CRM system – definition
A CRM (Customer Relationship Management) system is an IT tool or platform used to manage customer relationships. It allows you to track customer interactions, collect information about them, and analyze data to better understand their needs and preferences. CRM systems are used to automate sales, marketing, and customer service processes, contributing to increased business efficiency and building lasting customer relationships.
Types of CRM systems
- Operational CRM
Features:
- Contact management (CRM sales force automation)
- Sales opportunity management (lead management)
- Customer service automation (e.g. helpdesk)
- Marketing campaign management
- Calendar and email integration
- Analytical CRM
Features:
- Customer data analysis (e.g. segmentation, profiling)
- Research on purchasing behavior
- Trend forecasting
- Identifying gaps in your marketing strategy
- Interactive CRM (Collaborative CRM)
Features:
- Customer relationship management (e.g. call center, live chat)
- Customer service across various channels (e.g. social media)
- Personalization of communication
- Building relationships with customers
Division by implementation method:
- On-premise CRM : installed on the client's server
- CRM SaaS : available online in the cloud
Division by functionality:
- Universal CRM : designed for companies with various business profiles
- Industry CRM : tailored to the specific needs of a given industry
Benefits of implementing a CRM system
- Improving sales efficiency:
- Automation of sales processes
- Improving contact and sales opportunity management
- Better monitoring of sales progress
- Shortening the sales cycle
- Increase conversions
- Increased customer satisfaction:
- Improving customer service
- Personalization of communication
- Solve problems faster and more effectively
- Building customer loyalty
- Increasing the NPS score
- Knowing your customer better:
- Collection and analysis of customer data
- Customer segmentation and profiling
- Identification of customer needs and preferences
- Marketing strategy optimization
- Improving communication and collaboration:
- Centralization of customer information
- Improving the flow of information
- Better collaboration between departments
- Productivity increase
- Cost reduction:
- Process automation
- Optimization of marketing activities
- Increasing customer service efficiency
- Error reduction
- Access to data in one place:
- Central customer database
- Easy access to information
- Ability to generate reports and analyses
- Better decision-making:
- Access to customer data and market trends
- Possibility to analyze data and draw conclusions
- Better business decision-making
- Increasing competitiveness:
- Implementation of modern tools
- Improving operational efficiency
- Strengthening the market position
How much does a CRM system cost?
The cost of a CRM system can range from several hundred to tens of thousands of zlotys, depending on several factors:
1. Functionality:
Basic CRM systems offer basic features such as contact and opportunity management and are typically less expensive.
More advanced CRM systems offer a wide range of features, such as marketing automation, data analysis, and project management, and are usually more expensive.
2. Number of users:
The more users use the CRM system, the higher its cost will be.
3. Implementation method:
On-premise CRM systems (installed on the customer's server) are usually more expensive than SaaS systems (available online in the cloud).
4. Customization:
Customizing a CRM system to suit a company's individual needs may generate additional costs.
5. Support:
The cost of a CRM system may also include technical support and user training.
Sample prices for CRM systems:
- CRM for small businesses: from several hundred to several thousand zlotys per year.
- CRM for medium-sized companies: from several to several thousand zlotys per year.
- CRM for large companies: from several dozen to several hundred thousand zlotys per year.
Differences between CRM and CX
| Criterion | CRM (Customer Relationship Management) | CX (Customer Experience) |
| Definition | A customer relationship management system or strategy. | A customer's overall perception of their interaction with a company and its products. |
| Area of operation | Focuses on processes and tools related to customer management. | It focuses on customer experience across all touchpoints with the company. |
| The goal | Ensuring effective customer relationship management and increasing sales. | Striving to create positive, satisfying customer interactions with the company, leading to loyalty and repeat purchases. |
| Data range | Collects and analyzes customer data, interaction history and preferences. | It includes customer opinions, impressions of using products/services, and emotions and feelings related to the shopping experience. |
| Key tools | Databases, marketing automation and customer service systems. | Surveys, customer behavior analysis, customer journey mapping, sentiment analysis. |
| Limitations | It can focus more on business processes than on customer experience. | It can be more complex and time-consuming to implement due to the need to analyze multiple aspects of the customer experience. |
| Role in business | It is a key tool supporting marketing, sales and customer service activities. | It is an integral part of the business strategy, emphasizing building long-term relationships with customers through excellent experiences. |
Popular CRM systems
1. Salesforce:
- One of the most popular CRM systems in the world.
- It offers a wide range of features, including contact management, sales, marketing and customer service.
- Available in various versions, including those for small businesses, medium-sized businesses and large enterprises.
2. Microsoft Dynamics 365:
- Integrated CRM system with Microsoft Office.
- It offers a wide range of features, including contact management, sales, marketing and customer service.
- Available in various versions, including those for small businesses, medium-sized businesses and large enterprises.
3. Zoho CRM:
- Popular cloud-based CRM system.
- It offers a wide range of features, including contact management, sales, marketing and customer service.
- Available in various versions, including a free version for small businesses.
4. HubSpot CRM:
- A popular cloud-based CRM system known for its marketing features.
- It offers a wide range of features, including contact management, sales, marketing and customer service.
- Available in various versions, including a free version for small businesses.
5. SugarCRM:
- Popular cloud-based CRM system.
- It offers a wide range of features, including contact management, sales, marketing and customer service.
- Available in various versions, including those for small businesses, medium-sized businesses and large enterprises.
Other popular CRM systems:
- Oracle CRM
- SAP CRM
- Pipedrive
- Insightly
- Nimble
CRM integration with Shopify and Shopify Plus
There are several ways to integrate CRM systems with Shopify ( Shopify implementations ):
- Applications
There are many apps available in the Shopify App Store that allow integration with popular CRM systems like Salesforce, HubSpot, and Zoho.
- API
Shopify offers an API that allows developers to integrate CRM systems with Shopify.
- Integration services
There are many companies that offer CRM integration services with Shopify.
