Customer relationship management (CRM) is a software program that allows you to keep track of all of your company’s customer and potential customer contacts and interactions. The goal is straightforward: to strengthen economic ties. A customer relationship management system (CRM) helps companies remain in touch with customers, streamline processes, and increase revenues.

When people talk about CRM, they typically mean a CRM system, which is a tool for managing contacts, sales, productivity, and other responsibilities.

A CRM system allows you to focus on specific individuals in your organization, such as customers, service users, colleagues, or suppliers, throughout the relationship’s lifespan, which includes discovering new customers, earning their business, and providing support and extra services.


Who is CRM designed for?

Sales, customer service, business development, hiring, marketing, and any other area of company may benefit from a CRM system since it makes it easier to manage the external interactions and connections that drive success. In one location, a CRM solution helps you to maintain track of customer and prospect contact information, find sales opportunities, track service issues, and manage marketing campaigns – and Make information about every client interaction available to everyone at your firm who needs it.

Collaboration and productivity are simpler to achieve when data is clear and accessible. Everyone in your company has access to information on how customers were reached, what they bought, when they last bought, how much they spent, and much more. CRM can help organizations of all sizes grow, but small firms in particular benefit from it since staff are constantly encouraged to do more with less.


Here’s why CRM is important to your company.

According to Gartner, CRM will be the single most profitable area of commercial software investment by 2021. You probably know that if you want your business to endure, you’ll need a long-term strategy. You’ve established goals for yourself in terms of sales, business, and profit. However, collecting accurate, up-to-date information on your development might be difficult. How can you transform sales, customer service, marketing, and social media monitoring data into relevant business intelligence?

A customer relationship management system (CRM) may provide you a comprehensive view of your clients. Everything is in one place: a simple, customizable dashboard that shows you a client’s previous contacts with you, the status of their orders, any outstanding customer service issues, and more.

You may also incorporate data from their public social media activity, such as their likes and dislikes, as well as what they’re saying and posting about you and your competition. A CRM solution may help marketers better understand the sales or prospect funnel, making forecasting easier and more accurate. Every chance or lead will be clearly visible, allowing you to follow a clear route from inquiry to sales. Moving beyond CRM as a sale and marketing tool and integrating it throughout your company – from HR to customer service and supply-chain management – may result in significant productivity improvements.

Despite the fact that CRM systems have generally been utilized for sales and marketing, customer service departments are getting significant benefits from them. Today’s client could raise a complaint on one channel — say, Twitter — and then settle it privately via email or phone. CRM software allows you to handle inquiries across channels without losing track of them, and it provides a single picture of the customer to sales, service, and marketing.


Running a business without CRM may be quite expensive.

When there is more administration, there is less time for everything else. A well-run sales staff may generate a flood of data. Reps are out on the road talking to customers, meeting prospects, and gathering vital data – but all too frequently, this data is lost in handwritten notes, computers, or the minds of your salespeople.

Details can be missed, meetings aren’t followed up on promptly, and prioritizing clients might be a guessing game rather than a scientific endeavor. All of this can be exacerbated if a key salesman leaves. When CRM isn’t in place, though, it affects more than just sales.

Customers may contact you through phone, email, or social media with questions, order updates, or to report a problem. Communications might be ignored or lost in a rush of information without a consistent platform for consumer interactions, resulting in a sluggish or inadequate response.

Even if you are successful in obtaining all of this information, you will still need to figure out what to do with it. Intelligence can be tough to obtain. Reports may be time-consuming to produce and squander important selling time. Managers can lose sight of what their teams are doing, which means they can’t provide the appropriate assistance at the appropriate moment – and a lack of monitoring can lead to a lack of accountability from the team.


What is the purpose of a CRM system?

By organizing client and prospect information in a way that helps you create deeper relationships with them and expand your business quicker, a customer relationship management (CRM) system may help You find new consumers, gain their trust, and keep them happy. CRM systems start by collecting data from a customer’s website, email, phone, social media, and other sources. Other data, such as current company activity news, may be automatically imported, and personal information, such as a client’s communication preferences, may be saved. The CRM tool organizes this data into a comprehensive record of persons and businesses, allowing you to better understand your connection over time.

A CRM platform can be connected to other business technologies that help you develop customer interactions. Today’s CRM systems are more open, and they may link with your favorite business tools like document signing, accounting and billing, and surveys, allowing information to flow both ways and providing you with a comprehensive 360-degree view of your consumer

And a new CRM generation goes much further: Integrated intelligence automates administrative processes like data entry and lead or service case routing, allowing you to focus on more important responsibilities. Automatically produced insights assist you in better understanding your clients, even forecasting how they will feel and act so you can prepare the appropriate outreach.

Here’s how a customer relationship management system may benefit your company right now.


Implementing CRM technology has been shown to produce tangible results, including instant financial gains. CRM software has a history of producing revenue.



A CRM system may help you quickly locate and add new prospects, as well as categories them correctly. Sales can priorities the prospects that will complete transactions by concentrating on the right leads, and marketing can identify leads that need more nurturing and prepare them to become by concentrating on the correct leads, you may generate high-quality leads.


If sales and marketing have complete, accurate, and centrally kept information on their clients, they can focus their attention and efforts on the right clientele.


Cross-selling and upselling opportunities become obvious as you get a greater understanding of your clients, offering you the opportunity to acquire additional business from existing customers.


If you have better visibility, you’ll be able to keep your customers happy with superior service. Repeat consumers are more likely to become happy, and repeat customers spend more – up to 33% more, according to some research.


Customers increasingly expect rapid, individualized service at any time of day or night. A customer relationship management system (CRM) can help you deliver the high-quality service that your customers demand. Your agents can instantly see what goods consumers have bought and keep track of every interaction so they can swiftly provide clients with the information they want.


A good CRM system will gather information from a variety of internal and external sources. This provides you with unmatched insight into how your consumers feel and what they’re saying about your company, allowing you to enhance what you provide, uncover gaps, and notice problems early.

Here’s how a CRM may help your company plan for the future.
As the COVID-19 epidemic shown, a company’s capacity to adapt to external events may make or ruin it. Some firms have succumbed to the effects of the recession. Many companies have pivoted and been able to change their products or services in order to reach out to new clients in new ways, resulting in a completely new customer base. Ecommerce, logistics, and pharmaceuticals are just a few of the thriving businesses. However, the client is at the Centre of all of these enterprises.

So, how might a CRM benefit your company? We’ll look at how a solid system may help your company prepare for the connected consumer’s expectation of a consistently outstanding experience across the customer journey.


A unified customer relationship management system can connect sales, marketing, and To establish a comprehensive perspective of a company’s clients, use customer service. With 62% of consumers willing to tell others about a terrible experience, the importance of maintaining a positive customer journey cannot be emphasized. Sixty-six percent of millennial customers want real-time replies and engagements, and forty percent of all customers would not do business with a firm if they are unable to communicate using their preferred methods. A customer relationship management system (CRM) that records all of these interactions across devices and time can improve the customer experience.

The transition to the internet in recent years will outlive the epidemic. In Singapore, two out of five customers (37%) have increased their online purchasing, and three out of four (76%) have stated that they would not return to their previous (lower) levels of online shopping.


Businesses must guarantee that each encounter is defined by the client in order to really personalize the customer experience. Sixty-one percent of millennials are willing to disclose personal information in exchange for a more tailored shopping experience, and it is this generation that is reaping the advantages of hyper-personalization.

Hyper-personalization can relate to customizing items, delivering specific products in certain areas depending on what’s popular, personalizing messaging using Omni channel data, or real-time interaction.


Artificial Intelligence can assist businesses in making wiser and faster decisions (AI). With 64% of consumers anticipating personalized engagement based on previous contacts, marketing AI may use data from encounters to forecast which messaging your customers would respond to. Consumers have utilized several channels to initiate and finish a single transaction in 71% of cases, which is why employing artificial intelligence to follow customers across mediums and devices is critical for sales. On the operational side, 68 percent of consumers prefer to use self-service channels for minor concerns or difficulties, such as knowledge bases or customer portals.

Over the next ten years, marketers in Singapore anticipate 5G wireless networks, an increased online population, and new laws to have the most influence on their job. According to a recent poll, 72 percent of consumers and 83 percent of corporate purchasers want businesses to adopt new technology to improve customer experiences. This involves offering rich and dynamic personalization for offers, goods, and procedures; self-service for zero-touch automation; communicating with consumers on their chosen channels; and expediting quoting and purchase processes for 5G.


A steady stream of data may flow into the CRM platform thanks to linked gadgets all around us. Over the next decade, the Internet of Things is expected to boost worldwide business earnings by around 21%. IoT may collect real-time analytics on information such as how and where consumers use things they’ve purchased, what they’re using them with, and if the products are performing effectively at a company level. It also has consumer support: 77% of customers think linked products (including smart speakers, fitness trackers, and security systems) make their lives simpler. This all adds up to a better chance of increasing consumer interaction as well as research and product development.


Customers value a company’s experience as much as its products and services, according to 84 percent of respondents. This is frequently what keeps people coming back. When they can’t locate their favorite brands, one out of every three digital consumers in Southeast Asia will switch brands; yet, 42 percent indicated they had purchased more from established brands in recent months.

Here’s what a cloud-based CRM can do for your company.

Everything has altered as a result of CRM and the cloud computing revolution. Perhaps the most significant recent development in CRM systems is the shift from on-premises CRM software to cloud CRM software. Organizations throughout the world are realizing the benefits of shifting data, software, and services into a secure online environment since they are no longer need to install software on Thousands or maybe hundreds of thousands of desktop PCs and mobile devices


Cloud-based CRM systems ensure that all users have constant access to the same data. Your mobile sales team may access data, update it right after a meeting, and operate from any location. Everyone who needs it, from salespeople to customer service representatives, has access to the same data.


CRM may be simple to set up and use. A cloud-based solution does not require any special configuration or hardware; cutting IT costs and removing the burden of version control and update schedules.

Cloud-based CRM solutions are typically priced based on the number of people that utilize the system and the functionality you want. This is both cost-effective and flexible in terms of capital expenditure, allowing you to expand up and hire additional employees as your company grows.


  • Increased collaboration
  • Faster deployment
  • Automatic software upgrades
  • Cost-effectiveness and scalability
  • Work from anywhere, on any device

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