Chapter 3

CRM Marketing Software

What is CRM Marketing?
CRM (Customer relationship management) software is used to gather information
about customers in one central location. CRM marketing utilizes the data to help build
and maintain long-term relationships with customers.
By leveraging the data in
their CRM, companies can better understand the behavior, preferences, and needs of t
heir customers
. They can use this knowledge the create more effective marketing strategies.
What Should
Marketing Youdata
based on CRM Look for
is more In Marketing
personalized CRM
and relevant, Software?
leading to
improved ROI.
When choosing marketing CRM software, there are a few key elements you
should look for.
•Integration with other systems: The whole point of CRM software is to
become a single source of truth. It must integrate with as much of your stack
as possible.
•Ease of use: It doesn’t matter how powerful a tool is if nobody can figure out
how to use it. Your CRM should be something every employee who will need to
use it can be trained on quickly.
•Marketing analytics and reporting: The key to effective CRM marketing is
being able to use the data your CRM software provides. It’s important that the
 Best Customer
Relationship Management
Examples
Looking for customer relationship management
examples to inspire your brand? This article shows you
eight CRM examples and lessons to learn from each.
But that’s not all.
Toward the end of the article, we highlighted the types
of CRM systems and different CRM tool examples that
might be helpful to you.

You’ll see how good CRM initiatives help to cultivate

healthy customer relationships that lead to higher
engagement, loyalty, customer retention,
Customer relationship management examples summary
•Customer relationship management (CRM) refers to the strategies,
processes, and technologies used to build and maintain relationships with
customers.
•The key to effective CRM initiatives and customer communication is
tailoring your approach to the different stages of the customer lifecycle.
•The impact of customer relationship marketing and management
on your business:
1. Increased user engagement: With a good CRM system, you can tailor
customer journeys to meet customer needs and improve customer
engagement.
2. Improved customer experience (CX): With a better CRM experience, you
will be able to build long-lasting customer loyalty.
3. Higher customer satisfaction rates: When you focus on customer
relationships, customer satisfaction will be an added plus.
4. Better decision-making: With extensive data regarding your customers,
 Top CRM software
1.User pilot: A tool with extensive features to help you learn about your
examples
customers and optimize their interactions with your marketing campaigns.
2.Salesforce: Analytical CRM software used for sales pipeline automation. The
software also includes analytics from support, IT, and marketing, thus making it
easy for different teams to collaborate.
3.Hootsuite: Operational CRM software built for social media automation that
allows you to work with multiple social media platforms from one dashboard.
4.HubSpot: With its vast features and the integrations it allows, HubSpot helps
to design, build, and track customer relationships. The platforms also align
support, sales, and marketing teams to streamline
Customerbusiness processes.
relationship
management examples
1.Tracking customer behavior
2.Automated feedback collection
3.Data-driven decisions
4.Personalized customer experiences
5.Automated customer service
relationships
6.Omnichannel service
7.Strong social media presence
CRM Software Examples: 10 Industry Use Cases and Tools for 2024
CRM Software Examples: 10 Industry Use Cases and Tools for 2024
CRM Software Examples: 10 Industry Use Cases and Tools for 2024
 CRM
Definiti
ons
 IT perspective on CRM
IT companies have tended to use the term CRM to describe
the software tools that are used to support the marketing,
selling and service functions of businesses.
the information technology research and advisory firm,
reported that annual spending on CRM software reached
US$26.3 billion in 2015, up 12.3% from $US$23.4 billion in
2014, and forecast growth to US$80 billion by 2025 CRM
spending includes both software licenses and subscriptions,
and fees for cloud services including data storage. Large
businesses, for example banks, telecommunications firms
and retailers, were early adopters of CRM, but the current
growth in CRM spending is fueled by adoptions in other
sectors of developed economies, such as small and medium-
sized businesses and not-for-profit organizations.
Examples of Successful CRM 2023
Examples of Successful CRM 2023
Examples of Successful CRM 2023
Examples of Successful CRM 2023
Examples of Successful CRM 2023
Examples of Successful CRM 2023
Examples of Successful CRM 2023
Examples of Successful CRM 2023
 Strategic or managerial perspective on CRM
Others take a more strategic or managerial approach to CRM. Rather
than emphasizing IT applications, they take the view that CRM is a
disciplined approach to managing the customer journey from the
initial acquisition of a customer, to that customer becoming a high
spending, profitable advocate, and that technology may or may not
have a role in journey management.
This equates CRM with customer management strategy, where
questions such as the following are answered: which customers
should we serve, what sorts of propositions should we present to
them, and which channels should we use to serve them? Even
though technology is not front-and-center in this perspective on
CRM, no large organization with millions of customers interacting
across multiple channels can implement a customer management
strategy cost-effectively without the use of IT support, customer
intelligence and carefully designed business processes.
 CRM and customer experience management
This managerial perspective on CRM is However, it needs to be said that CX, following a
CRM technology implementation, is not always
closely associated with the customer
received favorably. Customers who are used to
experience (CX) movement. This face-to-face calls from sales reps. might find they
movement is an approach to customer are expected to place orders and pay through a
management that aims to understand sales portal. Self-service through portals deliver a
and improve the experience of completely different customer experience.
customers as they interact with
business. When a company introduces Customers of a multi-channel retailing firm find they
new technology, new processes or new receive conflicting or duplicated offers from
people into customer-facing roles, different channels. The avoidance of negative
customer experience is often affected. customer experience from ineptly implemented
CRM technologies can fundamentally CRM is an important reason for ensuring the voice-
of-the-customer is heard during CRM project
change CX for the better because it
planning and implementation. It also signals the
reinvents what happens at customer importance of monitoring customer response after
touchpoints. a CRM implementation.
 •We can resolve the debate between managerial and
THREE FORMS technological schools by conceiving of CRM as taking three
OF CRM main forms: strategic, operational, and analytical, as
summarized in Table 1 and described below.
 Strategic CRM
Strategic CRM is focused upon the development of a customer-centric business culture
dedicated to winning, developing and keeping profitable customers by creating and
delivering better value propositions and customer experiences than competitors. In a
customer-centric culture you would expect resources to be allocated where they would
best enhance customer value, reward systems to promote employee behaviors that
enhance customer engagement, satisfaction and retention, and customer information to
be collected, shared and applied across the business.

The heroes of customer-centric businesses deliver outstanding value or service to

customers. Many businesses claim to be customer-centric, customer-led, customer-
focused, or customer-oriented but few are. Indeed, there can be very few companies of
any size that do not claim that they are on a mission to satisfy customer requirements
profitably. Customer-centricity competes with other business logics. Philip Kotler
identifies three other major business logics or orientations: product, production, and
selling.
 Strategic CRM
Product-oriented businesses believe that customers choose products with the best
quality, performance, design or features. We use the term product in a very broad sense
to include anything that is offered to a customer for purchase.
Production-oriented businesses focus on operational excellence. They seek to offer the
customers the best value for money, time and or effort. Consequently, they strive to
keep operating costs low, and develop standardized offers and routes to market.

Sales-oriented businesses make the assumption that if they invest enough in

advertising, selling, public relations (PR) and sales promotion, customers will be
persuaded to buy. Very often, a sales orientation follows a production-orientation.