3 Key Functions of a CRM


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

  • Sales Force Automation
  • Marketing Automation
  • Customer Service Automation

CRM Functionalities

Sales Force Automation

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

A 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 else that you want to be notified about. “Opportunity Management” gives you an opportunity to follow a lead that you can turn into a sale won 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 in order to supercharge their business’s operational efficiency and to grow revenue. Supporting the magical influence of marketing, CRM software offers a 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 the long run and also assists you in nurturing leads through proficient automated campaigns. These campaigns drastically enhance Customer Engagement in a cost-effective manner, helping you grow.

Incorporating robust business strategies, efficacious marketing processes, and dynamic automation technologies, the marketing automation feature of CRM helps businesses with lead acquisition, lead scoring, lead nurturing, and lead assignment. The feature works 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 call campaigns, etc. marketing automation solution of CRM enables business owners to adopt fully optimized technology that can lessen the burden on the staff and increase profits.

Customer Service Automation

One of the chores considered most hectic 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 businesses 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 or customer experience. Reducing the tedious aspects of it, CRM software automates the customer service process and delivers automated services that help the entrepreneurs and marketers distinguish their products or services through personalized communication with their clients in this challenging business environment.

Customer service automation is the key to enhancing a corporation’s profitability. The core philosophy of this customer-centric feature is to create and enhance relationships with customers. For this purpose, a consolidated knowledge base of support information is created in CRM that enables customer service representatives to ameliorate customer satisfaction levels with the timely delivery of accurate services. Using CRM’s customer service automation, one can easily improve customer relationships since 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 three practicalities of CRM software allow businesses to progress with minimal human effort and great efficiency. Moreover, if you want to boost the efficiency of your team, drive high sales and develop meaningful customer relationships, you must leverage RT SalesMap Mobile App for sales field management to optimize the time of your sales team in the field and win more business.

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 us know in the comments section below.

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