Why Should your Business have a CRM System?

In order to achieve your business objectives, the proper management of customer data is an essential part of a successful marketing strategy.

In order to achieve your business objectives, the proper management of customer data is an essential part of a successful marketing strategy. This is why it becomes essential to equip yourself with CRM marketing software to guarantee a well-structured database that will allow your company to make relevant and coherent strategic decisions.

What is CRM software?  

CRM is short for Customer Relationship Management. This is a concept that advocates the centralization within a database of all interactions between a company and its customers. The objective of a CRM is to optimize the customer relationship by offering interactions that are as personalised as possible.

There are many different CRMs available. These CRM softwares offers a multitude of different functionalities. Regardless of the software solution chosen, the CRM process is based on four key components that companies must pay close attention to in order to improve and sustain their customer loyalty: 

  1. Communication:

Communication is key especially when it comes to CRM software. CRM’s take into consideration all the exchanges between a company and its customers – both prospective and current. These exchanges can take the form of e-mails, texts, telephone calls, or even calls on Skype. With these many different methods of communication, companies can choose the channel best suited to each contact.

  1. Operations:

This involves collecting essential data from the marketing and sales teams, which will then be analyzed. This data can include sales proposals, orders placed or referrals for example. This operational aspect makes it possible to consult all the important data of a contact and the general trends of a database in one place.

The operational aspect of a CRM works in synergy with analytical tools, allowing you to take further initiatives such as proposing a new offer or service.

The quality and validity of the data is decisive in a CRM, this is because “the quality of the results can never be better than that of the master data,” says Olga Walter, expert and lecturer in CRM, e-mail marketing and e-commerce. 

  1. Analytics:

The analytical component of a CRM exploits the data from the operational part to obtain results. This enables a company to evaluate its customers, identify cross-sell opportunities, segment its audiences, and improve their product offers. The analytics’ aspect of a CRM creates added value for companies and provides them with useful information to meet the exact needs of their customers.

  1. Collaboration:

CRM tools improve the collaboration between teams and also between internal and external parties that are connected to the company. Meaning that not only can internal work processes be coordinated efficiently, but information can be concentrated in a targeted manner to offer added value to our clients. 

The different types of CRM tools 

CRM software can be divided into three main categories: 

  1. Licensed business CRM software

This is the classic form of software applications. Companies purchase the software as an individual license and install it onto their computers. 

  1. Open-source program (free CRM, CRM hosting)

The particularity of open source software is that it is not the property of a single manufacturer and is generally not sold. These CRM’s are the result of the cooperation of many programmers who are constantly developing applications. 

  1. SaaS CRM (software as a service, online CRM)

In many cases, companies do not need to own the software used internally themselves. They can then use online programs, which in principle work in the same way as regular cloud storage: the application is made available online as a web application and users access it using an individual user account.
→ CRM Strategy: Why you need it and how to develop it

Why use a CRM solution? 

The main reason why companies choose a CRM solution is to centralize information. A CRM tool allows you to group together all the information from customers and prospects including: contact information, purchase history, payment method, communication preferences, company news, etc. In addition to this data, the CRM takes into account all the interactions that have taken place between the customer and the company’s teams. For example: the emails exchanged between the client and the sales team, the calls made, the appointments made, etc.

Thanks to a customer relationship management software, all of the customer data is centralized in one place, organized and easily accessible to all staff. Therefore enhancing productivity and also allowing the team to drive the company’s strategy based on concrete data.


The key advantages of having a CRM marketing strategy

Here are the 8 benefits of CRM software that can help your company find success:

– Organizied data associated with contacts: a CRM helps to harmonize and facilitate the sales process by organizing all the information related to a company’s contacts, helping the sales team to know the date and content of each interaction. This type of tracking helps harmonize and streamline the sales process.

– Optimized Sales tracking: by measuring a company’s performance against precise targets and indicators, such as the number of e-mails sent, calls made, appointments made and transactions closed, a CRM makes it possible to track and optimize the sales process.

– Improved after-sales service: a CRM is also important to take care of the relationship with your customers. It allows teams to easily access the customer’s profile and to have visibility on the history of past interactions with the company. The team will thus be able to provide an answer tailored to the person’s needs and the context. A CRM therefore allows one to improve customer knowledge and enhance customer experience. With an efficient CRM, past exchanges on different channels (chat, social networks, email, phone…) are all centralized in the same place. This simplifies and improves customer relationship management.

– An optimized marketing strategy: with a CRM solution, marketing teams have more visibility on each step of the conversion funnel. Giving the team members insight which allows them to plan and optimize the customer journey. In this way, your CRM is a sure way to improve the company’s conversion rate.

– Reliable sales projections: A quality CRM greatly simplifies the formulation of forecasts. An accurate sales funnel, generated automatically, makes it easy to make projections and manage the sales team’s transactions.

– Segmentation of customers: A CRM also allows contact segmentation based on criteria such as location, transaction value, or closing date. These filters allow the prioritization of leads.

– Sales optimization: a CRM tool allows you to transform your leads into customers. A CRM brings up all available data on prospects, so that sales representatives have all the information they need to close the sale as efficiently as possible. CRM also automates certain tasks so that salespeople can focus more on selling. For example: automating the creation of contact sheets, automating the prioritization of prospects through a lead scoring system, etc.

– Improved sales process: With the data recorded in a CRM, you can reliably test new tactics and strategies. It is also possible to identify the most effective approaches, which can be systematized to support the company’s growth.


New features of CRM plateform :

  • Social CRM

This form of CRM takes into account data from social media platforms such as Twitter, Facebook, Instagram, etc. This is done via web monitoring. On social networks, a team can search for a company, brand or product in a targeted manner before analyzing the sentiment of the brand and whether they are praised or criticized. A social CRM can also be used to encourage users to engage in a targeted way, thus strengthening customer loyalty on social networks. Help forums and product development surveys can also contribute to this.

  • Mobile CRM

The availability of contact data on mobile devices is paramount, especially for sales reps on the road or teleworking. However, this trend is not limited to enabling mobile access through cloud solutions; it must be as simple and convenient as possible. Ideally, the corresponding applications are optimized for small keyboards and for typing in a small space to help enhance user experience. Highlighting the features that are most commonly used on mobile devices.

  • xRM

This trend, also known as Third Party Relationship Management, describes what many CRMs have been doing for some time now: taking into account commitments to customers, but also taking into account all stakeholders in relation to the business. These can be subcontractors, partners, investors, press representatives or influencers. This provides an even more complete picture of all internal and external contacts and communication processes.


The key players on the CRM market:  


By setting up an integration between Mailjet and Hubspot, you can automatically synchronize the two applications to send marketing campaigns to your contacts and optimize your workflow.


By integrating Salesforce with Mailjet, you can automate certain tasks. For example, you can synchronize your Salesforce contacts and their information with your Mailjet contact lists, and send automated emails to your Salesforce leads.


You can automate certain marketing operations by connecting Mailjet to SugarCRM. For example, you can synchronize your SugarCRM contacts and related data with your Mailjet contact lists, or send automated emails to your new SugarCRM contacts.


Have you switched to CRM software? Do you need help selecting the right CRM for your business? Our experts at Eminence will take care of managing your personalized database and optimizing your purchasing process. We offer comprehensive digital solutions for business growth so do not hesitate to contact us!