CRM manages the processes by which your company interacts with customers, providing a comprehensive view of the customer relationship and identifying paths to increase customer satisfaction and company revenue.
CRM provides the raw capabilities of a good sales person. Assuming that you had a good sales person who never took a day off, believed in process, was available for consultation 24/7 and could scale to handle hundreds of clients.
Would a good sales person ever call on a customer without reviewing outstanding issues? Or pitch a product which the customer already owns? Or a product which they have already rejected for cause. I think not. And using a CRM system, no one else would either.
Would a good sales person constantly review customer activity to identify additional products that build upon existing purchase patterns? Or keep tabs on why clients reject proposals in anticipation of changing conditions? I think so. And using a CRM system, everyone else would too.
Every company needs a CRM system. It’s just a question of what form that system should take. A micro business working out of a single room might just need a filing cabinet. A small company with tightly integrated teams might just need a wiki. Larger companies need more.