Prismatic Blogs

We are ready to take over implementation of any idea starting with business analysis, over development and testing up to product launch and beyond.

3 General Business Functions Of A Good CRM In The Industry

2021-05-25 11:30:02

CRM systems have several functions that help businesses in their day-to-day operations. Read what they are here. In times of increasingly global markets, customer groups are becoming increasingly diverse.

Hardly any company knows its customer base completely personally and can organize all orders and campaigns from the head. It is essential to guarantee excellent customer service today. To stand out from the increasing competition. 

What Is CRM? - A definition

 CRM stands for customer relationship management, which means nothing more than customer relationship management. It includes managing, maintaining, and expanding a company's relationships with its customers. The goal is to maintain long-term customer loyalty through better customer service and differentiate itself from the competition.

To succeed, it is essential to adequately respond to customers' current needs and recognize future developments and customer wishes at an early stage. 


CRM systems are such programs and support companies in realizing excellent customer service. But these systems can do much more than that: right now, we want to get an overview of the main functions of a local CRM system and highlight their concrete benefits for modern companies.


In a first step, we want to look at the general definitions to precisely understand the purpose of such systems and how they help companies with digitization. Those who do not sufficiently use the capabilities of such systems run the risk of being left behind by the international competition.

3 General Business Functions of a Good CRM


1. Lead Management

2. Document Managing 

3. Automatic data capture

Lead Management

 Lead handling is the board feature that will help you perceive your leads and the moves they've made along the business cycle. Through the lead management measure, you'll have the choice to store your information and, if it is vigorous, divert them off to an alternate associate to transform selected leads into customers. 

Now and again, dead leads sit in a CRM for a significant long time or months. A canny undertaking manager keeps consistent over tips and redistributes quiet or slow prompts different partner's re-engagement.


The CRM should make it easy to add contacts and organize them effortlessly and flexibly. It should be possible to add a new touch online and by anyone without technical knowledge of the tool.


Document Managing

A recent survey found that salespeople spend more than 30% of their time searching for documents to write their offers and answer questions from their customers. This number alone should be enough to demonstrate the importance of having a tool that allows sales reps to save time by using templates (sales proposalsemail templates, etc.) or quickly accessing the most critical business documents.


Automatic Data Capture

 What is the point of having a CRM if the salesperson is forced to fill in all the information about their prospect by hand? Our CRM should allow you to collect and pre-populate the most critical fields, such as email, phone, or name.


9 Business Functions of CRM



The CRM must allow the implementation of automated reports that can be configured according to your company's needs. These reports must be easily exportable in various formats.




Even more, if your sales representatives are themselves mobile, the CRM must be easily accessible on the move, from their smartphone or tablet. Basic functionality must be able to be provided even from a telephone.


3.Everything In One Central Database


CRM systems are used for this. These are software programs that combine and store all customer and contact details in a central database. All activities of the company with the relevant customer can be found in particular customer files. In addition to the primary contact details, including invoices, offers, orders, complaints, etc.


4.Service Is Significantly Improved


In this way, a service employee can see exactly which open items are currently available for a particular customer and respond faster and better to their inquiries. We will come back to this feature later. Before that, however, we would like to focus on the technical level of such systems.


5.Marketing Is Becoming More Individual And More Targeted


Marketing, in particular benefits from an extensive CRM system. Through a targeted evaluation of customer data, more specific target groups can be identified and used accordingly. It is also possible to filter which customers bought which products and what their follow-up actions were.


6.Advertising Becomes More Individual


In this way, new customers can be offered this route immediately, and advertisements can be placed much more precisely. For example, if many customers have bought another after purchasing a particular product, this connection product can easily be offered to new customers, significantly increasing sales opportunities.