5 CRM Goals That Make Your Company More Successful

1. What is a CRM system?
2. How do you use CRM systems?
3. The most important functions and tasks of a CRM system
4. What are the targets of CRM?
5. These are the 5 most common CRM goals
6. How do you measure your CRM goals?
7. What forms of CRM are there?
8. The most popular CRM software on OMR Reviews
9. CRM goals and implementation
10. The more effectively you want to work and the larger you want to become, the more functional your CRM system should be.

What a day. Today you were at the most important trade fair in your industry with your company and the mood was at its absolute peak. Buyers met again with their long-term cooperation partners, who are almost part of their circle of friends. Also the most spectacular newcomers, whom you have been following on social media for weeks and months, finally stood in front of you in person. Pure happiness hormones!

You yourself have been wandering from one exhibition stand to the next and have met warm and quirky personalities. You even ended the evening with some fair visitors in the cocktail bar. Now you are completely exhausted. Nevertheless, the coolest project ideas are already buzzing through your head.

Thankfully, you thought ahead about effective trade fair processes. Because what's the point of contacts if they're not maintained? So all your trade fair contacts, including conversation protocol, are digitally filed and processed by your colleagues. They just have to allocate which contacts receive a "Let's stay in touch" message and which ones hear from internal or external sales.

Some cooperation ideas are initially checked by the product development team. Thus, product managers also receive all necessary information at the push of the button. Good technology makes it possible to initiate the next step, whatever it may look like, without much action.

What is a CRM system?

CRM stands for Customer-Relationship-Management, which translates to customer relationship management. The heart of this customer relationship process is the CRM system. A CRM system, like monday.com allows you to gather a huge amount of customer data, store it in a filterable and selectable way and evaluate it through detailed reporting. Through such efficient processes - which affect all areas of the company with customer contact - you save time and money.

The aim of a CRM is also to support you in building and expanding customer relationships and strengthening customer loyalty.

How do you use CRM systems?

CRM systems mainly affect sales, marketing and customer service in the company. CRM software can collect, analyse and evaluate relevant customer data. Through user roles, workflows and approval strategies, processes can be designed particularly effectively. In addition, only authorised employees have access to documents and customer data. In many cases, this can be useful and in some cases it may even be obligatory (e.g. when processing personal data).

There are documents that require certain storage obligations. By using a CRM, you save yourself the trouble of rummaging through dusty archives.

In principle, data storage and processing can work even without CRM software, but you should be sure that employees stay forever, can remember everything and are always available for information. You see where this is going? Working without a CRM system is possible, but time-consuming and complicated.

The most important functions and tasks of a CRM system

CRMs serve to collect, store and evaluate data that comes together in contact with customers and interested parties. Important CRM functions are thus the management and analysis of customer data. By managing customer data, you can improve and strengthen your customer relationships. Analysing customer data enables you to better understand your customers, build a relationship with them and offer them better products and services.

Very specifically, these can be the following CRM tasks:

• Store master data such as addresses and contact persons
• Assign features such as industry, company size and nationality
• Prepare, carry out and evaluate targeted sales actions
• Record agreements such as volume discounts and customer-specific product characteristics
• Carry out offer tracking
• Carry out telesales for new customer acquisition
• Create and evaluate profiles of your customers or leads
• Evaluate and trace back targeted marketing actions

CRM targets and functions

CRMs are therefore used in your company ideally everywhere where they:

• Design processes effectively
• Establish and consolidate relationships with customers and interested parties
• Increase revenues
• Reduce costs

What are the targets of CRM?

As you now know, there are many useful applications for a CRM. Accordingly, the targets for acquiring a CRM can be varied.

• If you have just started your business activity, the main reason for a CRM system could be the management and filing of your customer contacts.
• If you want to expand, the lead generation and the related implementation of sales and marketing actions could be the CRM goal.
• But also the support of your customers could be the reason for a CRM, after all they should be best taken care of by the customer service and continue to shop with you.

CRM targets

During lead generation, particularly many data come together. These must be handled by your sales and marketing teams - unimaginable without software. CRM systems or lead management software are therefore used. The two systems are often used as synonyms. They do indeed resemble each other, because with both tools you can manage your leads. But they still differ in other points.

Many sales people work with lead management software. They capture, store and pursue leads with it (more about Lead Management). As soon as a lead becomes a customer, the work in the lead management system is done. If that's just your thing, you should definitely check out the best lead management software, such as SalesforceCRM.

If you want additional functions, you are better off with CRM software. With it, in addition to the leads, you also manage all your existing and new customers and thus all service actions. In short: everything that has to do with your customers and interested parties.

These are the 5 most common CRM goals

There are many good reasons for a CRM system. As a rule, more than one of them leads to the decision to introduce a CRM.

Five possible goals, which you can pursue with the introduction of a CRM system:

1. CRM goal: Improve customer loyalty with the help of a CRM

Acquiring new customers is usually much more expensive and difficult than persuading existing customers to buy again. Those who have already had good experiences with you have a basic trust in you and your offer. This affects both the service (sympathy) and the quality (performance).

Often, new customers also have to be enticed with discounts, which is why your profit on an order by existing customers can turn out higher than with new customers.

One of the most common CRM goals is therefore to strengthen the customer relationship and customer loyalty and to focus on this.

2. CRM goal: Create more time for personalisation with a CRM 

Whoever reduces monotonous tasks of employees to a minimum has more (wo)manpower for personalisation. You surely know it from yourself: the more you get the feeling that a solution is tailored to you, the better you feel taken care of.

3. CRM goal: Generate the optimal customer journey with the help of a CRM

Without software, it is almost impossible to analyse customers and build the optimal customer journey for them. So you have the choice: Either you put your money and your time into a theory that can lead to success according to your assessment, or you simply let your target group show you what they want.

For this you just need to collect, categorise and evaluate the data and then use it in your work with your customers in order to shape the relationship with them positively.

4. CRM goal: Keep an eye on the economy with the CRM

What happens if … Plans are there to be implemented and controlled. Whether your plan works out, you can and should check based on defined key figures. A CRM software supports you in always having all relevant KPIs under control.

KPIs give you information about the development of your company in different areas and help you in monitoring your goals. They should be as accurate as possible to avoid wrong decisions due to wrong assumptions. In addition, it is important to constantly check and adjust them if necessary, as your business model and processes may change.

By monitoring your most important KPIs you can discover potentials and eliminate dangers.

5. CRM goal: Increase efficiency and productivity in the company with a CRM

When monotonous and administrative tasks are eliminated, processes become more efficient and workflows shorter. And not to forget: The work is simply much more fun!

How do you measure your CRM goals?

As often, rethinking processes and data collection is of little use if the real success is not measured afterwards. Which KPIs you should specifically measure in your customer relationship management process mainly depends on your goal setting.

These are the most commonly defined CRM KPIs:

1. Conversion rate (CR): How many leads can you generate with a certain effort? (More about CR)
2. New customer rate: How many new customers can you win with a certain effort?
3. Customer Lifetime Value (CLV): How high is the profit made with your customers? (More about CLV)
4. Customer Satisfaction (CSAT): How high is the customer satisfaction of your customers in percent?
5. Net Promoter Score (NPS): How likely is it that your customers will recommend you?

What forms of CRM are there?

There are operational, collaborative, analytical and communicative CRMs. In most cases, a CRM system that covers all four CRM forms is recommended. It is best to be clear in advance what CRM goals you are pursuing with the system. Then you can weigh up which areas are relevant for you.

The four components in CRM

1. The operational CRM

The operational CRM system is always at the centre of customer communication - in sales, marketing and customer service. Customer history and address data are always up-to-date and fully accessible. Employees always know which topics are interesting for their customers at which time.

2. The collaborative CRM

Seamless communication between you and your customers is important, but internal communication also contributes to successful cooperation. Collaborative CRM is all about working together with your employees and colleagues, external partners, suppliers and of course customers. Joint working takes place on a whole new level. Documents and data can be edited together and agreements are made directly in the CRM - no matter where the project is being worked on.

3. The analytical CRM

The analytical CRM system is all about numbers and facts. Key figures are defined, analysed and evaluated. A lot of data is collected from sales and marketing activities as well as social media, using business intelligence and artificial intelligence. Data is collected with the help of analysis tools and evaluated in the form of reports.

4. The communicative CRM

Similar to the operational CRM, the communicative CRM revolves around customer contact. Whether an exchange takes place by telephone, over social media, by email or by post - here the information is stored and filed. It is extremely interesting to find out which communication channel works best for your target group.

The most popular CRM software on OMR Reviews

On OMR Reviews, you find overviews, application reports and user experiences for all CRM systems. Be sure to inform yourself in advance about what to look out for when choosing a CRM. If you are self-employed, for example, and your customer data is still manageable, free CRM systems may already be sufficient. In this case, be sure to check out the best free CRM tools

.Is it allowed to be a little more? Then definitely take a closer look at our best sales CRM software

. Especially for medium-sized and small businesses it can be difficult to find a solution that fulfils all requirements and does not exceed the budget. But even here, we offer you an overview of the best CRM systems for small businesses and start-ups.CRM systems are a great thing to increase customer satisfaction and, ultimately, sales. No matter what size of company and what budget - there is an efficient solution for everyone. On OMR Reviews, you can find real user experiences and ratings of different CRM software, e.g. for the following:You have decided for a CRM, what now?

Once you have decided on a CRM, you only have the strategy development, process management and IT management ahead of you.

SAP Sales Cloud

Zoho CRM

monday CRM

SugarCRM

BSI Customer Suite

Salesforce Sales Cloud

TecArt CRM

CentralStationCRM

SuperOffice

Samdock

CRM goals and implementation

The development and implementation of a good

CRM strategy

is essential. Based on your goals, you should develop a concrete strategy instead of just getting started. There are probably also some internal processes that need to be adjusted to your CRM system. This shows that never change a running system is in few cases the best strategy. Use the opportunity and establish effective processes that save you time and money with your CRM software.You now know exactly what to do and your processes are in place? Then it's on to the nitty-gritty, namely the implementation of your CRM system. The implementation is completed? Then you can finally put your desired

customer relationship management measures

into practice.Conclusion to Customer-Relationship-Management goalsFact is, it also works without CRM. Just like fire can be made with wood and stone. The question is only whether you want to work in your customer relationship management without CRM software. A CRM is already worth it for tasks that arise in the smallest company, like collecting your customer data.

The more effectively you want to work and the larger you want to become, the more functional your CRM system should be.

Fakt ist, es geht auch ohne CRM. Genauso wie Feuer auch mit Holz und Stein gemacht werden kann. Die Frage ist nur, ob du in deinem Kundenbeziehungsmanagement ohne CRM-Software arbeiten willst. Ein CRM lohnt sich bereits für Tätigkeiten, die im kleinsten Unternehmen anfallen, wie das Sammeln deiner Kundendaten.

Je effektiver du arbeiten möchtest und umso größer du werden willst, desto funktionaler sollte dein CRM-System aufgebaut sein.