What is CRM and Its Impact on Business Activity

The acronym CRM is often used in work environments and the term stands for customer relationship management. This is a system that links all the data related to your customer from your sales leads to post sales information together and stores it in one location. A CRM system documents all phone calls, emails, and meetings, lending a helping hand in improved customer service and sales. Having all customer data in one hub greatly improves operational efficiency.

With the help of a CRM system you can enhance the experience of your customers on an individual level with personalized messages and offers. You can track data to extract insights for a more effective sales and marketing strategy.

The Impact of CRM

Marketing and sales processes run with less friction with a CRM system. The sales department can work independently and collaborate with others seamlessly. Questions like “Who spoke to the client last?” “What did they talk about?” “What’s the next step?” become automatically obsolete. An effective CRM can also assign a score to each prospect in your sales funnel and help you develop focused sales strategies.

A CRM provides you with a full view of your sales, marketing, and support for every customer.


A CRM system enables you to document sales calls, opportunities, as well as the name and title of the person you spoke with. Most of the CRM systems will have a feature to remind of following up with sales calls or other prospects. The journey of every customer can be observed. This helps within a company, as you can easily identify delayed transactions and can focus on improving the weaker points.


By analyzing your CRM data, you can then extract insightful information that can help with your marketing efforts. You can develop targeted promotions and generate more qualified leads. CRM systems also allow you to automate lead scoring and email follow-ups.

Support and Service

Post-sales support is just as important as a fruitful sales cycle. Your CRM will help you identify gaps in your customer service support. The more data you gather, the easier it is to identify problems and develop strategies to find a quick resolution.

The Customer

CRM systems that provide automated e-commerce options are extremely valuable. When customers shop online and add products to their cart, CRM add-ons could help determine if a customer is having issues completing an order. A quick response to technical issues reduces greatly the rate of abandoned shopping carts.

A lot of small companies still use spreadsheets, email folders, or paper tracking to record progress with customers. There comes a point when those systems get overwhelmed. If you have a hundred contacts in your database or more, it’s time to use a CRM.

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