When conducting a business, there are a few systems that should be looked at as necessities rather than just options in terms of deploying in efforts to run operations more smoothly and efficiently. 

Implementing an online customer relationship management, or “CRM,” technology is one of these said “necessities” and can help a company work towards improving the business process and productivity. 

“CRM serves as the Grand Central Station for all communication – both internally and externally. This is advantageous to all aspects of customer interactions as there are always real-time records of everything,” said Stafford McKay, director of marketing for Intelestream. 

As a proven strategy that encompasses much more than just technology, CRM’s various aspects offer dynamic usability for all interfaces.

“The online aspect ensures 24/7 access anywhere in the world where there is an internet connection and a web browser,” McKay said, adding that sales reps on the go don’t leave anything behind; they are constantly updating and staying on top of what is going on.

“It places the customer at the forefront of virtually everything a company does,” McKay said, adding that CRM is also about transparency and streamlined communication.

“By adopting a customer-centric approach to business, companies are better equipped to increase sales and address the needs of their clients,” McKay added.

And, in a time when companies are looking to increase the gap between competitors, deploying a CRM system can do more than just increase customer service. 

“It bridges the gap between marketing, sales, and customer support, by providing a centralized platform in which these departments can collaborate on the most important aspect of business: the customer,” McKay said. “This strategy cannot be effective without CRM technology.”

In terms of increasing a company’s ROI, using an online CRM system versus an on-premise-based CRM system, reduces expense otherwise invested in software and hardware. Installed quickly and easily, an online CRM application can be added to a company’s operational basis without the assistant – and therefore extra bill – of an IT professional, making it the cost effective option for many organizations.