What is CRM?

Everything you need to know about CRM and why it's so important for your business.

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CRM is an abbreviation for Customer Relationship Management. It’s a system used to build and manage customer relationships.

A CRM system helps businesses manage all the interactions it has with customers and potential customers. With a CRM system, customer preferences are recorded, and customer activity can be tracked. So every time they are spoken to, regardless of who they talk to, customers get a fully personalised and consistent experience.

CRM software helps organisations streamline their processes and workflows so that every part of the business is on the same page. Sales and marketing teams, especially, rely on CRM to create collaboration and improve their productivity.

The overall aim is to provide more engaging customer experiences, increase customer loyalty and retention, and drive business growth and profitability.

Check out this brief video to learn more

How do I choose a CRM system?

Selecting a CRM solution that fits your needs (and your wallet) can be tough. Before you invest in a particular system, it's important to be clear about your priorities, IT competence, and budget right from the start. Our free CRM guide will help you make the right decision.

Download the guide

A survey conducted on Act! customers revealed that 75% of users believe that their CRM software helped them grow their business1.

So how does a CRM system work?

Take a free self-guided tour of Act! to get to know its diverse set of features and explore how it can help you achieve your business goals.

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Moving to a Cloud solution?

Learn more about Cloud computing solutions and download our free guide 'Moving to a Cloud solution: 35 questions for you and your vendor'.

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Wrapping up

Here’s a quick summary of what you should know about CRM:

  • Definition of CRM: CRM is an abbreviation for Customer Relationship Management. It’s a system used to build and manage customer relationships.
  • CRM system: A CRM system is a technology, which helps a business keep the information of all its customers, leads and prospects stored and organised in one place.
  • Importance of CRM: With a CRM system, a business ensures that it establishes long-term relationships with its customers and streamlines processes to improve customer service, and drive business growth and profitability.
  • Benefits of CRM: Building lasting customer relationships, streamlining and automating processes, creating better collaboration and communication, better pipeline management, and increased revenues
  • Who needs a CRM? Sales, marketing, and customer service teams, as well as small business owners.
  • On-premise v.s Cloud CRM: A Cloud CRM is a CRM system that uses Cloud computing technology to host your CRM application. A traditional CRM system hosts your customer data on a server.
  • History of CRM: Pat Sullivan and Mike Muhney released the first-ever CRM in 1987 by the name of ACT!.

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1 Customer survey conducted in 2017 among Act! customers. Based on 721 responses.

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