CRM as business approach

CRM is traditionally seen as just a software system for storing and arranging information about customer interactions. This is not always true. CRM is an abbreviation for customer relationship management. It is, first of all, a business approach that should be used as the basis for creating business processes with exact goals, mechanisms, participants and KPIs. Software that is needed to achieve these goals is also called CRM. 

CRM as a business approach means that managers have a clear understanding at all business levels that working with customers should make these customers happy as long as possible to let the company earn more.  

This approach should be decomposed by business processes and introduced by managers. CRM software helps solve the problems of these business processes. 

If the company applies a CRM business approach, its management should determine business goals as the basis of all activities aimed at improving CX and extending customer financial relationships with the company.

The integration of the business approach involves the development of new processes and numerous changes. The CRM integration process should have its leader authorized to change the operation principles of the units included in the customer-related business processes.

The leader of the new business approach, together with the company's management, forms CRM goals and prepares projects of new business processes.

The leader should first study the customer experience and create a customer journey map. When business processes are developed, technical solutions, for example, one of the CRM systems, must be selected and implemented in all the business units involved in these processes.

The business approach and new processes will be successful if the company realizes the values ​​and goals of the new approach and creates clear instructions to perform the new tasks. CRM as a software solution helps employees organize work with data and track the results at each stage.