Identify use cases

How a CRM is used on a daily basis: sales, marketing, customer service, and management.

• Sales CRM, marketing CRM, customer service CRM: what are the differences? - Sales CRM, marketing CRM and customer service CRM do not cover the same scope. Here are our insights and advice on how to start simple and then scale up.
• CRM vs Excel: when is it time to switch to a real CRM tool? - Excel or CRM? Discover the signs indicating that Excel is no longer enough to track your prospects and customers, and that a dedicated CRM software has become essential.
• What are the benefits of a CRM for an SME? - Time savings, enhanced visibility, seamless customer follow-up, and sales management: the tangible benefits of a CRM for an SME.
• How to automate a CRM to optimise customer relationships - Which processes to automate in a CRM, where to start, and how to avoid common pitfalls for SMEs and mid-market companies.
• CSAT: understanding and leveraging your customer satisfaction score - Definition, calculation, best practices and limitations of CSAT: the key indicator for measuring customer satisfaction after every interaction.
• Data mining in a CRM: leveraging your customer data - What data mining entails in a CRM, the practical analyses for SMEs, and the conditions required to derive value from it.
• Forecasting in the CRM: how to build reliable sales predictions - Methods, indicators, and best practices for building a reliable sales forecast using your CRM data.
• Lead scoring: prioritising the most promising leads - How to implement effective lead scoring in your CRM, selecting the right criteria and avoiding common pitfalls.
• Customer engagement: a driver for growth and loyalty - What customer engagement really is, the actionable levers within a CRM, and the metrics to track it over the long term.
• CRM Integration: Centralise your data and streamline your processes - Why and how to integrate a CRM with ERP, marketing, and telephony: benefits, methods (API, iPaaS, connectors), and mistakes to avoid.
• Marketing automation: examples, scenarios and the link with CRM - Understand what marketing automation is, its most common scenarios, and how it integrates with a CRM.
• Customer Lifetime Value (CLV): optimising customer value with a CRM - Understand what Customer Lifetime Value is, how to calculate it simply, and how to use it as a compass for CRM steering.
• Omnichannel strategy: definition, benefits and the role of CRM - Definition, difference from multi-channel, benefits and the role of the CRM in an omnichannel strategy designed for a unified customer experience.
• Conversion rate: definition, calculation and optimisation levers - Definition, formula, numerical examples and concrete levers to understand and improve your conversion rate online and in sales.