The simplest program that collects data on customers and interactions with them already fits the definition of a CRM system. There is no single standard or requirement for functionality. Each company independently chooses which tasks the program will solve. Let’s consider an example of how an average CRM-system model works.
Every customer request is registered in the system. After that, an automatic sales funnel is launched, which helps the manager to successfully complete the deal. Source
Application. A request is received by the company. The program determines the channel the client came through: phone, mailing list, organic search, Internet advertising. Then records the request and assigns a manager.
To do this, the CRM-system includes IP-telephony, messengers and e-mail. The program records the calls, saves the correspondence, records the quantity and quality of contact with the customer. Calls and requests are turned into tasks for managers and are not lost.
Sales funnel launch. An automated funnel script launches from the first contact and tells the manager, step by step, how to bring the customer to close the deal. The program reminds of the call, issues an invoice, and sends the contract to the lawyer for approval. It’s important to customize the script to suit the characteristics of the business and the products the company sells.
Interaction Strategy. Depending on the client’s response, the service builds an interaction strategy. For example: to prepare and send a personalized offer, start an e-mail mailing, targeted advertising, conduct telephone conversations, make an appointment. Separate modules are developed for this task or CRM-programs are integrated with marketing and advertising services.
Analysis of effectiveness. The system will collect data and prepare a report on key business metrics. For example: KPI – key performance indicators for managers, POI – return on investment, LTV – lifetime customer value. The program analyzes the funnel by stages and shows weaknesses.