What is CRM

What Is CRM Software?

In the Dynamics Feed community, we spend all day immersed in the world of Microsoft Dynamics CRM. For those new to the world of CRM, even the concept of CRM can be alienating. So, we’ve decided to define CRM in this simple guide.


Define CRM

CRM is a phrase that was first coined in the 1990s and stands for ‘Customer Relationship Management’. In essence, it’s a term to describe the relationship you have with your customers. Simple, really.

What is crmWhether you’re a small business and you want to engage with your audience more positively, or you’re a massive corporation that is looking to modernise and get a better sense of how you can drive a more personalised customer service experience, it’s a good idea to have a solid CRM strategy.


CRM Software

You might have noticed that so far, we’ve not explained where technology fits into the picture. That’s because to define CRM, you really have to take a step back from IT and understand why CRM integration is essential for businesses and organisations of all shapes and sizes.

Now we’ve done that, we can go ahead and explain where CRM software comes into the mix.

CRM software gives business owners, marketeers, sales people, and everybody in between, the visibility to see how their customers engage with their business.

There tends to be three main aspects to every good piece of CRM software:

  1. Personalisation of customer experience
  2. Creating proactive experiences
  3. Creating predictive customer engagement

Let’s take these in turn, and see how they could impact your business.


Using CRM Systems to Personalise the Customer Experience

It doesn’t matter whether you’re a physical retailer, e-commerce business or you simply value the feedback of your audience, CRM software will enable you to add authenticity to your company.

What is crm

In a world of global organisations and business homogeneity, more than ever, customers want to be treated as people, and not as simple consumers. It’s therefore vital that you can personalise their experience.

Through smart CRM integration, you can make sure that each one of your customers feels unique. Engage with them directly on social media, plan a social strategy, and really listen to what they have to say. In the end, people just want to feel as though you’re listening to them, and if your CRM software can do that, you’re bound to improve their experience.


Using CRM Software to Inform Your Customer’s next Experience

Once you’ve engaged with your audience, it’s time to make sure that their next experience is even better. While improving the customer experience is a worthwhile task in and of itself, it’s also one of the best ways to improve sales. After all, happy customers might be more inclined to buy.

What an effective CRM strategy does, then, is find ways to improve the customer’s experience to improve sales. This happens through improved marketing automation, customer service and sales force automation.


Creating Predictive Customer Engagement through CRM Software

The final pillar of a good CRM system should be its analytics. If a business wants to improve sales through CRM integration, the best way to do so is to predict the behaviour of the customer, ensuring you’ve got a solution to their every problem.

High levels of reactivity can make an organisation seem disorganised, even when reactivity is introduced to make your employees appear more attentive to your customers’ needs. Instead, if you can predict what your customers will want before they even act using your CRM strategy, they’ll have a smoother experience. This should positively impact your bottom line.


Microsoft Dynamics CRM

There are plenty of great pieces of CRM software out there in the marketplace, but here in the DynamicsFeed community, we’re really only concerned with Microsoft Dynamics CRM. Dynamics CRM is Microsoft’s premium CRM software. If you’d like a great introduction to the latest version of Microsoft Dynamics CRM, check out this article.

Hopefully, you’re now more aware of the ins-and-outs of CRM and CRM software like Dynamics CRM. If you think you’re ready to employ a Dynamics CRM professional, visit our Microsoft Dynamics Jobs Board.