CRM (Customer Relationship Management) is an information industry term used to describe the combination of methodology, software, and usually Internet capabilities that help companies manage customer relationships in an organised way using historical data. For example, an enterprise might build a database about its customers that describe relationships in sufficient detail so that management, salespersons, people providing service, and perhaps the customer directly could access information.

Customer needs can be matched with product plans and where appropriate historical notes & data can be used to remind customers of forthcoming service requirements and to know what other product lines a customer has purchased.

The benefits of utilising CRM applications are as follows :-

• Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.
• Assisting the organisation to improve telesales, account, and sales management by optimising information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)
• Allowing the formation of individualised relationships with customers, with the aim of improving customer satisfaction and maximising profits; identifying the most profitable customers and providing them the highest level of service.
• Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.

Please click here for information relating to HBC's CRM partner allegiance.