The 3 phases of CRM: what steps to follow in each one?

The world of CRM has come to Spain to stay. From the appearance of the first contact managers in 1986 to the popularization of the first online CRM a few years ago, more and more businesses have joined this strategy.

The main reason, surely, are the figures resulting from implementing a CRM in small and medium businesses.

According to one study, CRM users see a 37% increase in their sales, a 45% increase in their customer satisfaction and a 43% increase in the ROI of their marketing campaigns.

If you also want to enjoy these advantages in your business, you have to understand first what the phases of a CRM are.

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What are the phases of a CRM?

When we talk about the phases of a CRM we can refer to the sales phases or the phases of its implementation, and to have a solid customer management strategy in your business, you have to understand both.

Let's go with the first one:

The sales phases with a CRM

There are 3 ways a CRM tool makes you earn more money:

  • Acquire
  • Increase
  • To hold back


Customer acquisition.

According to a NASP study, 80% of sales are achieved after the 5th time you contact someone.

However, according to the same study, 90% of salespeople do not contact a potential client more than 4 times.

The main reason this happens is because of how difficult it is to follow up on a contact. This is solved in one fell swoop with a CRM.

Thanks to this tool, doing follow up as long as necessary and regardless of the clients that each salesperson manages is much easier.

Reminders and notices are set in the tool that guarantee you contact the right customer at the right time. 5 times or as many as it takes to close the sale.

LTV increase.

Thanks also to a CRM, giving good customer service is a much easier task.

After-sales service is usually the great forgotten of companies, which often forget that attracting a customer is usually up to 7 times more expensive than retaining one that you already have.

Thanks to a CRM you can have a much more fluid communication with your customer base and increase their satisfaction even by 45% as we saw in the figures with which we opened this article.

This improvement affects customer lifetime, which takes longer to leave, and affects our sales by increasing the Lifetime Value of our customer base.

Retention of the best clients. 

One of the greatest advantages of having a CRM is that thanks to having all the information centralized in a single place and being able to easily generate reports, you can identify your most profitable customers without much effort.

Having these customers identified is a great idea for 2 reasons:

  1. You learn to identify the best potential customers when they are just leads.
  2. You can reward and take special care of your most valuable customers once you have them.

This level of personalization helps you treat your customers better, sell more, and earn more.

The phases of implementation of a CRM

To be able to sell more with a CRM, you first need it to be operational for the entire company. To plan this process you have to walk a path with 4 steps:

  1. Know your sales process.
  2. To establish objectives.
  3. Assign responsible.
  4. Train staff.

Know your sales process

Every company has a sales process, and that affects the CRM you need.

Before starting with the implementation of a CRM you have to understand perfectly what the customer acquisition process of your business is like and make sure that the CRM you choose adapts to it.

To establish objectives

The implementation of this type of project usually involves different departments and people in the business, and that is the perfect breeding ground to extend the process indefinitely.

So that it does not happen to you, define objectives and deadlines.

Assign responsible

Since the implementation of a CRM often involves many departments, the best way to do it is to appoint a person or a team of managers who are responsible for captaining the project.

The job of these people will be to ensure that the chosen CRM meets the needs of the business and the objectives and imposed deadlines are met.

Train staff

Once the CRM is implemented, you need everyone to know how to use it correctly and to do it.

The only way for a CRM strategy to work properly is for everyone in contact with the customer to use the tool, so ensuring that staff know how to use it is the last phase in the CRM implementation process.

What is the best CRM to go through all these phases?

At Efficy we understand that each business is different, so we listen to you first and if we think we can help you, we prepare a tailor-made solution , thanks to the fact that we are the most flexible and scalable CRM in the entire market.

Thus, we make sure that you do not spend time or money in finding the optimal solution. Instead, we make it for you.

The best proof that the system works is that we have more than 4,500 clients in more than 33 countries.

You can start running your business in the most professional way possible today



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