Regardless of size, every company engages in customer relationship management (CRM). When a company builds a customer list, tracks interactions with customers, designates activities to close business, or handles a customer problem, they are undertaking CRM-related activities.
Customer Relationship Management systems standardise, automate and share these activities across the organisation to improve these existing processes. CRM applications address four major functional areas. A CRM application integrates this information so companies have a complete view across these various activities.
- Marketing – Manage customer lists, identify prospects, create marketing campaigns, track success rates, capture leads for sales follow-up.
- Sales – Identify leads, manage sales opportunities and accounts, present product and quote information, forecast quota attainment.
- Customer Support – Handle customer cases, manage customer incidents, escalate customer issues.
- Collaboration – Manage activities and projects, share customer and product information, access third-party content.
HD Expertise has developed a customised CRM based on open source software, providing efficient solutions to manage customer relationships.
Next section: Customers