SOP Manual for CRM Department


This article discusses “CRM Department and its SOP Manual”. Customer relationship management is the combination of practices, strategies and technologies that companies use to manage and analyse customer interaction and data throughout the customer life cycle. The goal is to improve customer service relationships and assist in customer retention and drive sales growth.
These system helps manage customer data. It supports sales management, delivers actionable insights, integrates with social media and facilitates team communication. Cloud based CRM system offer complete mobility and access to an ecosystem of bespoke apps.

CRM is typically composed of three aspects of marketing:

  • First, it’s how companies interact with their customers—email, hard-copy newsletters, sales letters and events.
  •  Second, it’s the software that companies use to manage their customer interactions.
  • Third, it’s the Internet capabilities companies use to interact with customers. Marketing departments use CRM to measure how marketing efforts are working to keep customers engaged—to keep customers purchasing from the company time and again.
Types of CRM:

  •  Strategic: Strategic CRM is concentrated upon the development of a customer-centric business culture and focus of a business on being customer-centric (in design and implementation of their CRM strategy).
  • Operational: The aim of the CRM systems is to integrate and automate sales, marketing, and customer support. The Operational CRM is made up of 3 main components such as sales force automation, marketing automation, and service automation.
  • Analytical: These analytics help improve customer service by finding small problems which can be solved, perhaps by marketing to different parts of a consumer audience differently.
  • Collaborative: CRM systems is to incorporate external stakeholders such as suppliers, vendors, and distributors, and share customer information across groups/departments and organisations. For example, feedback can be collected from technical support calls, which could help provide direction for marketing products and services to that particular customer in the future.
  • Customer Data Platform: A Customer data platform (CDP) is a computer system used by marketing departments that assembles data about individual people from various sources into one database, with which other software systems can interact.
Sub sector in CRM Department:
  • Customer Packaged Goods CRM
  • Education CRM
  • Financial Services/ Banking CRM
  • Government CRM
  • Healthcare CRM
  • Insurance CRM
  • Manufacturing/ Automotive CRM
  • Nonprofit CRM
  • Pharmaceutical/Chemical CRM
  • Professional Services CRM
  • Retail CRM
  • Sports/ Entertainment CRM
  • Technology CRM
  • Telecom CRM
  • Transportation CRM
  • Travel/ Hospitality CRM

Key Challenges facing CRM markets:

  • Too much data, not enough action
  • Avoiding short termism
  • Bridging the gap between acquisition and retention
  • Behaviour- based personalisation
  •  Optimising email content
  •  Optimising email frequency
  •  Integrating social in to a contact strategy
  •  Creating mobile experiences
  •  Getting hold of in-store data
  •  Integrating with legacy infrastructure
Some of the international association of CRM Department:

  • Customer Relationship Management Association (CRMA).
  • American Marketing Association (AMA).
  • Tag CRM & CX Online Technology Association of Georgia (OTAG).
  • International Association of Drilling Contractors (IADC).
  • Special Libraries Association (SLA).
International Standard related to this industry:
  • ISO 2001: 2015
  • ISO 9001/13485
  • ISO 9001: 2008
  • ISO 27001: 2013
  • ISO 14001: 2004
Few of the World best Companies in this industry are,

  • Sales Cloud
  • Pipedrive
  • Zoho Crm
  • Infusion Soft
  • Streak
  • Insightly
  • Microsoft Dynamics 365
  • Hubspot Crm
  • Bitrix 24
  • Spiro
  • Agile Crm
  • Bloomerang
  • Freshsales
  • Sugar sell
  • Less annoying crm
  • Top producer
  • Kv Core Platform
  • Liondesh
  • Nutshell
  • Nimble crm
  • Donor perfect
  • SAP crm
  • Clientlook by lightbox
  • Act crm
  • Vtiger
  • Copper
  • Realvolve
  •  Greenrope
  • Capsule
  • Salesforce
  • Follow up boss
  • Method crm
  • Goldmine
  • Oracle Siebel
  • Benchmarkone
  • Pipeline deals
Some of the magazines and journals that will keep you track on:
You Tube:

Written by SOP Team

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