What is CRM?

CRM stands for Customer Relationship Management, and it generally refers to a type of tool, strategy or practice that allows businesses to collect and store customer data revolving around their interaction with the business.  The objective of CRM software is enhancing customers relationships, driving sales development and decreasing client churn.  CRM Software uses customer interaction via a businesses website, telephone, sales team, customer service, direct mail, marketing materials and social media and creates a repository of potentially actionable data.

Who Enters Data Into The CRM?

One of the best parts of a CRM system is the data that it holds. The question is, how does that data get in there? How Many Staff Hours will it take to get that data into the system? I was recently reading “Exceptional Service, Exceptional Profit” by Leonardo Inghilleri and Micah Solomon, and they talked about how Ritz-Carlton Hotels ask their staff to make 5 observations about each guest and to include this data in their CRM system (at least that part was implied), what struck me about this was that everyone from the housekeeper to the receptionist was responsible for entering data into the CRM System, for optimal guest experiences. When it comes to Infusionsoft’s CRM, there are several ways that data can be added. It can be added via forms (Internal or External – read Lead Capture), it is added by sending email, manual or automated notation of a client record, as well as client actions ( such as opening an email, visiting a web page or landing page, clicking a link, etc).