Introduction to CRM

CRM is a backbone for any organization. A customer can be delighted by the product or the offerings made by a company but if they fail to covert a good sale to a good service, then it is a problem for the future of that organization. A CRM application is a one stop solution of an organization where they can do end to end transaction right from getting leads to serving the customers.

CRM which stands for Customer Relationship Management tool, plays a vital role for any organization to maintain its end to end transaction with a customer. A CRM tool should be enabled in such a way that it fits all the organization and business needs of a service provider for its end client. CRM tool should be capable enough to handle all the transaction right from getting a lead/opportunity till handling all the queries during customer services. There are many tools in the market which can fit to the purpose but there are no tool which can fill the 100% needs.

CRM by Modules:

This is a huge debate topic that how many modules are there in CRM? The quick answer is five. But the core CRM is made up of only three modules. Reporting and Social media/Events can be considered as other wings to it.

The three core modules of the CRM are:

  1. Sales
  2. Services
  3. Marketing

Sales: Sales is the process to create or generate a new business for the company. A typical sales process starts with Lead which converts to an account till the end stage of invoice. Opportunity plays a vital role in a sales process. An opportunity creates sales pipeline to track the opportunity and it is called Won if customer agrees with the quote and it is called Lost when customer do not agrees with the quote and sales lifecycle ends.

Sales Process

Services: This is a wide area where an organization provides support to the sale which is already made. In other words, serving the customer through different modes of operation. It can be a call back request from the customer to a monthly invoice or an email statement or an appointment to answer the queries.

This is a big area which helps an organization, to see a happy customer which may lead to a positive social review.

Services do not have a defined process in the CRM process like Sales. A service an be of two types: event based, or commitment based. For example:  a call back request from a customer is an event-based service while monthly statement in an email or a paper mail is a commitment-based service.  

Core Mode of Services

Marketing: Think about an advertisement or a trade fare or a sales campaign where a lead gets generated or an organization displaying offerings/launches/benefits for future customers. By the definition mode, marketing is a process to generate or to bring new businesses to an organization.

Like Services, marketing also does not have any defined process. It depends upon the strategy of an individual organization. Let’s meet in my next blog for more for more on CRM. We are going to talk about the CRM admin modules, Entities and all the possible things you should know. Write me on if you have any question.

Raghubansh Pandey

About Dr Namrata

A full time blogger, a freelancer, a scholar, a reader, a thinker and a responsible human being.

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