The Role of Customer Management
in Your Business


If you want a better client/customer experience, you need to read on. A CRM system can help you do this and become more client-centric in your business plan. We have compiled this article to help you determine the best approach/system that can help you manage your client information.

[1]In the commercial world, the importance of retaining existing customers and expanding business is paramount. The costs associated with finding new customers mean that every existing customer could be significant.

The more opportunities a customer has to conduct business with your company, the better. One way to achieve this is by opening up channels such as direct sales, online sales, franchises, agents, etc. However, the more channels you have, the greater the need to manage your interaction with your customer base.

Customer relationship management (CRM) helps businesses gain insight into the behaviour of their customers and modify their business operations to ensure that customers are served in the best possible way. In essence, CRM helps a business recognize the value of its customers and capitalize on improved customer relations. The better you understand your customers, the more responsive you can be to their needs.

CRM can be achieved by:

  • finding out about your customers’ purchasing habits, opinions and preferences
  • profiling individuals and groups to market more effectively and increase sales
  • changing the way you operate to improve customer service and marketing

Benefiting from CRM is not just a question of buying the right software. It would help if you also adapted your business to your customers’ needs.

Types of CRM solution

Customer relationship management (CRM) is essential in running a successful business. The better the relationship, the easier it is to conduct business and generate revenue. Therefore using technology to improve CRM makes good business sense.

CRM solutions fall into the following four broad categories.

Outsourced solutions

Application service providers can provide web-based CRM solutions for your business. This approach is ideal if you need to implement a solution quickly and your company does not have the in-house skills necessary to tackle the job from scratch. It is also a good solution if you are already geared towards online e-commerce.

Off-the-shelf solutions

Several software companies offer CRM applications that integrate with existing packages. Cut-down versions of such software may be suitable for smaller businesses. This approach is generally the cheapest option as you invest in standard software components. The downside is that the software may not always do what you want, and you may have to trade off functionality for convenience and price. The key to success is to be flexible without compromising too much.

Custom software

Consultants and software engineers will customize or create a CRM system and integrate it with your existing software for the ultimate in tailored CRM solutions.

However, this can be expensive and time-consuming. Therefore, if you choose this option, carefully specify what you want. This will usually be the most costly option, and costs will vary depending on what your software designer quotes.

Managed solutions

A halfway house between custom and outsourced solutions involves renting a customized suite of CRM applications as a tailored package. This can be cost-effective, but it may mean that you have to compromise in terms of functionality.

[2]Why CRM benefits businesses

The use of CRM systems can benefit organizations ranging from small businesses to large corporations through:

  • Having customer information such as past purchases and interaction history easily accessible can help customer support representatives provide better and faster customer service.
  • Collection of and access to customer data can help businesses identify trends and insights about their customers through reporting and visualization features.
  • Automation of sales funnels and customer support tasks.

[3]Looking at some broader perspectives given below, we can quickly determine why a CRM System is always important for an organization.

  1. A CRM system consists of a historical view and analysis of all the acquired or acquired customers. This helps reduce searching and correlating customers and see customer needs effectively and increase business.
  2. CRM contains every bit of details of a customer. Hence it is effortless to track a customer accordingly and can determine which customer can be profitable and which not.
  3. In a CRM system, customers are grouped according to different aspects – the type of business they do or according to a physical location. Then, they are allocated to other customer managers, often called account managers. This helps in focusing and concentrating on every customer separately.
  4. A CRM system is used to deal with the existing customers and is also helpful in acquiring new customers. The process starts with identifying a customer and maintaining all the corresponding details into the CRM system, also called an ‘Opportunity of Business.’ The Sales and Field representatives then try getting business out of these customers by sophistically following up with them and converting them into a winning deal. An integrated CRM system very quickly and efficiently does all this.
  5. The most vital aspect of Customer Relationship Management is very cost-effective. The advantage of a decently implemented CRM system is that there is significantly less need for paper and manual work which requires lesser staff to manage and more secondary resources to deal with. The technologies used in implementing a CRM system are also very cheap and smooth compared to the traditional way of business.
  6. All the details in the CRM system are kept centralized, available anytime on fingertips. This reduces the processing time and increases productivity.
  7. Efficiently dealing with all the customers and providing them with what they need increases customer satisfaction. This increases the chance of more business which ultimately enhances turnover and profit.
  8. If the customer is satisfied, they will always be loyal to you. As a result, they will remain in business forever, increasing the customer base and ultimately enhancing the net growth of the company.


Do not be fooled; this is a massive step; it requires a lot of dedication and commitment in training and use of the system daily.

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