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Customer Relationship Management CRM

Customer Relationship Management CRM

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?What is Customer Relationship Management CRM

With the development and expansion of business, and with the high level of technology, the Customer Relationship Management (CRM) system has been found.

At the name, some think that CRM is a customer service or customer call center, and this is a misconception about customer relationship management, which we can define as follows:

It refers to the practices, strategies, and techniques that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, helping with customer retention, and driving sales growth.

CRM system is designed to collect information about customers through various channels, or points of contact between the customer and the company, which can include the company’s website, telephone, live chat, direct mail, marketing materials and social media.

 CRM system can also provide employees “who communicate with customers by direct or indirect confrontation with detailed” information about customers’ personal information, purchasing history, purchasing preferences and concerns, which will maximize the interaction of each customer, and provide a central platform that enables you to analyze marketing activities planning, development and dissemination.

:The database on the CRM system is categorized to three fields

1. Account: It includes information about the customer such as name, address, interest or specialty, phone number, and other information that we need according to the specialization of our work and information of importance to our work. The account will be a company or a person according to the nature of work and clients.

2. Contact: The contact represents an individual person we communicate with. In business organizations whose clients are companies or other business organizations, the contact is linked to the account where the contact is the communicator between the company and the customer

3. Deal, Project, Opportunity: These three designations varies from company to another, but at the end the purpose is same, it is the business between our company and the client, and this business maybe a Structural or engineering project we detail the information about it in certain page called the project, Opportunity or deal page,  which includes a data about the deal such as the product, type of deal and other information. In all the nomenclature, this project has been qualified and entered into your sales cycle, and is committed to working with you. This project was entered after we communicated with the customer or after our visit to him and identifying his needs. As well as It is important to specify the start and end date of the deal, so we can create reports that predict the sales in future, and we will be able to determine the supply chain and resources.

قاعدة البيانات CRM
CRM Database

In the next paragraph, we will talk about the activities that we do on the CRM system related to the client and the project, and we will also discover how this system will increase our sales by no less than 35%

Our start being active on the CRM system after the campaign when we find a potential customer, and the way to come across this customer in the sales outlets, marketing campaign or direct contact. In all cases, the customer is a potential customer, and we enter his data into the system as a (LEAD), usually at this stage We have information about the name, contact number and address of the potential customer only, then this we forward that data to the sales team or to the department concerned with the pre-sale stage to understand the customer’s needs and interests.

After collecting information about the customer and his needs, we transfer it from a potential customer to a real customer, so (LEAD) will be transferred to an account or to an (Opportunity) project, then we begin the sales activities on project.

:Here under will mention a simple explanation about each Activity

1. Call Plan: The planned calls to the customer can be scheduled on the system. At the appointed date for this call plan, the system sends a reminder notification at the time and purpose of the call.

2. Appointment: Scheduling meetings and customer visits and receiving a reminder notice before the appointment which includes the location and time of the meeting and the people who will attend this meeting and its purpose, according to the information entered.

3. Customer Visit Report: After visiting each client, a report must be entered that describe the purpose of the visit, and the result that came out of it after visiting the client, specifying the date and time of the visit.

4. Tasks: Tasks can be created on the project, assigned to person to carry out these tasks, the direct manager can assign a task to salesman asking him to prepare submittal or prequalification to the project or any other task related to the project.

5. Documents: Any document can be added to the client or project account. For example, a copy of the company’s commercial register can be attached to the company’s account page, where it is easy to access in the future.

6. Mail and Communications: E-mails can be sent to the customer through the project page, where these Communications are recorded on the project page, and both the sales manager and senior management can access these communications record and evaluate the follow-up of salesman.

7. Quote: Through the CRM system, we can issue a quotation to the customer, this procedure will facilitate the process of data analysis for brands and products, these offers will be available on the client and project page which is easy to access.

All of the above-mentioned activities are linked on the client and project page, which is an evaluation of the project follow-up performance, and the sales activities on the project follow-up period.

:Project life stages and Life Cycle on system

In fact, any project goes through several stages, whether on the system or on the ground, and here we will divide these stages and explain the operations and activities that take place in them:

1. The initial or start stage: This stage reflects the birth or creation of the project on the system, where there are no activities available on the project, but it is possible to enter visit reports for the client in the early stages of this project.

2. Study or Quote stage: When we receive the customer’s requests, we move to this stage, where the activities at this stage are defining tasks, customer’s call and Quote.

3. Negotiation stage: After submitting the quotation to the customer, we move to negotiation stage, and the negotiation is not related to prices only, but may include specifications, conditions and even guarantee. Most of activities should be registered in this stage such as visits, communications, tasks and others.

4. Won or Lost: It is the last stage of the project life on the CRM system, and there are two possibilities, either Won or Lost:

a. Loss: The project closes with lose the deal, we shall determine the cause of loss and the competitor who won the deal, that information very important to clarify where our weaknesses are, such as identifying the product that always causes us loss, who is the strong competitors in the market, how close our prices are with competitors’ prices and more.

b. Won: After the client approves our quotation, the status of the project is changed to won, as all activities on the project are closed and the quotation is converted into a sale order.

5. There are some stages that the project can go through, which are usually a deviation from the project’s path, such as (HOLD, or CANCELLED).

The project stages are formulated by the CRM officer after coordinating with the sales department, and for each business activity a special sales cycle is a representation of the project life cycle, there may be more stages such as a technical or commercial study, so we shall define the sales cycle first, then prepare the project life stages into the CRM system.

مراحل المشروع
CRM Stages

:Other Activities

We shall mention some useful activities in the CRM system, and these activities may be related to marketing, customer service or database activities. Here under some of it:

1. Marketing campaign: Marketing campaigns will be recorded on the CRM system in order to know the feasibility of each campaign separately. We shall specify the campaign name, date, duration and budget for it. With each (LEAD) or project we enter into the system, we categorize the advertising campaign that the customer contacted us Through it, so that we can obtain a report on campaigns and income on sales.

2. Calendar: It is located anywhere, but I intended to make it of great importance, even though all our appointments are linked to it, but the reminders of meetings, calls, appointments, etc. come from here, and because of the importance of monitoring the performance of employees, the direct manager can monitor upcoming plans For team members by visiting the calendar for each individual and knowing the upcoming plans of visits, contacts and others.

3. Survey: Many surveys can be set on the CRM system and a task can be set for each survey. We can create a survey that will be sent to the customer when the project is closed as a “loss” to find out the reasons for the loss from the customer’s side, and we can create an after-sales service survey that is sent to the customer after deliver the goods sold to determine the extent of the customer’s satisfaction with the services provided to him.

4. Requests: Through the website or social media pages, the contact form is linked with the CRM system, where any communication is LEAD.

5. Location: In fact, I did not find any system that uses Google Maps to locate locations, although I see that it is of great importance in determining the locations of clients or projects. In real estate development companies, it is important to divide real estate areas and specify color codes for each category.

It is also useful for directing and salespeople in areas with more potential customers, or covering areas with a distinctive mark.

6. Target: by Target module, we divide the desired target for sales on departments, individuals and even on products. Through the projects that we won, we can see the percentage of achieving the goal.

7. Forecasting: This item is usually related to the previous item, and through it the next goal for sales is determined, whether the Target is annual or monthly, and whether it is for the product or for the person.

Forecasting CRM
Forecasting CRM


All the above can be summed up and put into the dashboard and here under what I find useful reports can used in dashboard:

1. Pipeline report: usually present as a monthly basis, the value of the projects in the selected month multiplied by the percentage of the chance or possibility of winning the deal, and it is one of the most important reports that can exist in the dashboard.

2. Target vs. Sales: The percentage of revenue achievement from the target.

3. Stage Vs Amount: Project value for each stage.

4. Projects by lead source: Classify projects according to the source of each project, such as projects that we obtained through social media channels or through the website and other sources.

5. Projects closed this month: The value of projects that could be closed in the current month, closing as won or lost.

6. Closed projects: Closed projects with a Won or lost, and a comparison between the two

7. There are also many reports that we can put in the dashboard, such as performance evaluation reports, activity evaluation reports, best sales accounts reports, competitor status reports, product status reports and others according to the needs of management.

CRM Dashboard
CRM Dashboard

Mahran Al Darwish

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