the overall context of a customer account in one central place. This keeps them informed and empowers them to take advantage of opportunities.
