What is CRM?

Francis Pindar | Salesforce Certified Architect & 7x Salesforce MVP
A free video tutorial from Francis Pindar | Salesforce Certified Architect & 7x Salesforce MVP
Best Selling Instructor, 17x Salesforce Certified
4.4 instructor rating • 3 courses • 53,717 students

Lecture description

What is a CRM or Customer Relationship management system and what is the definition?

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English [Auto] So what is a Sierra hand. Well Wikipedia says a CRM is a customer relationship management is an approach to managing a company's interaction with current and potential customers. It uses data analysis about customers history with the company to improve business relationships with customers. Specifically focusing on customer retention and ultimately driving sales growth. But I think CRM is more than this. The best serums are all about finding winning and keeping customers while trying to keep up with big business. It's a place where companies can store all information about their customers in one place so that employees can easily use share and take action from that information. Then everyone can see the customer interactions across the business from emails events and meeting notes as well as closing deals and seeing sales forecasting. But in my opinion a great CRM allows its employees not just to be entrepreneurial but entrepreneurialism allowing employees to have the freedom to create reports dashboards to come up with new ideas and markets but also have the flexibility to change business processes within the CRM quickly so that the CRM can keep up with the ever changing needs of the company and the business world as a whole. But it's all about automating business processes within the CRM. It's not that customers are going to be talking to a machine but empowering employees to make informed and personal communication with customers without wasting time on manual processes. And for everyone to work seamlessly together from marketing generating marketing leads and nurturing campaigns to sales managing and closing deals all the way to support managing post product and service support from anywhere they need to on their tablet mobile phones or even a computer. I'm a great believer that companies should be transparent so that no one is left in the dark and a good CRM can do this but also saying or that you may need to be secretive on some of the reports and data within your CRM. So having a flexible security model to protect all those important business assets is also important to give you a bit of context to give you a bit of an overview of the other main serums in the market at the moment Salesforce is by far the leader in CRM for sales management and support or service management and you can see this in the Gartner Magic quadrants and the G2 crowd grids and things like that. But CRM ads do have benefits in other ways. Some CRM is a more process driven serums where the business processes are at the center of the CRM and this you can usually find in specifically tailored cereals for say love big large call centers where the process is really rigid and very important don't tend to agree with you sometimes but you know you can get those types of CRM. There are also other theorems that have big ERP or enterprise resource planning systems and finance systems which are then tailored around that and they have this CRM kind of tapped on the side. Again benefits and negatives around that but also there's the record driven CRM like Salesforce where users have more freedom to use the system but also put more processes into it as they need but also it's kind of usually a lot quicker to get up and running and your ability to build processes around those records is a lot more powerful in my opinion. I also see quite a few larger companies for example using SVP for their ERP but using Salesforce in front of that to visualize A.S.A.P. data but use Salesforce to manage all those sales processes and support processes and feeding that information back into A.S.A.P. both working in perfect harmony. But there are also smaller solutions out there as well. You have Zoho sugar CRM Hubspot and highrise and some people start with these smaller CRM before they start stepping into Salesforce. But one of the key benefits I found with Salesforce Time and again is its ease of integrating with other systems and the vast number of third party applications that you can bolt into your CRM and install on the platform to solve those critical business problems so you're not reinventing the wheel but more about that a bit later on. So I hope you enjoyed the first couple of videos. If you do have any questions be sure to ask them in their comments. Otherwise I'll see you in the next video.