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Marketing basics: What is CRM?

What is CRM

What does CRM consist of?

Customer Relationship Management (CRM) is the strategy which governs how all aspects of your business – sales, marketing, support – directly interacts with your customer base.


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The technology and practices which support CRM analyse collected data and enable marketers to tailor customer service and support to a particular audience or demographic. CRM systems are driven by specific software packages used to help balance and streamline the link between customers and businesses.

The insights gathered from extracted sources can significantly improve the customer journey, cultivating a deeper, more personal relationship with the business.

The benefits

The benefits to having a CRM system are many, but include improved customer experience, as every member of staff has access to data on each customer and their past interactions.

Marketing processes are greatly accelerated as many marketing functions (such as email distribution) can be automated and targeted, allowing marketers to focus on creating, rather than the nuts and bolts.

Any actions taken by customers on marketing distributions are also recorded by CRM systems, allowing businesses to identify hot leads or analyse behaviour to deliver a better product or service in the future. An invaluable tool for any company relying on direct customer or client engagement.

Social media & CRM

Social media is also becoming a dominant CRM channel and is being incorporated into many systems. It is increasingly seen as a more effective way to interact directly with customers, delivering more targeted communications and addressing customer queries more effectively.

If used correctly, CRM strategies and systems can optimise a marketing approach, and reach the right customers, at the right time, with the right means.

Knowledge is key

An understanding of CRM, its principles and the function of software suites available is vital to any marketer but particularly to those beginning their careers. Knowledge and experience of such systems and how to use them to their maximum potential will set you apart from other candidates, and support you in a long and successful career in marketing.

Several institutions provide courses and learning material to improve your CRM knowledge and learn how to use data to its fullest potential. The Institute of Direct and Digital marketing and the Chartered Institute of Marketing are two of the best.

It would be well worth investing some time in appraising yourself of the courses and materials they offer to grow your CRM knowledge and experience.

Requirements of a CRM executive

Within the job specification for a CRM executive you will normally find these requirements:

  • Ability to support the implementation and ongoing development of the customer relationship management system e.g. (Microsoft Dynamics CRM) for managing business customers

  • Excellent written and oral communication skills

  • Analytical skills for the extraction of insightful information which creates opportunities for the business to improve CRM

  • Ability to deliver targeted campaigns through identifying and understanding core customer segments and their needs


To find out more about the CRM job opportunities we have available and how we can assist you in your career, please get in contact with your local office today.

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