CUSTOMER RELATIONSHIP MANAGEMENT [CRM]

The success of any business depends on how well it can find Suppliers for goods and services, and Customers for its products and services. The purpose of Marketing activity is to generate Leads, that must be followed up and converted into Sales at which time the Lead becomes a Customer (Account).

A Lead in the CRM context is a ‘suspect’ in everyday usage. They may or may not end being your customer. Once you have researched the Lead and engaged with them a bit, you get an idea of their intentions. If they look serious about doing business with you, we can call them a ‘Prospect’ or ‘Account’ in CRM parlance. You will continue engaging with the Account to find out the sales Opportunities available with them. You will share detailed product or service information, do webinars, give demos etc. to convince the customer. All these Activities can be recorded in the CRM and managed better. Your actions bear fruit when the prospect places an Order with you. That is the end of a sales cycle. You will continue generating more Opportunities from your Accounts; the process gets repeated.

CREST ERP offers a simple, yet effective CRM that helps you manage

• Leads
• Sales Activities to generate sales Opportunities
• All interactions with Customers, Suppliers and other contacts
• Tracking sales achievement vs. forecast

For most businesses, especially for SMEs, if they can handle the matters listed above consistently with some degree of efficiency, there can be a positive impact on business performance.

The following sections explain how you can make use of the CRM features