What is CRM and why do you need a CRM software?

Customer Relationship Management, also called CRM or customer relationship management, means working actively and structured to improve customer relationships and create long-term relationships. This can mean setting up internal structures for how a company communicates with its customers and to simplify the work, it is common to take support from some form of IT tool such as a CRM system.

A CRM system can also be called a CRM tool or CRM program and is an IT support that gives you full control over your customer relationships – this by gathering all customer communication in one place. A CRM system is also advantageously connected to other important IT systems such as business systems (ERP) to provide an overall picture of each customer.

The uses for a CRM system are almost endless, but the most common is support for activities related to sales, marketing and customer service. In sales, the CRM system can, for example, simplify prospecting for new customers, follow up sales discussions and create an overview of the sales pipeline. In marketing, a CRM system is often used to manage incoming leads from the website and to carry out and analyze campaigns and news releases. Customer service and support functions often use the CRM system to handle incoming cases and questions from customers.

Choosing a CRM system is not always easy. Therefore, it is good that you and your colleagues evaluate different options and ask yourself; Why are we making this investment? What is our goal with the CRM system? Who should work in the tool? What features are important to our users? What does our budget look like? By knowing where you are and where you want to go, you reduce the risk of side tracks and increase the probability of finding the right supplier faster.

Obvious. In order for you to get the most out of a CRM system, it is important that it is adapted to your particular company and processes. A CRM system must always be designed according to those who will use the tool. In addition, you do not have to pay for unnecessary components that you neither need nor will use.

All IT systems should do what they are best at and then integrate with each other to share information that the various software can benefit from. By integrating your CRM system with other IT tools, you get access to all information in one place, instead of looking for it in different systems. Be sure to choose a CRM system that can be integrated with tools that are important to you. Here are some examples of common CRM integrations: ERP and business systems , Business Intelligence (BI), Digital signatures, Gmail, Outlook and Email marketing tools . 

Investing in a CRM system can feel like a big investment and has a reputation that it is only profitable for large companies. Having a tool that nurtures customer relationships and creates new business opportunities is extremely important for companies during the growth phase and is an at least as profitable investment even for smaller companies.

Today, there are thousands of CRM providers on the market and price is obviously an important factor when investing in a new CRM tool. Some are completely free, while others require an investment. But do not forget to include other important factors, such as what return you can expect from different options and whether the CRM system can grow with your business.

Many people want to test a CRM system before they decide to invest, and of course you should do the same. Therefore, we offer the opportunity for you to squeeze and feel our CRM tools before you decide. Lime Go  is our slightly simpler sales and exploration tool for smaller companies. Lime CRM is our complete CRM system that is adapted to your needs. Read more about our products and test for free to get a sense of what it is like to work in the tools.