3 Key Functionalities of CRM


“CRM software is becoming indispensable part of every business in this vying business scenario”. The statement is undoubtedly legitimate and it stands true on the basis of three key functionalities of CRM that make this wizardry occur. The three magical CRM Functionalities are:

  • Sales Force Automation
  • Marketing Automation
  • Customer Service Automation

CRM Functionalities

Sales Force Automation:

Sales are crucial to the success of every business. At some instances, business owners sell their product and at others, they barter their services hence the core idea behind every business today is sales. Understanding the key role of sales for every business, CRM softwares offer sales force automation system to improve sales strategies and help boost potential of sales professionals by facilitating them in identifying their opportunities. With the use of sales force automation, sales personals can expeditiously manage their contacts, accounts, pipelines, and related activities. Another glory of this system is the forecast functionality that helps sales directors to generate accurate and timely forecast reports. These reports fuels informed decision making and help manage quota performance across team and territories.

Sales force automation system entangles a lot of meaningful functionalities such as activity management, alerts and notifications, opportunity management and task management etc. The “Activity Management” lets you control all the activities taking place in your organization. “Alerts and Notification” feature notifies you when a task gets completed or anything that you want to be notified about. “Opportunity Management” gives you an opportunity to follow a lead that you can turn into an opportunity and eventually a happy customer and lastly the “Task Management” enables you to manage all the tasks in your organization without ever having to leave your seat.

Marketing Automation:

Organizations invest heavily in marketing to supercharge their business’s operational efficiency and grow revenue. Supporting the magical influence of marketing, CRM software offers functionality called marketing automation. Marketing automation is a handy tool that helps you take your marketing efforts to the next level while saving your resources in a long run and assists you in nurturing leads through proficient automated campaigns. These campaigns drastically enhance the customer engagement in a cost effective manner and make you grow.

Incorporating proficient business strategies, efficacious marketing processes, and dynamic automation technologies, marketing automation feature of CRM helps businesses with lead acquisition, lead scoring, lead nurturing, and lead assignment. The feature integrates closely with Sales Force Automation to ensure that leads are effectively passed between marketing and sales departments. To cater to the basic marketing needs of a business, CRM’s marketing automation allows entrepreneurs to develop, launch, and track campaigns and other marketing offers to customers. The big umbrella of marketing automation entangles bulk modern marketing practices such as lead generation; segmentation; cross-selling and up-selling; ROI analysis etc.

Featuring email marketing; newsletter based campaigns; and non-email-based campaigns such as SMS campaigns and conference calls campaigns etc., marketing automation solution of CRM enables business owners to adopt fully optimized technology that can lessen the burden and increase profit.

Customer Service Automation:

The hectic chore considered in every business is customer service, but it is no longer something that the companies can flaunt. Customer service has become a mandatory part of the business in this modern world where people have a number of choices available and they have the authority to choose anything that pleases them in the terms of product quality and fulfilling customer relationship management. Reducing tedious aspects of customer service process, CRM software automates customer service and delivers automated services that enables the entrepreneurs and marketers to distinguish their product or services through personalized communication with their clients in this challenging business environment.

Customer service automation is the key to enhance corporation’s profitability. The core philosophy of this customer-centric feature is to create and enhance the relationships with customers. For the purpose, an amalgamated knowledgebase of support information is created in CRM that enables customer service representatives to ameliorate customer satisfaction with timely delivery of accurate services. Using CRM’s customer service automation, one can easily improve his customer relationships management as the feature supports trouble ticketing, management of interaction history and escalations, customer case tracking, management of product problems, responding to customer inquiries, and sharing customer service information across the entire organization. The feature facilitates automation of service scheduling and adjustment of resource assignments in real time to meet high priority requests.

Collectively, all the three practicalities of CRM software allow businesses to progress with minimal human effort and great efficiency.

Looking to adopt a CRM, You can check out this Infographic of 13 popular CRM Systems

How do you use your CRM? Is your CRM capable of performing any additional functions, let me know in the comments section below.

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