The quality of the relationship with customers is a key factor for the success of a company. To achieve this goal, there is a powerful software tool that effectively develops and manages customer interactions, the CRM.


What is CRM?

CRM is the acronym for “Customer Relationship Management”, i.e. “Customer Relationship Management”. The CRM concept is based on customer satisfaction, under the principle that it is easier to retain customers than to find new ones. The cost of acquiring a new customer is approximately 5 times the cost of retaining an old customer.

When we talk about Customer Relationship Management, we generally refer to CRM software, which is the one that allows each department of a company to know the priorities of customers and offer them the products and services that best suit their expectations. This information is essential for any company, in order to increase sales opportunities and customer retention.

Aspects on which a CRM works

CRM programs improve the company’s management tools in 3 essential aspects:

Customer portfolio loyalty

It allows you to listen to the customer to offer products and services tailored to their specific needs.

Multichannel integration

Integrates customerdata from all aspects: commercial, point of sale, catalogs, direct mail, telemarketing, Internet, social networks, chat, etc.

Increased sales and reduced costs

By automating the different services offered to the customer, marketing costs are reduced, improving the company’s targeting and sales process.


The CRM software records all customer information: contact information (email addresses, phone numbers, social media profiles), communication preferences, purchases, order status, unresolved issues, etc.

All of this is compiled in a database that serves to synthesize and analyze the information in a way that is useful for understanding customer behavior and preferences regarding the company’s products and services.

The CRM tool organizes all the information to facilitate customer management and improve the company’s relationship with customers. Although this type of software has always been considered a sales and marketing system, it also offers important benefits in other areas.

For example, customer service, internal communications within the different departments of the company, as well as the management of human resources and suppliers.

Advantages of using CRM for your company

Companies that use CRM are much more competitive. Among the benefits you can get by using CRM we highlight the following:

1. Improve the organization of your company

With CRM you can better organize your business. CRM software allows you to prioritize the most important work by keeping in view the complete history of tasks performed on a particular customer or issue.

In addition, you can easily implement the automation of certain processes, such as sending a welcome email to a new customer or creating a reminder in the follow-up phase of a lead.

By automating the processes of small, repetitive tasks, you’ll have more time to focus on the essentials and improve the productivity of your business.

2. Keeps all the information integrated in the software

One of the biggest advantages of CRM is that it collects all the information on a single platform, allowing you to quickly access the data you need at all times. With a CRM, you no longer have to search through your paper or digital files for every piece of information.

In addition, the CRM also functions as a task manager and calendar, linking information to each customer’s personal history.

3. Integrated e-mail

A CRM has built-in email, which allows you to create and send campaigns directly from the software, so you have all your customer information directly in the software interface.

You will be able to create customised contact lists and target a particular segment of your clientele (for example: customers living in Madrid or customers interested in a specific product). You can also create automated campaigns to retain your customer base.

4. Immediate access to the information of all your contacts

To manage sales you need to handle information from many customers on a daily basis. The CRM provides a complete view of all your current and potential customers, including all their contact information (email, phone number, address, etc.).

CRM allows you to immediately resolve any customer and sales issues, quickly see how your customer relationship has evolved, improve customer service, and make your business much more efficient and productive.

5. Share information with all departments of the company.

CRM centralizes company data and gives all your employees direct access to this information. Communication within a company is fundamental, especially in terms of customer management.

Using CRM allows sales information to be entered into the system immediately rather than having to provide daily or weekly reports. This reduces management response time and helps establish effective business strategies immediately.

6. The investment in a CRM pays off quickly.

CRM is an investment that pays off very quickly. It is the best tool for a company, since it improves the relationship with the customer and increases the efficiency and productivity of the company.

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