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What is Customer Relationship Management (CRM) Software?

Customer relationship management, or CRM, is a software program that enables business owners to conveniently keep track of all correspondence and develop relationships with their prospects and customers. The several spreadsheets, databases, and apps that many organizations slap together to maintain customer information are replaced by a CRM. The end effect was improved time management, organization, and client satisfaction.

CRMs, or client management platforms, link all of your sales leads’ and customers’ data in one location. A CRM compiles all correspondence—including form submissions, phone conversations, emails, texts, and meetings—as well as all paperwork, quotes, purchases, and activities related to each lead and client. To clinch a transaction or provide exceptional service, your entire team can have access to those facts at the appropriate time. If you are looking for the system that grows your business then Zivvy is the powerful, simple, and easy to use CRM for Martial Arts Schools, academies, and gyms that keeps you organized, efficient, and effective in growing your academy.

What Does a CRM System Do?

The primary purpose of any customer information system, including CRM software, is contact management. A CRM’s main function is to organize and maintain all data for all types of contacts, from leads to business partners.

Okay, so this sounds a little bit like a spreadsheet, you might be thinking. What can’t a spreadsheet do that a CRM can? ”

Level Up with a CRM

If you are tracking simply static information, such as name, email address, phone number, company name, website, etc., or if you have fewer than 100 contacts, a spreadsheet is fantastic. When it comes to recording more complicated, dynamic data like which emails a contact has opened, which pages they’ve viewed on your website, or the date of their most recent purchase, a spreadsheet falls short of a CRM. When prospects and customers take actions, your CRM automatically updates, whereas a spreadsheet loses its freshness the moment you stop manually adding to it.

What a CRM Doesn’t Do

Backend processes like production, warehousing, shipping, engineering, or finance are not intended to be assisted by CRMs.

Naturally, CRM technologies cannot control what they are unable to observe. Therefore, it reduces the efficacy of the system for the entire team if people work leads or deals outside of it.

Some CRM applications are only used for data management. To help entrepreneurs manage their entire business more effectively, an all-in-one CRM system like Keap also provides crucial functions like landing pages, quotes, and invoicing.

A CRM gathers as much data as it can on leads before assisting you in leading them along a predetermined path toward purchase.

By providing a free instructional course on the fundamentals of home buying, for instance, a real estate agent would be able to increase the size of her contact list. She starts a Facebook advertising campaign that links to a registration page for a course and asks for information on the preferred location, property type, price range, and timing.

The responses from each lead will result in a different set of automated follow-up messages from the realtor.

A lead in the realtor’s service area intending to buy a home within two months would be labeled as a “hot lead” and join a fast-track contact sequence.

In order to keep the realtor top-of-mind until the lead is ready to buy, a lead in the realtor’s area whose purchase timeframe is six months away would be labeled as “long-term nurturing” and receive a series of emails giving home-buying information. A follow-up task to call the lead four months later might likewise be created by the CRM.

Leads will be marked as such and will only get messages about the course if their intended purchasing location is outside of the realtor’s service region.

CRM software has a lot of advantages. Sales and marketing are the two areas of organization where CRM software is most advantageous. Watch to see how.

How Does CRM Make Sales and Marketing Easier?

Without creating massive teams or going overboard with advertising, a CRM software boosts your sales and marketing. You can build a sales and marketing engine that elevates sales to a new level by integrating your CRM with sales and marketing automation (like Keap).


The use of sales CRM software improves visibility, prioritization, and follow-up throughout the whole sales process.

Greater Visibility

A CRM gives your sales staff the visibility they require to work at their best. If the account owner changes, having all lead and customer data in one location makes it simple for coworkers to switch over because everything about a person or business is recorded and available.

As a sales representative, you can see exactly what a lead has done, allowing you to tailor your conversation and motivate the right course of action. For instance, you notice that a lead has looked at your case studies and overview video. You can nudge them to sign up for a webinar or consultation when you chat with them if you want to learn more.

Clear Prioritization

A CRM’s lead scoring feature, which determines a lead’s interest in your product or service, aids the sales team in prioritizing their outreach efforts. The tasks assigned to the sales team’s leads are prioritized according to their lead scores.

Customer outreach can also be given priority in your CRM. Records with upcoming contract renewal dates and clients who might be considering a new product can be tagged for follow-up by the sales team.

Better Follow-Up

A CRM enables amazing follow-up (and more sales). You may stop managing sticky notes on your desk or copying and pasting the identical email to every new lead by automated follow-up with prospects and clients. Your system starts follow-up at the appropriate times, establishing a consistent customer experience and increasing the number of leads that become customers.


CRM in marketing frequently changes the game since it provides strong insights, options for personalisation, and opportunities for testing that eventually enhance sales.


It is possible to examine trends and discover insights that boost profitability when data is consolidated in a CRM. For instance, a company can determine what traits are shared by their ideal clients who have the highest lifetime value. This makes it possible for you to spend your advertising money more effectively and avoid having it go to leads who are probably not interested in your goods or services.

Your data insights might also aid in boosting your revenue. For instance, you can make packages or bundles to boost sales if you find typical buying combinations. Your analytics can also tell you when clients are most likely to make another purchase. You can schedule follow-ups and offers to coincide with the date of the expected repurchase.


CRM makes it possible to send the appropriate message to the appropriate person at the appropriate time. You can send emails and SMS messages based on a customer’s recent actions when your CRM is integrated with a sales and marketing automation platform.

Let’s imagine a lead who hasn’t interacted with you in a while just clicked a link in an email you sent them alerting them to a special offer. You might wish to mark the lead as “re-engaged,” send them a follow-up email with an engaging customer narrative, and assign a sales representative the duty of calling them.

Together with VoIP phone systems, CRM systems enhance call visibility for incoming calls. When a lead gives a sales representative a call, the sales representative’s computer immediately recognizes the lead’s phone number and displays their record.

According to a McKinsey survey, 76% of consumers said that personalisation encouraged consideration of a brand and 78% say that customised content increased their likelihood of making a second purchase. Through tailored messaging, you may use all of the information in your CRM database to develop stronger customer relationships. With marketing automation, you can tailor your messages at scale using emails that dynamically ingest data from your CRM as well as emails that are automatically sparked by particular activities like signing up for a consultation.

Testing for Improvement

The secret to enhancing your marketing is testing. A powerful marketing CRM enables you to test just about anything you can think of, including various promotions, SMS messages, advertisements, frequency of calls to leads, etc. Data from testing shows which choice is most successful in generating the highest level of profitability, rather than relying solely on intuition