CRM stands for Customer Relationship Management. Although the acronym is sometimes used to describe strategy, it usually refers to a software solution. CRM helps you keep track of your customers, their purchase history, inquiries, communications and other important data.
CRM origins
The first predecessor of CRM appeared in the 1980s with the increasing need of companies to keep track of their customers and purchasing history. It led to the creation of “database marketing” systems. In 1987, Conductor Software developed ACT – Activity Control Technology, later Automated Contact Tracking. This allowed salespeople to add information to contacts and sort them into groups.
In the 1990s, adding new features resulted in the creation of a new kind of information systems – Sales Force Automation (SFA). These systems included processes automation and thus helped increase the sales efficiency. Around 1995, the terminology was unified into what we now know under the acronym CRM.
The importance of CRM for businesses
A CRM system allows companies to collect and manage data about their existing and potential customers in one place. It includes both a contact database and information about inquiries, purchases, or use of customer support.
Sales departments track individual stages of business opportunities, while marketers use CRM data to better target campaigns or personalise messages. However, CRM systems provide many different features. For example, users greatly appreciate automations that save meetings to their calendar and remind them of contract anniversaries.
CRM systems in practice
You can find both international CRM systems and local Czech solutions on the market. Some CRMs focus on specific business industries or a certain group of users.
Czech CRM systems include Raynet and eWay-CRM. HubSpot is especially well-known among marketers. The most well-known CRMs in general include Salesforce, ZOHO CRM and Pipedrive.
Pipedrive CRM is used by more than hundred thousand companies around the world and has won our hearts with its intuitive operation and endless integration possibilities and add-ons.
Image source: pipedrive.com
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Pipedrive is one of the most popular CRM systems on the market. It’s easy to use, flexible, and designed to save time and help you close more deals.
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