Customer Relationship Management (CRM)


Customer Relationship Management [System] (CRM)

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Team Storyly
May 22, 2023
0 min read

What is Customer Relationship Management (CRM)?

Customer Relationship Management (CRM) is a software application or platform designed to manage, analyze, and improve interactions between a business and its customers throughout the customer lifecycle. The primary goal of a CRM is to enhance customer satisfaction, loyalty, and overall experience while increasing the company's profitability and efficiency.

CRM systems typically provide a centralized database where all customer-related data, such as contact information, purchase history, preferences, and interactions, can be stored and accessed by relevant team members. This allows for a more personalized and efficient approach to customer service, marketing, and sales.

A short history of customer relationship management (CRM)

Many people mistakenly believe that customer relationship management began toward the end of the 20th century with technological advancements during this period. However, the actual practice of CRM has been in place since the birth of businesses and customer relations.

In fact, you can trace the concept of CRM as far back as 20,000 years ago, when what is now known as Papua New Guinea saw the trade of obsidian knives. At the time, obsidian was a highly valuable material that forged reliable, durable knives and other tools that made it popular across the sea. CRM was one of the reasons why obsidian knives and other utensils had such a wide reach all over the globe.

CRM has always been important, and it continues to be so in today's business environment. The biggest understanding involved in CRM is that it's better to work toward retaining customers than to focus solely on acquiring new ones. If you can encourage repeat sales from your most valuable customers, you can benefit from a steady revenue stream and substantially increase your bottom line.

Today's developments in CRM technology have made it easier than ever for businesses to manage every aspect of customer relationships. The right tool will give you complete transparency into the customer journey. Based on the critical data you collect and manage, you can then take steps to further streamline communications.

How a CRM platform works with examples

A good CRM platform will make it easy to keep track of all communications at every touchpoint. Not only will it collect valuable information about communications, but it will also help you make full use of it. 

A CRM solution will enable you to personalize messaging to speak to each customer segment, with the right timing. It will also help shorten sales cycles, focus your sales efforts toward the most valuable prospects, and measure the results of your campaigns. 

Some customer relationship management examples of templates you can use include the following:

Lead acquisition emails

CRM platforms can help you send personalized lead acquisition emails to your audiences. For example, you might send an email with the following template to new leads who enter the sales funnel:

Hello [Name],

We appreciate you reaching out to us for more information about [topic]. If you want to find out more about how our solution can help people like you in [industry], reach out to us at [link] to get started on implementation today.


You can also use a CRM to collect initial contact information to bring people into the buyer's journey. For example, you might want to offer free content in exchange for entering basic contact details. In these instances, you could lead people to a landing page that discusses the free content. On that page would be a contact form that asks for key info such as the lead's name, email, phone number, and company name. This would go into the CRM and your contact lists, and you would know what these prospects are interested in based on the specific form they completed.

These are just a couple of the many ways you can use CRMs to optimize customer communications. 

What are the benefits of CRM?

CRM offers a range of benefits for businesses across all departments. The right practices and solutions will benefit you in some of the following specific ways:

Improved Customer Relationship Management

CRM systems enable businesses to better manage their interactions with customers by providing a centralized platform for tracking all customer information. This results in a more organized and efficient way of handling customer data and communication, leading to improved customer satisfaction.

Enhanced Communication and Collaboration

CRM systems facilitate seamless communication and collaboration among team members, which helps them stay updated on customer interactions, needs, and preferences. This, in turn, allows for a more personalized and effective approach to managing customer relationships.

Increased Sales and Revenue

By providing a comprehensive overview of customer data and interactions, CRM systems enable businesses to identify sales opportunities and tailor their marketing efforts accordingly. This targeted approach results in increased sales and revenue growth.

Streamlined Business Processes

CRM systems automate many routine tasks, such as data entry and tracking customer interactions, which frees up valuable time for employees to focus on more important tasks. This leads to increased efficiency and productivity, as well as a more streamlined workflow.

Improved Customer Retention and Loyalty

By offering a better understanding of customer needs and preferences, CRM systems enable businesses to provide personalized and high-quality service. This results in improved customer retention and loyalty, as well as increased word-of-mouth referrals and a stronger brand reputation.

Enhanced Data Analysis and Reporting

CRM systems collect and analyze large amounts of customer data, which can be used to generate detailed reports and insights. This information can help businesses make data-driven decisions, identify trends, and better understand their customer base, ultimately leading to improved overall performance.

Scalability and Adaptability

CRM systems are designed to be scalable and adaptable, allowing businesses to easily expand their customer relationship management efforts as they grow. This ensures that the CRM system remains a valuable tool, even as the company's needs and customer base evolve.

Types of CRMs

Operational CRM

Operational CRM focuses on streamlining and automating various customer-facing business processes, such as sales, marketing, and customer service. These systems provide tools and features that help manage daily customer interactions, track leads and sales opportunities, and automate routine tasks to enhance overall efficiency.

Analytical CRM

Analytical CRM emphasizes the collection, analysis, and interpretation of customer data to gain insights and improve decision-making. This type of CRM enables businesses to better understand customer behavior, preferences, and trends, allowing them to create targeted marketing campaigns, optimize sales strategies, and enhance customer satisfaction.

Collaborative CRM

Collaborative CRM aims to enhance communication and cooperation among different departments within a company, as well as with external stakeholders, such as suppliers and partners. By sharing valuable customer information and insights, businesses can create a more cohesive and coordinated approach to managing customer relationships, resulting in improved customer service and satisfaction.

Campaign Management CRM

Campaign Management CRM focuses on planning, executing, and tracking marketing campaigns across various channels. These systems provide tools for segmentation, targeting, and personalization, allowing businesses to create and manage effective marketing campaigns that resonate with their target audience.

Social CRM

Social CRM integrates social media platforms and data with traditional CRM systems, enabling businesses to monitor, engage with, and respond to customers on social media. This type of CRM helps businesses better understand customer sentiment, identify influencers and brand advocates, and leverage social media as a valuable customer relationship management tool.

Mobile CRM

Mobile CRM offers remote access to CRM systems and data through mobile devices, such as smartphones and tablets. This type of CRM allows sales representatives and other team members to access and update customer information, track interactions, and collaborate with colleagues in real-time, regardless of their location.

AI-Powered CRM

AI-Powered CRM systems leverage artificial intelligence and machine learning to enhance customer relationship management processes. These systems can analyze large amounts of data to provide predictive insights, automate tasks, and offer personalized recommendations, resulting in a more efficient and effective approach to managing customer relationships.

Use a Reliable CRM to Improve Customer Communications

With the right CRM solutions and practices, businesses of all types can improve customer communications at every stage of the customer journey. 

To learn more about how Storyly can help you connect with customers and complement other CRM efforts, explore Storyly and its capabilities today.


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Group of experts from Storyly's team who writes about their proficiency.