What Is CRM? Understanding Customer Relationship Management (CRM) Systems

CRM là gì? Cùng Getfly khám phá hệ thống CRM giúp doanh nghiệp quản lý khách hàng hiệu quả, tăng doanh thu và nâng cao trải nghiệm chăm sóc khách hàng.

What Is CRM? Understanding Customer Relationship Management (CRM) Systems

CRM là gì? Cùng Getfly khám phá hệ thống CRM giúp doanh nghiệp quản lý khách hàng hiệu quả, tăng doanh thu và nâng cao trải nghiệm chăm sóc khách hàng.

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What is CRM? CRM is a customer relationship management system that enables businesses to record and manage interactions with customers. It is also considered a solution that helps enhance customer experience efficiently and quickly. So what are the specific benefits, features, and operating mechanisms of CRM? Let’s explore them together with Getfly in the article below.

1. What Is CRM?

CRM stands for Customer Relationship Management. CRM can also be understood as a strategy designed to build, maintain, and optimize customer relationships through effective data management and communication activities.

Instead of storing customer information separately on paper or Excel files, CRM software centralizes all customer data on a single platform, allowing businesses to track the customer journey, record every interaction, and deliver more personalized customer care. In an increasingly competitive environment, understanding and applying CRM correctly not only helps increase sales but also creates long-term advantages in customer retention and sustainable growth.

In the digital era, where customer experience is a critical success factor, owning a powerful CRM system is the key to improving productivity, personalizing services, and achieving sustainable business growth.

1.1. Who Should Use a CRM System?

A CRM customer management system is a useful tool for many business models, from small and medium-sized enterprises (SMEs) and large enterprises to businesses that need to manage customer care effectively. In addition, CRM software is especially suitable for managing customer data to support Sales, Marketing, and Customer Service teams.

For example, a spa chain can use CRM to record customer information (name, phone number, service usage history, preferred services, visit frequency, etc.), automatically send birthday greetings and promotions, and analyze sales data to adjust business strategies.

1.2. What Are the Benefits of a CRM System?

CRM systems stand out for their comprehensive management capabilities, ease of use, and applicability across many types of organizations—from small household businesses to large enterprises. The benefits of CRM systems include:

Improving Customer Relationships

CRM records and stores customer information (name, phone number, email, address, purchase frequency, interaction history, etc.), making customer care easier and more effective. Specifically, CRM helps businesses:

Personalize services and consultations for each customer segment
Predict customer needs to recommend products or services at the right time
Resolve issues quickly based on historical information, creating satisfaction and long-term loyalty

Enhancing Sales and Marketing Effectiveness

With centralized customer data management, CRM enables personalized marketing campaigns and accurate targeting of potential customer segments, thereby increasing conversion rates.

In addition, automating processes such as email marketing, sales pipeline tracking, and opportunity management helps save time and resources, allowing sales teams to focus on higher-value activities.

Automating Workflows

Customer management systems can automate repetitive tasks such as customer classification, data updates, and automated email marketing, helping increase productivity and improve customer care efficiency.

CRM Supports Data Analysis and Data-Driven Decision-Making

Data recorded in CRM software is aggregated and analyzed into visual reports, providing insights into customer profiles, marketing campaign effectiveness, sales performance, and market trends.

As a result, businesses can make data-driven decisions, optimize strategies, and improve operational efficiency.

1.3. What Are the Common Types of CRM Systems?

There are four main types of CRM systems, each focusing on a different aspect:

Operational CRM

This CRM system automates customer-related business processes (marketing, customer service, etc.), increasing efficiency by automating tasks such as sending marketing emails. As a result, processes are standardized, helping businesses handle requests faster and reduce manual work.

Analytical CRM

This system focuses on collecting, analyzing, and reporting customer data to generate deep insights into customer behavior, preferences, and needs.

Analytical CRM can collect and analyze data from multiple sources, such as purchase history, website interactions, and customer feedback, to support business decision-making and predict consumption trends.

Collaborative CRM

Collaborative CRM focuses on sharing customer information across different departments within a business and with external partners.

This type of CRM enables seamless information sharing and integrates communication channels such as email, call centers, and social media, improving cross-department collaboration and delivering a consistent customer experience.

Strategic CRM

Strategic CRM focuses on using customer information to develop long-term business strategies.

Its key characteristics include deep integration with other enterprise systems and a strong focus on optimizing the entire customer experience to build loyalty and increase long-term profitability. This type of CRM uses data from other CRM systems to shape overall business strategy.

2. Why Should Businesses Use a CRM System?

The most basic CRM systems initially focused only on consolidating customer information into a single database. Over time, many useful features have been developed and integrated into modern customer management software, including:

2.1. Marketing Automation

Marketing automation helps automate repetitive marketing and customer care tasks. It also supports building detailed customer nurturing scenarios tailored to different customer segments throughout the Pre-sales – In-sales – Post-sales stages.

For example, when a customer subscribes to a newsletter, the system automatically sends a welcome email and subsequent newsletters based on a predefined schedule. If the customer interacts (e.g., opens emails or clicks links), the system can send follow-up emails aligned with their behavior. If the customer does not engage, the system can adjust email frequency or content accordingly.

2.2. Automated Workflow and Sales Process Management

This feature helps businesses optimize workflows and sales processes, allowing employees to focus on higher-value activities, fostering creativity, and increasing productivity. For example, CRM systems can automatically assign leads, track sales progress, send automated emails and messages, and generate sales reports.

2.3. LBS Location-Based Services Technology

LBS technology allows businesses to target customers based on real-time location, helping them reach nearby customers and build region-specific business strategies aligned with local culture. This technology also supports identifying potential customers based on geographic location.

2.4. Leveraging Potential Customer Information

CRM provides a large database of potential customers, including contact details, interaction history, preferences, and purchasing behavior. Businesses can also easily track the customer journey from initial sources (such as social media, websites, online ads, offline events, etc.) to subsequent interactions.

Leveraging this information allows businesses to segment customers accurately and build personalized marketing campaigns tailored to specific customer groups.

2.5. Human Resource Management

CRM systems also support human resource management by storing employee information such as contact details, personnel profiles, labor contracts, compensation structures, and performance evaluations, helping businesses manage internal workforce more effectively.

2.6. Data Analysis

CRM systems provide customer data analysis to develop more effective sales and marketing strategies.

For example, if analysis shows that customers who purchase Product A often also purchase Product B, CRM can automatically send emails recommending Product B to customers who have purchased Product A. This increases customer satisfaction by delivering relevant recommendations.

2.7. Artificial Intelligence (AI)

AI technologies such as Salesforce Einstein help automate repetitive tasks, saving time and resources. AI can automate lead scoring, personalized email delivery, appointment scheduling, report generation, and even predict customer behavior.

Additionally, AI uses machine learning algorithms to analyze customer data and recommend suitable marketing strategies.

2.8. Project and Task Management

Project management features help track progress and risks, create and assign tasks, monitor timelines, manage resources, send automated reminders, and align project goals with customer expectations.

For example, a construction company can use CRM to track home-building progress for customers, update information on materials, labor, and emerging issues, ensuring projects are completed on time and meet customer requirements.

2.9. Integration with Other Software

Modern CRM systems can integrate with various software platforms to form a comprehensive information ecosystem. CRM can integrate with ERP systems, social media platforms, e-commerce marketplaces, and call centers to synchronize order, inventory, and financial data, providing a holistic view of business operations.

3. How CRM Customer Management Systems Operate

Customer Relationship Management (CRM) systems operate by centralizing and automating customer-related processes, helping businesses better understand customers, improve interactions, and enhance sales, marketing, and customer service effectiveness.

This process consists of the following five key steps:

Step 1: Collecting and Maximizing Data Potential

This initial step focuses on identifying and engaging potential customers (leads) who have demand for the company’s products or services. Sales teams perform activities such as:

Searching for and collecting potential customer information
Classifying and segmenting customers
Consulting and closing sales
Post-sales customer care
Contract and receivables management
Reporting and performance measurement

After contracts are signed, the role of the Account Manager becomes critical. They are responsible for maintaining relationships, supporting customers during product or service usage, and identifying new business opportunities from existing customers.

Step 2: Marketing Communication and Sales Consulting

At this stage, CRM plays a role in collecting customer data (demographics, purchasing behavior, preferences, etc.) to segment markets, identify needs, and build effective marketing strategies.

CRM systems support accurate data updates, fast responses, and optimized marketing and sales activities while minimizing unnecessary communication. Data collected at this stage is used to personalize messaging and build tailored consulting and customer care scenarios.

Step 3: Building Post-Sales Customer Care Processes

At this step, businesses deploy CRM to maximize customer satisfaction and strengthen loyalty.

Key activities include:

Technical support: Providing fast and effective solutions to technical issues, guiding product or service usage, and addressing customer inquiries
Customer care: Handling complaints and feedback promptly and professionally to ensure satisfaction and deliver high-quality after-sales service
Remarketing: Actively engaging customers by sending promotions, special offers, and notifications about new products or services
Revenue growth: Increasing revenue through upselling, cross-selling, and customer referral programs

Step 4: Monitoring Overall Campaign and Customer Reports

At this stage, CRM serves as a central hub by providing a structured and centralized customer data repository. This database includes transaction history, interactions, feedback, and preferences, supporting campaign evaluation and the development of new business strategies.

Step 5: Building Customer Loyalty

At this stage, CRM activities are divided into three main phases:

Pre-sales: Focused on attracting and converting potential customers into actual customers
In-sales: CRM supports opportunity management, task management, comprehensive customer information, negotiation support, and sales performance analysis to increase closing rates
Post-sales: Focused on maintaining and developing relationships with existing customers through customer care, technical support, and loyalty programs

To ensure effectiveness, businesses need to establish a clear CRM process tailored to their specific needs, implemented consistently and monitored regularly.

The article above provides detailed insights into what CRM systems are and related concepts. CRM software is currently considered a leading solution that helps businesses enhance customer service quality effectively. We invite businesses to explore Getfly CRM to experience comprehensive business operations today.

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Learn more about us at:

Don’t miss out

CRM App #1 Thế Giới

2023-07-18 01:25:20

Giải pháp chuyển đổi số

2023-07-18 01:24:40

Chính sách bảo mật

2023-06-29 08:49:50

Getfly CRM is an all-in-one platform built for SMEs with the mission: “Get Simple - Fly Different.” Our ecosystem of solutions includes CRM, Marketing Automation, Customer Care, Social CRM, HRM, Finance - Accounting... Getfly CRM is an all-in-one platform built for SMEs with the mission: “Get Simple - Fly Different.” Our ecosystem of solutions includes CRM, Marketing Automation, Customer Care, Social CRM, HRM, Finance - Accounting... All are integrated into a single platform, helping businesses streamline operations and maximize efficiency.