CRM, or customer relationship management software, is a program that keeps track of your business’ leads, prospective clients and current customers. It records key details and interactions so you can manage their journey through every step of the sales cycle.
An eCRM also allows you to manage online touch points such as ecommerce websites, for a joined-up approach online and offline.
Multiple departments in your business can make use of CRM applications. Sales, marketing and customer service will all get access to the same information, allowing them to work more efficiently and aligning messaging across the company.
Internally, good CRM packages enable management to gain insight on how sales and marketing are performing so you can make informed business decisions.