Building on Your CRM to Create Added Value

An efficient Customer Relationship Management (CRM) system has become an essential part of successfully identifying customers and implementing solutions to earn their loyalty. How can companies capitalize on their CRM to make the most of this tool? The key is to implement evolutions that allow for continuous improvement.


The latest CRM tools are built around cloud systems. As CRMs continue to evolve with technology, they primary goal remains the same: to increase client loyalty and positively impact a brand's image.

"By definition, a CRM is focused on the needs of existing and potential customers. Such tools serve to reduce data processing time and improve traceability. A CRM also helps stay up-to-date on the evolutions taking place in the market. A company that knows how to use its CRM is a company that will better encourage customers to come back for seconds." explains Guillaume Pourquié, in charge of the CRM and IT department at Grenoble Ecole de Management.

Being creative with your CRM

To be efficient, a CRM has to become the primary medium used to deal with all customers and departments in an organization. "In addition to marketing and communication departments, a CRM can have an impact on all business units. A CRM that evolves with a company can go beyond sales activities to help anticipate the company's needs." adds Guillaume.

The end-goal is to create added value for the company. Guillaume highlights that "the latest CRMs are cloud-based systems that can be accessed from any connected device such as a computer, tablet or smartphone. By creating this ecosystem of connected devices that interact with the tool, a CRM can be honed to communicate with customers on a more personalized level."

"By pushing back the limits of a CRM, they can also be connected to social networks or a company's business intelligence unit. They can be set up to launch email campaigns or carry out targeted sales calls."

How can your company capitalize on its CRM?

  • Top management has to support the company's CRM system and foster a clear strategy to serve its customers thanks to an efficient and complete CRM.
  • Each business unit has to have a clear understanding of the communication, marketing and sales processes that have been implemented. On an individual level, each employee needs easy access to use the CRM for customer satisfaction.
  • A CRM strategy has to account for data privacy. A company has to be able to use data collected on its customers all the while protecting their privacy and right to access or modify their personal data.
  • An efficient CRM strategy includes a regular review of collected data to ensure its quality and trustworthiness. This process should also include the ability to update the system and its procedures.