By Ben Weiner | CEO, Conjungo

CRM or Customer Relationship Management can help your organisation get a better insight into the behaviour of customers, for example purchasing patterns, what they buy and typically when, (this will allow you to plan stock or resource allocation accordingly), pricing, discounts offered and other useful data. For example, if sales a sales person is on leave for a couple of weeks, then another sales person can continue the managing the customer base because they will be able to access to particular information and provide a seamless service.

•It will help you improve customer service because it allows individuals, whether sales or technical personnel, to have access to all the correct information required to deliver a the right products & deliver a better service. It will enable different people within an organisation to have a better view of the customer base and organisational relationships. For example, engineer is likely to have a different contact than that of a salesperson.

•It allows users to maximise sales opportunities because they can spot potential trends early, and allow them to ‘cross-sell’ other products and services as well as improving close rates.

•It helps your organisation to profile customers in order to analyse particular market sectors and better understand those requirements. For example, it may be possible to analyse the information derived by looking at all of the information based on perhaps ‘lawyers’ who will have a different buying pattern and needs to other professions. As a result, it will be possible to put in place specific marketing strategies to meet those requirements.

•It will allow senior personnel to gain a better view of sales activities. This can, for example, highlight a particular weakness that can be remedied through sales training.

•It allows people to share problems and experiences from within their client base. For example, larger companies sometimes suffer from communication issues in so far that there may be many individuals working on multiple projects making it difficult to share common issues with a product, service or even a negotiation. Many sales people experience the difficulty in getting access to useful information, such as finding someone within their company who has dealt with a potential customer similar to their own. Solving these types of communication problems can be invaluable for companies.

•It allows both sales and service departments to see the status of a sale, an outstanding service call, or a complaint that needs to be resolved.

•Improve efficiencies. This can be achieved by comparing the best and most productive sales person to the least productive and putting a strategy in place to improve underperforming sales staff.

•It enables sales management to track performance by individuals according to the number of leads received, how long it takes them to close a sale and the average order value per sale.

•It allows sales management to monitor activities and make improvements before issues may occur. It can also be used to analyse if certain individuals are better suited to selling certain products and which sales people are best suited to particular market.

•It can also be used to help determine a company’s marketing strategy. For example, analysis of leads and other data may highlight issues within a product that means that an organisation’s product portfolio needs to be supplemented, or that the company would be better to focus on other industries where analysis show that the products are well received.

For further information, Business Link provides some useful and informative details:


CRM systems are a very effective method of improving efficiency and maximising revenue potential from your customer base.

It is also a great way to be able to analyse your customers’ information; and plan and change your organisation to meet trends and changes.

Useful link: http://www.conjungo.com/technology/crm