CRM stands for “customer relationship management”, while its Turkish equivalent is “müşteri ilişkileri yönetimi”. Companies often use CRM software applications for planning, automation, sales synchronization, marketing, customer service and technical support.

CRM solutions enable companies to access customer data about products and services that customers want, better customer service, more effective high and cross-selling, close agreements, retain existing customers and better understand them.

Many CRM applications have the following capabilities:

Sales Support Automation (SFA):

It integrates and automates sales processes, opportunity management, order and cost management, sales forecasts, order management, satisfaction and incentive management.

Marketing Automation:                           

This software automates all marketing processes thanks to campaigns and email management, reporting and analysis leadership, website search engine optimization, page extraction and form creation capabilities.

Customer support and service:

These capabilities include case and brand management, customer portals, time tracking, and information management. At the same time, some CRM solutions enable companies to better manage their relationship channels with functions such as consolidating and analyzing partner portals.

The rise of CRM

The roots of CRM applications go back to the 80s, when the databases where customer information was collected and analyzed were marketed, and the direct marketing form was developed. The pioneers of this field, Robert and Kate Kestnbaum, introduced customer life value metrics, econometrics and financial modeling for marketing strategies.

In the mid-80s, communication management software emerged in the business software market. These programs allowed companies to organize and store customer account information.

In the 90s, CRM software created some great advantages. As Siebel Systems is a leading provider, communication management software has been developed into sales support automation (SFA).

In 95, the term “customer relationship management” was introduced. Later, ERP vendors such as Oracle, Baan and SAP entered the market and this competition led to the addition of more marketing, sales and service features to the CRM application. At the end of the period, “e-CRM” vendors appeared and the first mobile CRM application was developed. More importantly, CRM applications were introduced as service software (SaaS).

The dot-com crisis in the early 2000s affected the CRM industry, especially the e-CRM vendors. The CRM industry has begun to focus on more comprehensive CRM applications as well as interoperable solutions. In the process from the end of the period to the present day, the CRM solutions used as service software (SaaS) started to acquire the market due to its low cost, fast integration and flexibility. At the end of 2012, 4 out of 10 CRM systems sold service software (SaaS) based systems, and in 2012 the market grew by 12%.

With the widespread use of social media, the term “social CRM” emerged. Accordingly, customer relationship management (CRM) strengthened communication with customers through social networks such as Twitter and Facebook. The global CRM software market grew by approximately 14% in 2012 , reaching $ 20.4 billion in 2013, thanks to customers’ entrepreneurial experience and investments in digital marketing.

In 2013, CRM software provided more than 41% of the total revenue from CRM service software (SaaS), which provides new Internet applications or complementary alternative functions to replace organizations with all sought-after systems to effectively use alternatives.

CRM trends today

Many experts confirm that we are entering the customer era. In today’s world of digital, mobile and social media, the linear sales cycles of the next generation subordinate to the customer’s lifecycle of the receiving power.

As a result, the visibility of the entire customer life cycle has started to increase significantly. Support for CRM solutions for mobile devices such as IOS, Android and Windows phones is becoming essential. Today, business users need real-time access to up-to-date data such as calendar information and customer details. Accessing real-time data at the desired location at any time are critical components of this situation.

Another trend is to integrate with social media and productivity tools. Companies want e-mail and productivity tools such as Microsoft Outlook and Google apps, as well as CRM applications that can be integrated with standard social solutions such as yammer and qontext.

The right solutions and providers help change customers, increase sales, provide valuable insight, streamline processes and make sales organizations more effective.

CRM cloud software allows customers to monitor situations in real-time 360 degrees.