How relationship management contributes to the business and profits:

Customer Relationship management is the strongest and the most efficient

approach in maintaining and creating relationships with customers. Customer
relationship management is not only pure business but also ideate strong
personal bonding within people. Development of this type of bonding drives the
business to new levels of success.
Once this personal and emotional linkage is built, it is very easy for any
organization to identify the actual needs of customer and help them to serve
them in a better way. It is a belief that more the sophisticated strategies involved in
implementing the customer relationship management, the more strong and fruitful
is the business. Most of the organizations have dedicated world class tools for
maintaining CRM systems into their workplace. Some of the efficient tools used in
most of the renowned organization are BatchBook, Salesforce, Buzzstream, Sugar
CRM etc.
1. A CRM system consists of a historical view and analysis of all the acquired or
to be acquired customers. This helps in reduced searching and correlating
customers and to foresee customer needs effectively and increase business.
2. CRM contains each and every bit of details of a customer, hence it is very
easy for track a customer accordingly and can be used to determine which
customer can be profitable and which not.
3. In CRM system, customers are grouped according to different aspects
according to the type of business they do or according to physical location
and are allocated to different customer managers often called as account
managers. This helps in focusing and concentrating on each and every
customer separately.
4. A CRM system is not only used to deal with the existing customers but is also
useful in acquiring new customers. The process first starts with identifying a
customer and maintaining all the corresponding details into the CRM system
which is also called an Opportunity of Business. The Sales and Field
representatives then try getting business out of these customers by
sophistically following up with them and converting them into a winning deal.
All this is very easily and efficiently done by an integrated CRM system.
5. The strongest aspect of Customer Relationship Management is that it is very
cost-effective. The advantage of decently implemented CRM system is that
there is very less need of paper and manual work which requires lesser staff
to manage and lesser resources to deal with. The technologies used in

implementing a CRM system are also very cheap and smooth as compared to
the traditional way of business.
6. All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
7. Efficiently dealing with all the customers and providing them what they
actually need increases the customer satisfaction. This increases the chance
of getting more business which ultimately enhances turnover and profit.
8. If the customer is satisfied they will always be loyal to you and will remain in
business forever resulting in increasing customer base and ultimately
enhancing net growth of business.
In todays commercial world, practice of dealing with existing customers and
thriving business by getting more customers into loop is predominant and is mere a
dilemma. Also CRM system helps in achieving following benefits:

Smart address management

Automated processes for address maintenance make work easier for everyone
in your company. You can move addresses with drag and drop, check with just
one click if addresses are correct and duplicates have been created.
Synchronize your addresses with current reference databases and enhance
them with data relevant for decision making processes. The address mask can
be customized depending on the content and ergonomic requirements.
Customer dossier
The customer dossier is at the heart of every professional consultation. Within
seconds, you will be able to see all appointments, tasks, call notes, service
contracts, product uses, correspondence, opportunities, support requests, bills
and projects all information about your customer is displayed in a wellstructured manner and is sorted chronologically.
Efficient sales processes
Keep track of your business opportunities to make the most of potential sales.
With opportunities, you can manage leads: from the initial contact to the
closure of the sale. The automatic notification and action service keeps you
informed about events like birthdays, changed appointments or escalations.
Not only that but you can also create forecasts and reports on sales potential at
the touch of a button.
Interdepartmental collaboration
It ensures that all employees have access to the same central database. This
makes it easy to schedule appointments, manage tasks and documents, and
work together in projects. Support cases are easily solved as employees are
well informed and are able to answer questions in a competent manner.

Precisely targeted marketing campaigns

Multi-phase campaigns are easily planned and implemented. You can, for
example, filter by customers that have service agreements and make the most
of cross selling potential. With this solution all your customers' responses are
automatically stored and you can forward leads directly to the sales
department and generate turnover figures. The smart analysis feature enables
you to find out instantly how effective a campaign was.
Planning and managing projects
Benefits from an effective system for planning and controlling your projects. All
this means you can plan and structure your projects precisely. Include risks,
phases, milestones and targets, tasks, resources, budgets, costs and times
right from the start. The project status, ad-hoc analyses and an early warning
system allow you to keep your projects well on track at all times.
Project controlling
Assigning working hours to projects is the foundation of effective project
management accounting. CRM has a smart time recording feature both for
customers and for projects which records, for example, hourly rates,
estimate-to-complete figures, the time remaining, the budget, and material and
external costs.
Project dashboards for a better view
Project dashboards allow you to always see the latest information about your
projects at a glance. Analyses can be easily created, be it for one single or
more projects. Daily updated status reports are the basis for project bills that
are created with just one click using an ERP add-in.
Helpdesk for maximum efficiency
Service requests are organized transparently: A trouble ticket system records
error reports, controls who is processing the task, informs the sales department
and allows customers to keep track of their error reports on the Internet.
Automatic recording of the processing time and the resources used allow you
to remain in full control of your costs. Create analyses for departments or
individual customers with just one click. In this way, you are always informed
about your customer's service entitlements.
Knowledge database and online support
Make use of knowledge gained over the years. All successfully processed
service requests are collected in one central knowledge database and can be
quickly retrieved. The FAQ database saves frequently asked questions and
makes them available for customers via a Web client, enhanced with additional
information, such as diagrams or illustrated instructions. Your hotline staff's
day-to-day work is made considerably easier.
Access data at any time and from anywhere
No matter whether your company has offices in different locations, your
employees work from home, or members of your sales team need to access
data from their smartphones or laptops while on the road all your staff will

always have instant access to up-to-date data: via replication or the Internet.
Your employees are always well informed.

Source: Salesforce.com Customer Relationship Survey conducted March 2014 - May 2014,
by an independent third-party, Confirmit Inc., on 4,100+ customers randomly selected.
Response sizes per question vary.