What is CRM?

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What is a CRM platform and how to choose the right CRM software for your business?

For every business, there comes a point where they must choose a CRM platform to manage and organize their business operations.

With the market offering umpteen number of options, the task of choosing the right CRM software can feel like a business decision involving the highest of stakes.

In this situation, you need to have an effective strategy to sift through the bulk of options and choose the CRM platform that’ll bring maximum benefit to your business.

Here, we’ll discuss what a CRM software is and how you can decide on the right CRM software for your business.

what is crm

Definition of the (right) CRM platform

If you are striving to choose the right CRM platform, you should have a definite and actionable definition for the term ‘CRM platform’.

This could help you sift and distinguish between the different CRM vendors in the marketplace. In turn, this will help you choose the CRM software that makes the best impact on your business operations.

The right CRM software will augment and improve your existing business operations to achieve higher operational efficiency and scalability. Ideally, a CRM software should comprehensively connect the different business touch points to streamline the flow of operations and data to achieve the best results.

Usually, a CRM software gets offered based on specific modules for each industry. This requires individual businesses to buy the different modules and then try to integrate the different solutions to achieve the best results.

Instead, an end-to-end CRM platform enables businesses to manage their entire operations within a single platform. This will allow you to streamline your entire operations and lets you manage your customer data within a unified and secure platform.

An end-to-end CRM platform lets you combine different operationssuch as sales, customerservice and operations. Within a cloud-CRM software, you can connect these different business touch points and streamline the flow of data.

With the CRM platform comprehensively connecting different touch points, it also automates the task of aggregating business data. In turn, this will enable you to start generating insightful reports based on collected data and consistently achieve successful business outcomes.

crm definition

What are the features of an ideal CRM software?

As pointed out, your business could benefit from having an end-to-end CRM system that improves the different aspects of your business operations. True to its name, this can include managing lead inquiries, sales management, managing customer interactions, daily operations and ensuring higher levels of customer satisfaction.

Rather than specific parts, the end-to-end CRM software can help you manage the different parts of business activity.

crm for small business

Lead management

In order to understand lead management system, we need to take a look at the sales process.

Simply stated, the goal of sales process is successfully converting the acquired leads into customers. But typically, most organizations have a limited lead to sale conversion ratio(>5).

In order to achieve conversion, a prospecting lead needs to be channeled through multiple stages of sales pipeline to achieve the final conversion. These different stages include lead acquisition, lead interactions, and the final sales conversion.

A lead management software helps you automate and simplify the different parts of the lead management process.

A lead management software combines the different lead channels such as website forms, lead forms, chat forms in a single dashboard. In turn, the lead management CRM automates different lead processing activities such as assigning leads, prioritizing responsesand improving the quality of your leads.

This will allow you to streamline leads, cut-down on response time, set an automated lead response timeline or even set the approval of new orders.

You can also set-up and follow a lead follow-up sequence that will help you increase the conversions.

By handling all the different lead-related activities through a single platform, you can cut-down on the time for processing leads and provide better lead responses.

This will definitely help you boost the number of conversions.

Sales management across the board

Today, sales is a fast-paced process that demands nuanced communication and decision-making skills. Normally, the sales manager needs to continuously divide his/her attention between different prospects.

A sales management system can unify and streamlinethe different sales processes within a single cloud platform. Here are some ways a sales CRM could become a force multiplier for your sales team.

A mobility-first sales CRM enables the managers to take remote decisions on all the deals. The sales funnel categorizes prospects based on their current interest levels. A sales manager can simply assign individual leads to sales agents, track the progress of individual deals etc.

Also, the entire sales team can save valuable field time that could be wasted at mundane data entry tasks.

By connecting the different touch points, you can also automate the aggregation of business data within the CRM platform. This helps you generate the most in-depth and accurate reports about the performance of your business.

In short, sales CRM helps you automate and streamline your sales processes to generate higher revenue.

Employee Task Organization

In order to perform at its best, all organizations need to communicate clear instructions and tasks to each employee. But most employees and teams face confusion or even conflict around their daily operations.

In this situation, you need a system to organize employee daily task on a regular basis.

A CRM platform can implement a clear hierarchy for your entire workforce. Within this system, you can assign and streamline the right tasks to the right employee. You can easily assign and streamline the right tasks to the right employee.

Afterward, you can also set automation rules to decide which particular tasks get assigned to an individual employee.

The cloud-CRM platform also tracks and aggregates data concerning your employee activities. This allows you to generate reports about the individual tasks and activities.

Integrated helpdesk software

A business should have the infrastructure and manpower to successfully answer queries or resolve issues of its pool of customers. For a running business, it may not be always possible to increase the size of support team along with the expanding number of customers.

A helpdesk software or customer service CRM platform enables a business to manage large volume of customer inquiries, while effectively ensuring a higher quality of customer correspondence.

Within the helpdesk software, the ticketing dashboard converts each customer interaction into a ticket form. The Omni-channel integration streamlines different customer inquiry channels into a single dashboard.

After completing the ticket, you can also collect data on customer satisfaction for a particular query based on the NPS score.

All-round flexibility to boost team function

Each business is inherently different with its own challenges. Normally, a CRM software may not be able to fulfill all these requirements right out of the box.

In this situation, the teams should simultaneously use multiple systems in parallel. In this situation, which could lead to discontinuity in the workflow or operational inefficiency.

Instead of the inefficient multitasking between applications, a flexible CRM system lets you integrate 3rd party software for that particular business application.

Within a customized CRM platform, you can connect different parts of the business process to scale a more efficient process.

  1. Create continuous organizational workflows

  2. Receive leads from different 3rd party industry portals

  3. Start managing complete order, accounting, and payments in a single platform

  4. Maintain the latest updated data across the board

  5. Share and manage customer intelligence.

In this way, a flexible CRM system can integrate multiple 3rd party software to create a comprehensive workflow to manage your entire operations.

Inbuilt customer profiling platform

In order to achieve continuous growth, a business should be able to acquire inside-out understanding of its customers. A marketing survey and research can potentially throw light on specific parameters about your buying audience. This includes parameters such as age group, demographics or preferences.

In this place, a CRM-based customer profiling helps you come up with a much more detailed picture of your target audience.

A well-implemented CRM software can comprehensively cover all the business-customer interaction points. This allows you to comprehensively collect customer data, enabling you to create a complete picture of your customers.

Based on previous customer interactions, the CRM platform can collect information about a range of factors including customer taste, preferences, previous purchases, service interactions etc.

This data also lets you segment customer interests and generate reports that give you actual customer intelligence.

What are the benefits of having an end-to-end CRM SOFTWARE?

Ideally, your business should be handled as a comprehensive end-to-end business process.

In the course of a normal working day, a business may need to handle multiple parallel activities. A well-implemented CRM software can help you accelerate the multiple ongoing activities within a single platform.

By having the right CRM software, you can tailor a business operations strategy to manage your entire business activities. The right CRM software benefits you through a continuously repeated process. This will improve the proficiency of your entire business process.

Unlike any other software, a CRM software doesn’t just undertake one single activity. Instead, a well-implemented CRM system enables you to optimize multiple ongoing activities. This will help you achieve a higher efficiency for your different activities.

Let's look into the benefits of using the right CRM software.

  1. Encourage a higher speed of operations

  2. Organize team operations for quicker turn-around

  3. Maintain easy access to your entire team vertical

  4. Mobility-first platform to manage team operations

  5. Create custom solutions for customer problems

  6. Create an easier workflow for a specific activity

Let’s discuss some of those benefits in detail.

benefits of crm

Generate higher speed for business operations

Today, all businesses are required to be quick and agile within the scope of their daily operations. For this, your business should possess a higher efficiencyin their daily operations.

On a normal working day, a normal business might be beset by multiple factors that slows-down the daily operations.

For example, let’s consider you are a distributor taking a new customer order. Between the retailer issue and completing an order, there are multiple steps to be completed such as invoice, quotes, delivery process etc.

Potentially, any of these parts could possibly slow down your order completion process.

A CRM platform can unify these multiple parts involved in the order completion. It also combines the updates about your latest orders in a single dashboard. This allows you to streamline your entire operations to achieve a higher efficiency.

Leverage the power of business analytics

For a digital marketer, the Google analytics software can aggregate business data and generate precise reports. This forms a precise idea of what’s working and which parts of the online web presence require serious work.

This involves two parts namely aggregating the necessary data and generating reports using that information.

Likewise, the business analytics software aggregates in-depth business data. Afterwards, an inbuilt CRM reporting engine could generate accurate reports based on this data.

By generating 360-degree reports, the businesses can now make better-informed decisions concerning your business operations.

A well-integrated CRM software automatically covers the different business touch points.

This will enable you to streamline the data across different touch points concerning your ongoing operations. You will also be able to drill down and review particular aspects of your business operations.

In this way, you can create insightful reports that will help you make better decisions concerning your business.

Mobility-first operations

If you have your team members at different geo-locations, it's possible that your ongoing communication is fragmented and disconnected. In this situation, an online CRM solution may not be adequate to connect and combine the different ongoing operations.

In this situation, a mobility-first CRM system helps you bring your entire team operations within one unified CRM platform. A mobile CRM allows you to send automated messages, send and approve customer orders, set and edit field transit plans, generateautomated daily sales reports etc.

For salespeople, the mobility-first platform lets you cut back on the response time (FRT) associated with each customer interaction. This dramatically increases your chance of building a long-term relationship with a customer.

In this way, a mobility-first CRM platform enables automated updating of information connected to your business performances.

Create smarter workflows to manage business-specific activity

The right CRM solution can help you optimally manage your workflow, helping you make it more time and resource efficient.

Often, you may encounter a situation where you need to carry-out specific activities as a part of your daily business operation. In this case, a generic CRM solution may not be able to achieve this objective.

In this situation, you need a customized CRM platform that will enable you to undertake specific tasks in a much easier way. This will help you create a workflow within your business operations. In turn, this will help you improve your operational efficiency as well as conceive a smarter business flow.

For example, let’s consider a situation where the service center representative needs to visit a customer location, then recognize an issue and procure a specific spare part.

Under normal circumstances, the service center personnel needs to pay multiple visits to a customer location to complete a replacement. Needless to say, this turns out to be costly for both service center and the customer. In this situation, a service center CRM can create an alternate workflow to procure a specific spare part and resolve the customer issue. Later, the service rep needs to visit the customer location and fix the product.

If you want to learn more, you can click here to learn more about service center operation.

This will help you increase your customer satisfaction and drive more product sales.


The right CRM software helps both small and large organizations to manage and optimize their business operations across the board. An end-to-end CRM platform enables you to streamline your entire business operations and achieve higher operational efficiency.

A customized CRM platformcan connect different parts of the business process to create a more efficient organization. It’ll help you to

  1. Create continuous organizational workflows

  2. Receive real-time data from different 3rd party industry portals

  3. Start managing complete order, accounting and payments in a single platform

  4. Maintain the latest updated dataacross the board

  5. Share and manage customer intelligence.

A unifying CRM tool can help your team to handle their daily work organized through a straight-forward workflow. This will enable you to collect, organize and manage the business data through a single platform. The right CRM platform will also help you deliver much more user-friendly customer experience.