Back to our insights

CRM 101: Everything You Need to Know

4 minutes read - Technology
Share :

How do you improve the customer experience? Everyone would know by now if there was a foolproof recipe. In today’s business environment, companies realize that success is not only about attracting new customers, but also about retaining the ones they already have.

That’s why 82% of Quebec companies use a CRM tool

What are the main features of a CRM? 

A CRM, or Customer Relationship Management, is a software platform designed to centralize and optimize customer interactions. With its various modules, a CRM has become indispensable to the growth of a company: 

  1. Contact management: Stores customer information and interaction history. 
  2. Sales Management: Track opportunities, quotes, and closed sales. 
  3. Customer service: Handle support tickets and customer service. 
  4. Marketing Automation: Email campaigns, lead tracking, and ad campaign management. 
  5. Analytics and reporting: Performance monitoring, sales reports, and analytical data for informed decision making. 

Why invest in CRM? 

A powerful CRM can not only improve your customer relationships, but also increase sales, productivity, and profitability by providing a 360-degree view of your customers. For every dollar a company invests in CRM, it gets back $8,712. 

According to Gartner3, companies that invest in CRM share common business goals: 

  • Attract new customers 
  • Manage relationships with existing customers 
  • Preserve cash flow 
  • Migrate software to the cloud 
  • Offer new products and services 

Do you need a CRM or an upgrade to your current software? 

Pay attention to these signs: 

  • Difficulty managing growth: Your business is growing rapidly and your current CRM is struggling to keep up. Delays in managing customer data or processing new sales opportunities are common. 
  • Lack of customization: Your CRM doesn’t allow you to effectively customize customer interactions. Generic communications lead to potential customer loss. 
  • Incomplete or inaccurate data: Gaps in collecting and updating customer information lead to communication errors, wasted time, and missed opportunities. 
  • Customer churn: Your customer retention rate is dropping and you are struggling to keep your existing customers despite your best efforts. 
  • Lack of automation: Manual and repetitive tasks consume a significant amount of your and your team’s time, slowing productivity. 
  • Difficulty analyzing data: Analyzing customer data for strategic decision-making is cumbersome or impossible with your current CRM. 
  • Need for integration: Your CRM doesn’t integrate well with other key tools in your business, leading to inefficiencies. 

How to choose your CRM?

According to a Gartner study, ease of use is the most important decision criterion when choosing a CRM. An easy-to-use CRM is essential to driving adoption. It should be intuitive and require minimal training. Other considerations include 

  • Total cost of ownership: Includes installation, training, licensing, maintenance, and support fees. 
  • Adaptability: Your CRM should be flexible enough to meet your specific business needs and customizable based on your industry, company size, and unique processes. 
  • Integrations: Seamlessly integrate with other software you use, such as accounting, marketing, or project management systems. 
  • Automation: Look for advanced automation features, including marketing, sales, and customer service automation, to save time and improve efficiency. 
  • Analytics and reporting: A good CRM should offer robust analytics and reporting tools for data-driven decision making. 
  • Contact management: The ability to efficiently store and organize information about customers, prospects, and partners is critical. 
  • Customer Service: Customer support features such as ticket management and interaction history are essential to providing exceptional service. 
  • Security: Data security is critical. Make sure the CRM provides robust security measures to protect your company’s sensitive information. 
  • Scalability: Choose a CRM that can grow with your business as it expands. 
  • Support and training: Make sure the CRM vendor offers excellent customer support and training resources to help your team use the platform effectively. 

By carefully evaluating these criteria, you’ll be able to choose a CRM that not only meets your current needs, but also supports your long-term goals. 

Contact Nexus Innovations today to learn more about technologies that meet your organization’s specific needs. 

Let us be part of your transformation.

Let’s talk
This site is registered on as a development site. Switch to a production site key to remove this banner.