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The CRM system definition is a set of software applications that help an organization determine the needs and preferences of their customers by managing, organizing, tracking and storing all customer interactions.

The CRM system definition, then, would be a set of software applications that help an organization determine the needs and preferences of their customers by managing, organizing, tracking and storing all customer interactions. CRM systems use advanced technology to replace the handwritten, manual documentation processes of the past. CRM systems allow users to document everything, from simple contact information to specific conversations with customers.

CRM systems are valuable because the information they provide can help boost the general business goals of an organization. For instance, if sales consultants know the specific needs and preferences of their customers, they can deliver a more personalized service creating a more client-focused environment. CRM systems also provide a central documentation location, allowing employees across different departments access to the same information.

You can’t define CRM systems without mentioning some of the key customer management services and benefits it offers organizations.

Here are a few:

  • Manage customer contact information
  • Organize customer interactions in a central location
  • Track customer habits, actions and preferences
  • Measure success of campaigns
  • Provide instant metrics
  • Manage customer service requests
  • Track industry trends
  • Create more personalized customer experiences

With no CRM...

These methods make it all too easy for details to get lost or forgotten, or for a meeting or phone conversation not to be followed up on as promised. Choosing which leads or prospects to focus on can be a matter of guesswork rather than a rigorous exercise based on fact. Worse still, if an individual holding access to key customer information were to leave, then all their knowledge could walk out of the door with them.