Customer relationship management (CRM) software, by definition, manages your customer relationships. It houses all the data points for your current and potential customers in one place. However, CRM capabilities extend beyond clients, and can also keep detailed data about partners, resellers, co-workers and more.
Large companies with satellite offices around the country, and even all over the world, have a lot of employees. If a person working in Phoenix needs to reach out a New York counterpart, a CRM system can make this a simple and informed process.
Sometimes businesses work with similar companies that resell their products. Resellers would benefit from having access to a CRM-driven portal for registering leads and collaborating with salespeople.
Similar to resellers, you frequently work with various people in different companies. From the person who restocks your coffee to a partner business, keeping a record in an easy-to-find place has merit.
CRM can also play a huge role in service desks. Do customers need a login to submit tickets? Do they want to see their past orders, or track the status of a current order? In an educational setting, where the “customers” are students, a CRM-like system might be used to manage courses or check grades.
In all of these situations, the goal is the same: Using all available data to create a 360-degree view of the customers. It doesn’t matter what the source of the data points come from — even third-party vendors can play a big role — the important thing is that all of this customer data is piped into a CRM system. The more robust the customer data, the better the relationship with the customers can become.
A CRM system can mean anything from a marketing-automation service to a back-end reporting tool for your customers and more. Learn your definition by checking out this informational white paper.