Top 6 benefits of a CRM system

Written by
Neal Venter

CRM systems have taken the world by storm. As they developed over the years, it’s become difficult to ignore the benefits that they bring to any business. These Customer Relationship Manager systems ultimately lead to better connections with your customers, driving sales and increasing client retention. 

But, a CRM is in fact much more than that. If well implemented, it can become the foundation of your business and catapult your business ahead of your competition.

From automating essential tasks to getting an overview of communication history, a CRM is a system that will ultimately help you to make more money. Content customers are the key to success for any business, and a CRM will help you to achieve that.

1. Improved customer relationships

Customer service is a top priority for any business. Any customer that is treated well will be more likely to use your business — and come back in the future. By using a CRM, your business will cultivate a lasting and meaningful relationship with customers, rather than simply taking their money. 

A well-engineered CRM keeps your customer history with your business, interactions with your team, and personal data such as their job titles, birthdays, and relationships with other contacts in your database - at your fingertips. Having this ‘cheat sheet’ of information available will give your sales, marketing and customer service teams a competitive advantage when it comes to caring for your clients and building a solid relationship with them on a more personal level.

Using a CRM allows you to personalise each customer’s experience based on their interests and needs. This makes them feel more appreciated and valued...

2. Centralised customer data

When a CRM system becomes the foundation of your business, it becomes a centralised database that collects everything you know about your customers. From the moment potential customers signal their interest in your business, the CRM will be able to collect several different pieces of information about them. All of this information is available at your fingertips, with each of your business’ departments and your key stakeholders having access to this information.

In theory, it might not be clear as to why this system is so helpful for your business, but if we put it into practice the benefits of having this centralised database become evident. With all of the data in one place, anyone in your sales, marketing, or customer service department can analyse purchases, problems the client experienced, and much more, which allows them to get a quick overview of any given customer at any time.

3. Increased customer retention

While a CRM can be an excellent tool that allows you to find and nurture new leads, it can also be used to keep your existing customer base. High customer turnover rates are damaging for any business, and if you want to keep your customers coming back, then a CRM might just be the ideal tool to help you do so.

Actionable or scheduled tasks can be created for the sales and marketing teams to follow up on customers when their products reach the end of their life cycles or when an updated product is released. In our bustling modern world, it’s often easy for a customer to forget about their product reaching the end of its lifespan and needing to be replaced. With the business regularly following up, the customer will also be assured that they are valued by the business, making them less inclined to move on to another business.

4. Data-driven decision making

CRMs allow you to create different dashboards to display all of your information. A CRM will surface important data and metrics, comparing them with previous periods in visually appealing graphs and tables. This allows your team to analyse your customer base more closely and make decisions based on who your customers are — allowing for more effective personalised marketing.

A CRM will be able to display the demographics of your customer base, the industries they work in, and even their job titles. You can then segment your customers into different categories and send them targeted marketing campaigns or allow your sales team to customise their approach based on the information they have available to them.

5. Automated processes

Better CRM systems allow you to automate time-consuming tasks that can distract your team from doing their core work. Whether it’s sending out thousands of personalised sales emails based on the customer’s location or forecasting your sales, your CRM can be programmed to automate less important tasks.

Automating processes allow your sales, marketing, and customer service teams to focus on the important tasks and get their jobs done quicker. Automation is one of the most important benefits that a CRM can offer, and it’s something that every business can take advantage of.

6. Better communication

CRMs help businesses to communicate in a more streamlined manner both internally and externally. Most CRMs allow team members to access deals, and emails, create notes or even send messages to one another inside the CRM. This system allows team members to collaborate seamlessly, even across departments and physical locations.

When it comes to external communications, a CRM allows team members to set up autoresponders or schedule messages and track and log emails to clients. In terms of communication between a business and its customers, speed is essential, and responding to a client’s request in the shortest space of time is critical — even if that’s a generic autoresponder. Team members can view the full conversation history between the business and any given customer, allowing them to maintain one unified voice and style. If one team member is out of the office, for example, another team member can simply jump onto a customer query and seamlessly pick up where the conversation left off.

Final Thoughts

Customer Relationship Management systems have been a game changer for all businesses. No matter what industry the business is in, CRMs have become essential in our fast-paced society. There’s a whole host of benefits that come along with implementing a CRM into your business, but overall, it’s an excellent tool that will help you to drive more sales and keep your customers happy.


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