What is a CRM?

In a world where customer relations are a major differentiating factor, CRM (Customer Relationship Management) is becoming a strategic tool for all companies.

But what exactly is a CRM? And why is it so important?

A CRM is a technological platform that centralizes all information relating to a company’s customers, including their purchases, their interactions with the company, their requests, and much more.

The main objective of CRM is to facilitate customer relationship management by providing sales, marketing and customer service teams with a complete and consistent view of information. The system enables companies to better understand their customers’ needs and create personalized strategies to maximize sales, improve customer service and foster loyalty.

There are several types of CRM, each designed to meet specific needs. CRMs can be used for sales management, customer interaction tracking, marketing automation or after-sales service management.

💡 79% of prospects never convert, due to lack of follow-up. A CRM ensures that nothing is overlooked, and that follow-ups are automated at the right time.

Image source: Salesforce

There are many reasons why a CRM is essential for any company, large or small.
It’s a strategic tool that optimizes all internal processes linked to managing relationships with customers and prospects.

A CRM enables sales and marketing teams to track every interaction with customers and prospects, ensuring that nothing is left to chance.

By centralizing this information in a database that’s accessible and updated in real time, CRM prevents lost sales opportunities and enables a more proactive approach. This contributes to smoother management of sales opportunities, and better anticipation of customer needs.

💡 A good CRM centralizes customer data and exchange histories, enabling us to respond more effectively to customer needs and expectations.

Automating sales processes is one of the main benefits of a CRM. It enables prospects to be tracked throughout their buying journey, from the first interaction to the conclusion of the sale.

Thanks to data analysis tools, sales teams can identify the most promising prospects and prioritize their efforts accordingly. What’s more, by automating repetitive tasks such as sending emails or creating reports, sales people can concentrate on what really matters: closing deals.

💡 Companies using CRM see an average 29% increase in sales per salesperson.

A CRM also plays a crucial role in improving customer satisfaction.

By providing rapid, centralized access to interaction history, customer service teams can resolve problems more quickly and in a more targeted way. Whether by telephone, online chat, or email, CRM enables precise, personalized responses, strengthening customer loyalty and satisfaction.

💡 A high-performance CRM brings marketing, sales and customer service together in one place. The result: smoother communication and better served customers.

Thanks to more refined data management and better targeting of customer segments, a CRM facilitates the implementation of effective marketing campaigns. It makes it possible to personalize messages sent to customers according to their profile and purchase history, while measuring the impact of campaigns in real time.

Data analysis tools integrated into CRM also help to adjust marketing strategies based on the results obtained, thus continually improving the effectiveness of marketing actions.

Automating administrative tasks is another major advantage of CRM. By automating processes such as managing appointments, sending reminders or updating customer information, teams gain in efficiency. This reduces human error, improves productivity, and ensures smooth, seamless customer relationship management.

💡 74% of CRM users claim to have better relationships with their customers. The tool doesn’t replace the human element, but it does increase its effectiveness tenfold.

Salesforce is one of the most widely used CRMs in the world, and for good reason: it combines power, flexibility and personalization. It’s a complete solution that enables companies to manage all aspects of customer relations, from acquisition to retention.

Salesforce is distinguished by its rich ecosystem of applications and functionalities, offering a solution suited to all types of business, whether small, medium or large.

As market leader, it offers a complete solution for companies of all sizes, with innovative tools that improve customer relationship management and the efficiency of sales, marketing and customer service teams.

💡 A well-used CRM provides a 360° view of the customer, facilitating decision-making and the personalization of sales actions.

Image source: Salesforce

Salesforce will have a 23% share of the CRM market by 2024, almost three times more than its direct competitor Microsoft (source: IDC).

💡 With over 150,000 corporate customers worldwide, the platform has been adopted by startups and multinationals alike.

Salesforce integrates Einstein AI, an artificial intelligence engine thatautomates analyses and generatesintelligentrecommendations.

In particular, it allows you to :

• Predict customer behavior and recommend the best course of action.
• Automate customer service responses with intelligent chatbots.
• Analyze sales data to optimize forecasts.

With over 7,000 applications available on the AppExchange, Salesforce offers one of the most extensive ecosystems of extensions on the market.
This means companies can adapt the platform to their specific needs without having to develop costly in-house solutions.

💡 Choosing the wrong CRM can stunt growth. Focus on a solution that’s scalable, easy to learn and aligned with your business objectives.

Unlike many traditional CRMs, Salesforce is 100% cloud-based, enabling companies to access their data in real time, from any device, without a heavy IT infrastructure. This guarantees scalability and continuous functionality updates.

With Salesforce Tableau and Einstein Analytics, companies can leverage their data at scale to identify trends, visualize performance and make informed strategic decisions.

💡 Salesforce increases sales productivity by an average of 29% and improves customer satisfaction by 35%.

Salesforce makes a point of ensuring data security with high standards of protection. It complies with RGPD (General Data Protection Regulation), HIPAA (Health Insurance Portability and Accountability Act) and other international standards, making it a trusted choice for sensitive sectors such as finance or healthcare.

CRM is an essential tool for any company wishing to optimize customer interactions and improve overall performance. Salesforce, in particular, stands out for its power and flexibility, offering a complete solution that can be adapted to any company’s needs.

2PACE, a Salesforce integrator and sales performance specialist, can help you with all your CRM projects.

It’s important to note that once Salesforce has been integrated into your company, the adoption of the tool by your employees is essential. A change management strategy also involves training your teams. A well-trained team is a more efficient and motivated team!