CRM software combines all sales, marketing and customer service information into one central database . Customer information can include, but is not limited to, phone numbers, addresses, and last contact made .
The software also records what was discussed, what the next follow up date is and even the status of an open item . This information can then be used to manage, measure, and keep track of marketing, sales and customer service activities as they relate to the customer . Overall, it builds greater customer loyalty and a better customer experience .
Since a CRM system centralizes all customer-facing information, silos and finger pointing are significantly reduced . Sales can’t blame Marketing for not communicating with them .
Marketing can’t blame Sales for not implementing their cam-paigns and Customer Service can’t blame Sales for disgruntled customers . Everyone has the same access to the same cus-tomer information