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All information on customers, prospects and suppliers are organized, documented and managed in CRM software. Thus, customers buying behavior and preferences can be, for instance, analyzed or show the costs they caused. Furthermore, with the help of a CRM system, a better estimate of prospects can be made. It enables the company to offer services to customers geared individually to their needs. Besides the uniform data set, the CRM system supports the company in providing figures and statistics.
CRM is divided into analytical CRM and operational CRM. Analytical CRM brings together the stored data and evaluates them, according to certain methods. Operational CRM refers to the deliberate use of the results obtained in the analytical CRM in customer contact.