What is a CRM and why it's important for marketing.

What is a CRM?

A CRM is a customer relationship management tool, normally oriented to manage three basic areas: commercial management, marketing and after-sales service or customer support, in our case we We engage with a CRM for insurance agencies and brokerages.

The use of a CRM is part of a strategy based on customer service in which all actions have the ultimate goal of improving attention and relationships with customers and potential. The CRM tool and the customer-oriented power provide demonstrable results, both for having a structured commercial management that boosts sales productivity and for offering a deep knowledge of the customer that allows To raise more effective marketing campaigns.

The customer service functions of a CRM tool further enhance customer loyalty and satisfaction, which has a very positive impact in terms of recurring and cross-selling.

CRM definition

The definition of CRM (Customer relationship Management) is an application that allows to centralize in a single database all the interactions between a company and its clients.

CRM software, by definition, allows to share and maximize the knowledge of a given customer and thus to understand their needs and anticipate them. By definition, the CRM collects all the information of the commercial management maintaining a detailed history.

A CRM solution makes it easier to direct and manage customer recruitment and loyalty campaigns. Thanks to the CRM you can control the set of actions made on the clients or potential customers, and manage the commercial actions from a detailed scorecard.

Companies that use CRM solutions generate more sales opportunities, streamlining management, with updated real-time budgets and optimized sales processes. Similarly, companies that use CRM can make better segmentations, and have the information for a top-level customer service and after-sales.

Benefits

These are the advantages that a CRM offers to companies:

  • Increase in customer loyalty index. Customer loyalty costs 5 times less to the company than obtaining a new customer.
  • Time savings. CRM software allows process automation, eliminating the need for routine and repetitive tasks. In this way they can focus on more strategic and productive objectives.
  • Optimization of the collaboration between the services. CRM software plays a specific role in all stages of the sales cycle. Its range includes from obtaining to the investigation of valuable data on the clients. By having a unique CRM software, the information is disseminated and used by all areas of the company.
  • Responsiveness. The data collected by the CRM software allow to analyze the common problems and facilitate a global view of the incidents, allowing also to better evaluate the necessities of the clients and to keep track of the processes and the performance.
  • Increase in the profits of the company. CRM software allows to develop the value of the customer portfolio by increasing margins.

How to choose your Insurance agency CRM?

Here are some criteria that will help it shoppers choose the CRM solution for the insurance Agency:

  • Integration of a contact management system that allows a collaborative work and communication between multiple partners to manage the interventions of several participants (commercial, partners, collaborators…).
  • Check the ease of start-up of the solution. The relevance of the project to the company's resources and to the computer skills must be taken into account.

The selected tool must be efficient in terms of its ability to integrate. As a fundamental part of the company's processes, the solution must be adapted to the existing system and be able to import data from the platforms of the companies.

These are issues that need to be raised as they arise in their area of application.

Why implement a CRM?

These are the advantages that a CRM offers to companies:

  • Increase in customer loyalty index. Customer loyalty costs 5 times less to the company than obtaining a new customer.
  • Time savings. CRM software allows process automation, eliminating the need for routine and repetitive tasks. In this way they can focus on more strategic and productive objectives.
  • Optimization of the collaboration between the services. CRM software plays a specific role in all stages of the sales cycle. Its range includes from obtaining to the investigation of valuable data on the clients. By having a unique CRM software, the information is disseminated and used by all areas of the company.
  • Responsiveness. The data collected by the CRM software allow to analyze the common problems and facilitate a global view of the incidents, allowing also to better evaluate the necessities of the clients and to keep track of the processes and the performance.
  • Increase in the profits of the company. CRM software allows to develop the value of the customer portfolio by increasing margins.

A CRM implementation project is divided into several phases. Each of these phases refers to specific competencies:

  • Preparation:
    This phase consists of involving the different participants of the project, offering the impetus and the precise strategic orientations for their implementation.
  • Analysis:
    The analysis consists of evaluating the needs of the various direct users (commercial, marketing, customer support) and indirect. The pre-identification of the needs in terms of the creation of reports by each team allows to better configure the tool.
  • Implementation:
    This phase implies the configuration of the application and the approach. The technical and functional intervention makes it possible to guarantee the success of the project.
  • Start-up:
    The start-up requires the initial training of the users and the validation by each one of them in their own environment. In this last stage of implementation you can still make certain adjustments.
  • Transition Management:
    Once the implementation has been carried out, the adoption of the tool must be monitored, support to the users and manage the maintenance of corrective and evolutionary form of the application.

Note: With information literature of HTTPS://WWW.ELEGIRCRM.COM/CRM/QUE-ES-UN-CRM 

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