Customer Relationship Management (CRM)

What is it?

A Customer Relationship Management (CRM) system is a platform or software designed to manage a company’s relationships with current and potential customers.

These tools allow companies to:

• Centralise contact information, interactions, and purchase history.
• Improve customer experience.
• Automate sales processes.
• Optimise sales and marketing strategies.

The primary objective of a CRM is to strengthen customer relationships, increasing retention and customer lifetime value.

It also provides tools for the efficient management of sales opportunities.

Why filter companies by their usage?

Segmenting by CRM usage allows you to tailor commercial strategies:

• Companies experienced with CRM: Help them optimise their current platform.
• Companies without CRM: Show them how to improve customer relationship management.

Companies that do use it

These companies already have structured customer management processes and are likely interested in:

• Improvements: CRM upgrades or customisation.
• Integrations: With other sales or marketing tools.
• Additional services: Such as advanced customer data analytics.

Your sales team could offer:

• Custom integrations with existing systems.
• Advanced analytics to maximise CRM performance.
• Specialist training to leverage all system features.

Companies that do not use it

These companies may be managing customer relationships manually (for example, using spreadsheets) or without a clear system. They need to:

• Structure their customer management processes.
• Adopt a modern and efficient system.

Your sales team could offer:

• Consulting to assess needs and recommend a suitable CRM.
• Basic CRM implementation: Initial setup and training.
• Educational training on the benefits of CRM systems and how to use them effectively.

Examples