What is a CRM Platform?

Short Definition: Software that assists in customer relationship management through data analysis and communications facilitation.

CRM stands for Customer Relationship Management. A CRM platform is a system that helps businesses manage relationships with their customers and prospects by storing important customer data. This could include basics like contact info as well as more complex information, like notes from a service call with a customer.

Popular CRM platforms include:

• Salesforce
• Hubspot CRM
• Insightly
• ProsperWorks
• Apptivo
• Zoho CRM

Many CRM platforms are cloud-based so that team members can access the data they need on any device, from any location, as long as they have an internet connection. A lot of CRM platforms can also be integrated with marketing automation platforms, making it easy to import marketing data to one location and deploy time-sensitive marketing campaigns based on customer actions.

Why Do Businesses Use CRM Platforms?

CRM platforms provide one central place where everyone in an organization can find the information they need to communicate with past, current, and future customers. With a CRM tool, there’s no need for marketing or sales team members to search through filing cabinets or track down the one person in the organization who has spoken to a particular customer. CRM software makes it easy to log and track interactions with customers– whoever communicates with them can simply enter new information in the CRM platform for other team members to view at any time.

By referring to the available information, team members can communicate with customers in a more productive and meaningful way, leading to better customer relationships. This, in turn, may result in higher customer retention, a stronger brand reputation, and more referrals from existing customers. A CRM platform can also make sure no lead opportunities slip through the cracks– sales team members can use insights from their CRM to follow up with leads as appropriate, converting them to clients or customers.