CRM Overview and Benefits

What is CRM?

• CRM stands for Customer Relationship Management.
• Technology used to track and manage customer and potential customer information.
• Helps in building and maintaining great relationships with customers.
• Initially focused on sales; now used across various departments:
  • Sales
  • Marketing
  • Service
  • Commerce
  • IT

Core Benefits of CRM

• Centralization: All important customer information and company data are centralized.
• Access: Teams have access to the right information to deliver seamless, connected customer experiences.

Practical Example: Carol's Scooter Dealership

• Scenario: Carol owns a network of scooter dealerships. She effectively uses CRM.
• Case: Customer Celeste shows interest in a scooter by configuring it 43 times.
  • Automated Marketing: Celeste receives an automated email prompting her to visit the dealership.
  • Personalized Sales: On arrival, the configured scooter and recommended accessories are ready, leading Celeste to make a purchase.
• Departmental Integration:
  • Sales & Marketing: Coordinated efforts to drive Celeste to purchase.
  • Service: Provides tips to Celeste for caring for her scooter.
  • Commerce: Uses insights to create a personalized storefront for Celeste.
  • IT: Builds community apps for scooter lovers.
  • AI: Predicts customer preferences and suggests new additions.

Additional Benefits

• Analytics: Provides actionable analytics to improve decision-making.
• Employee Satisfaction: Makes employees happier by equipping them with useful insights.
• Customer Satisfaction: Keeps customers like Celeste happy and engaged through personalized, seamless interactions.

Key Takeaway

• The right CRM helps businesses focus on the customer and unites all departments towards a common goal: customer happiness.