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What is Customer Relationship Management (or CRM)?

Customer Relationship Management brings togethersales people, sales processes and technology to help you attract prospects, convert them into customers, and keep existing customers satisfied and loyal. The purpose of CRM is to learn as much as possible about each customer's attitudes, needs, and behavior to provide them optimal service and retain the relationship. Because business success is all about customers and their needs, it's difficult for companies to achieve and maintain leadership and profitability without a sustained focus on CRM.

CRM software is a tool for Customer Relationship Management. CRM is used to manage and store all relevant data on Customers and prospects. CRM is vital in managing all the existing and prospective customers to increase the sales in any organization.

CRM software generally consists of the following modules:
  • Leads Management Module
  • Contact Management Module
  • Opportunity Management Module
  • Account Management Module
  • Campaign Management Module

Leads Management Module in CRM

A Lead is any person or entity that has the interest to purchase a product or service. This represents the first stage of a sales process. Sales leads come from:


Lead generation processes such as
  • Participation in trade fairs, trade shows,
  • Direct marketing,
  • Advertising,
  • Internet marketing,

Sales person prospecting activities such as cold calling.

For a sales lead to qualify as a sales prospect, qualification must be performed and evaluated. Typically this involves identifying by direct communication with the lead about the product’s applicability, availability of funding and time frame for purchase.


Lead Management Module lets you
  • Capture Leads
  • Assign leads to your Sales force
  • Add information to Lead data by the sales force
  • Qualification of lead by assigning the relevant Lead Status to it
  • Convert the Lead to an Opportunity, Contact, or Account based on the qualification of the lead.

Contact Management Module in CRM

A Contact Management Module allows you to capture, monitor, store, and track all critical information on your key Contacts. Contact Management enables you to maintain up–to–date data on all activities happening for each of your contact.


Opportunity Management Module in CRM

CRM Opportunity Management Module enables you to add the most promising leads in your records. You can allow sales representatives to extract up-sell and cross-sell opportunities based on prior information, assign sales stage to the opportunity, run analysis on each stage of the pipeline, and generate reports and intuitive graphs for quicker decisions.


Account Management Module in CRM

Account refers to an organization or company such as your existing or prospective customers, partners, or competitors, which you want to track in CRM.

CRM Account Management Module helps you to track and manage your accounts along with product, opportunity, activity, and case details, add relevant document in multiple formats related to each account, and get advanced search filters within accounts based on– Industry, Product, Revenue, and more.


Campaign Management Module in CRM

Campaign Management helps you to identify targets, send the right messages to the right people and finally close business with people who respond. Precisely, it provides you with all functionalities required for managing your campaigns efficiently and effectively.

You can add E-mail Marketing Campaigns and monitor the effectiveness of your marketing campaigns in real time. This feature provides you with a complete campaign management makeover, which will definitely improve your business prospects.

Campaign Management enables you to create a central repository for all your marketing campaigns – activities, resources and expected response, view and manage campaign details – campaign objective, status, type and more, and export your campaign list in multiple file formats like .pdf,.csv and more.