Customer relationship management: Its benefits for organizations

Creating a differentiated experience for customers and building their trust can help companies retain customers and bring in more sales. And one of the best business tools to achieve those is customer relationship management (CRM).

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It is an approach that aims to gather and consolidate customer data from various channels such as direct interaction, digital channels, and others. These pieces of information are then analyzed to determine the best ways to manage present and potential customers and cater to their needs.

Some of the benefits of implementing CRM are the following:

  • Customer service: Because an organization is able to learn more about the customers, including their personal information and preference, feedback, and such, better value can be created, and excellent customer service can be delivered. These result in higher customer satisfaction.

  • Automation: Business activities are comprised of both small and large tasks, the former of which can be time-consuming, yet critical to the organization’s success. The right CRM system can be instrumental in the automation of these tasks, meaning the employee’s efforts can be funneled into more value-adding activities.


  • Collaboration: With CRM, especially one that is could-based, it is possible for different teams within an organization to have access to the same customer data, which can enhance communication and collaboration among them.
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Certified public accountant Edmund O’ Brien currently serves as the CEO of the Americas at Arvato Bertelsmann, an international service provider that offers CRM solutions to a wide range of clients. To read more about Mr. O’ Brien, visit this page.

Customer relationship management: Its benefits for organizations