Properties of a CRM system
The characteristics of a CRM system are versatile and are constantly evolving. Here we list the core functions of ordinary CRM software and consciously distinguish them from each other. However, it is important to understand that CRM systems are primarily used to promote exchange between the different departments. As a result, you can fully monitor and accompany the customer journey.
General Properties of a CRM System
Central company & contact management
All contact details of your customers, from the address to personal preferences, can be collected in the electronic customer file. You retrieve them centrally from a database. With practical quick registrations, new customers are easily designed. The CRM system even protects against duplicates.
Coordination of appointments & tasks
Usually, a CRM system provides functions to coordinate internal and external appointments. This usually includes group appointments, which is particularly convenient for team consultation. This includes the management of tasks. These can then usually be assigned to a specific person or team, for example within a project.
Internal & external communication
Many CRM systems include instant messaging capabilities. Or features for sharing relevant content. This supports the exchange between employees, but also customers and partners. Please also refer to the topic of time management.
Is your company already working with specific e-mail clients or automation software? Then it often makes sense to integrate them into the CRM system (See video: CRM Outlook integration). You save work steps in the workflow. In addition, the data obtained can be used for evaluations within the CRM system.
Dashboard Features, Reports & Analytics
Dashboard features are incredibly handy for the individual flow of information. You can easily retrieve figures, forecasts and reports, depending on your department and relevance. But also expand useful widgets*. Dashboards are especially useful for managers and managers to keep an overview.
All functions in a modern CRM software
Functions for sales as fundamental properties of a CRM system
Opportunity Management & Sales Control
You track step by step how your lead becomes a customer. You qualify customers, create pipeline activities, tasks, and goals. Resubmissiondoes not create an opportunity.
Offer tools make it easier to create quotes. Also on site at the customer’s premises. For example, by using business rules, automated calculations, discounts can be included. As a way, special prices for customers cannot be lost.
Reporting, Analysis and Forecasting (Forecast, Pipeline),
Business Intelligence (BI)
Reporting, analysis and forecasting functions make it easy to evaluate the collected data. The results are then quickly to be seen. Managers and managers can make necessary decisions at short notice based on up-to-date data.
Key features of a CRM system for marketing
It is intended to help marketing collect, enrich and forward the leads from campaigns, events or the website, for example. He continues to work on them. Insights from data analytics help marketing target groups more closely narrow down and identify sources for valuable leads. (See also the video: Optimally supported by the lead to the job)
Marketing automation features make it easy for employees to plan, run, track, and evaluate successful campaigns or events. In addition, tracking features can generate leads and allow valuable statements about potential customers. Uniform templates and transparent material management ensure a “one-customer oriented.
For the important service. functions in the CRM system.
Case & Skill Management
It is especially important for the service to keep an overview of the customer’s service requests. He must respond to this as quickly and positively as possible. The CRM system helps by automatically answering incoming mails. The customer feels perceived.
In each case, a service ticket is created, which can be processed gradually. If the case data is correctly recorded, the service ticket is then assigned directly to the service representative responsible for this.
Self-service is often referenced in automated reply emails. With the relevant information, customers can often help themselves. This makes the customer satisfied, because waiting time is no longer necessary. It also has a cost-cutting effect on the company, as fewer staff have to be paid, etc.
Complaint & Complaint Management
Similar to case management, a CRM system supports storage, overview, and prioritization capabilities to ensure timely resolution or handling of the problem.
Field service and skill management
For the organization of the service field service, functions in the CRM system are extremely practical. Centrally available information provides quick and easy information to see when which field worker is available. But also whether he has the necessary skills (skill management).
This allows appointments to be made easily and the customer is likely to be helped in a timely manner. Customer satisfaction is an important keyword here.
A help desk provides optimal support for your employees. This allows problems to be resolved quickly and the focus remains on the customer.
*Information from other sources and actions related to it that are in context with the called CRM data. These can often be easily configured in CRM itself.
The detailed CRM checklist Requirements Overview shows you more details about the properties and CRM processes of a CRM system.