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CRM or Customer Relationship Management is the technology which helps connect with customers by organizing, maintaining, and retrieving relevant customer information in real time. The technology is typically used by marketers and sales professionals seeking to have a holistic view of its customers. The solution helps connect business silos, make improvements to bottom line, identify and add new leads, increase customer lifetime value, and offer better customer support.
CRM is the largest and fastest-growing enterprise application software category, and worldwide spending on CRM is expected to reach USD 114.4 bn by the 2027. CRM can be deployed via three modes namely cloud-based where software and information exists on off-site, third party servers and internet is used to access it; on-premises which maintains all related programs and data on site in company computers and servers, and hybrid CRM which offers a mix of cloud-based and on-premises CRM, allowing organizations to switch between the two. Further there can be two types of CRM to chooses from namely Open source CRM gives organizations increased flexibility and adaptability, by making the CRM source code available to users and Proprietary CRM which costs more than open-source options, and users cannot modify or debug proprietary CRM without vendor assistance.
Services CRM enables an organization to place customer service at the centre of the business. It helps an organization interact with its customers more efficiently while storing its customers data, billing, and notes all in one place. Services CRM helps improve inbound customer support, customer lifecycle data and customer profiles, upsell opportunities and churn reduction. It further helps increase customer retention, improve customer satisfaction and faster case resolution.
Sales CRM on the other hand helps track sales pipelines and is useful for those engaged in acquiring new businesses within an organization. This solution helps in financial analysis, revenue forecasting and planning for an organization. It helps in lead generation, lead nurturing, lead management and conversion and close rate optimization. Sales CRM solution further helps convert leads, increase deal size, and increase win rate.
Thus, all in all, Services CRM helps an organization maintain good relationship with its customers and manage the services effectively. It further helps streamline all operations and run them smoothly and easily. On the other hand, Sales CRM helps an organization to maintain its sales pipeline, sales forecasting, and customer contact and billing information.
For an organization, misplacing customer information or loss of sensitive information can delay or even result in losing a client to a competitor. Thus, CRM solution is an imperative technology for any organization and is a set of integrated, data-driven software solutions that help improve the way an organization interacts and does business with its customers. The solution helps manage and maintain customer relationships, track sales leads, marketing, and pipeline, and deliver actionable data. Without a centralized and automated CRM system, an organization can lose track of customer interactions and miss business opportunities.
Xebia can help organizations develop customer 360-degree platform from building strategy to implementation of the product. The product platform can help organizations have a holistic view of its customer information in-turn helping improve customer satisfaction. Xebia can build an end-to-end customer centric product including product management, architecture & Design, DevOps, Development & Testing.
Appcino, a low code arm of the Xebia group, provides CRM solutions for various organizations as well. Low-code applications are easier to develop and maintain, with a lower risk of errors. Appcino creates unique applications using low-code, seamless, and security features, lowering delivery time by 40%.
Appcino is a professional services provider on Appian platforms. Appcino’s knowledge, intellect, and experience on Appian platforms help enterprises achieve digital implementation up to 30% faster with industrial reliability & quality. Appcino helps expedite digital journey on Appian by using its 30+plug & play, ready to use solutions and frameworks. Its CRM solutions include Customer Service 360° which provides a single source of truth for customers reps to allow them to see 360 views of a customer with the capability to log customer claims faster. It also provides Knowledge and Learn Management and CRM Sales solutions.
Appian’s strengths in Dynamic Case Management, Business Process Management, Intelligent Automation, and Robotic Process Automation (RPA) enable enterprises to build powerful solutions. Appcino is Appian’s SI and Professional Services Partner and collaborates directly with customers and global partners helping them achieve a 9+ NPS score.
References
CRM for Sales and Service Definition