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Customer relationship management (CRM) refers to the different strategies, processes and methodologies businesses adopt to manage their external interactions, right through the stakeholder's life cycle. The aim of a CRM is to not only assimilate your company's relationships - which in turn will enhance your customer retention and drive sales - but to also streamline and unify your company's communication with its stakeholders.

In your CRM, you'll find everything about a stakeholder from their company or individual name, to their website, marketing materials and even their birthday. It's also the place you record every communication between yourself and the stakeholder. This is important to ensure your company can operate without relying on the individuals in it.

Entity vs Contact

A contact is an individual in your CRM which contact only specific information relating to this individual while an entity is a business, company or an organisation. Separating and labelling entities and contacts allows you to group and identify them together for specific communications, improve reporting functionality and allows you to identify new selling opportunities. We found by not limiting the labels you can put in your contact and entities, so they are customised for your business, makes it easier for your team to adopt a new system quickly and they are still using labels they are familiar with.

The Timeline

The timeline presents the future and historical activities for entities and contacts in a visually pleasing way. It is very intuitive to use and will also show any future calendar or follow up events. As helpful as it is to see the key dates relating to a contact, being able to see only what you want in a given timeframe in a clear snapshot is very powerful. You can use your mouse to scroll in and out to see a few months or couple of years’ worth of communication all while you are in that contact page. So if you are preparing for a meeting or have the contact on the phone you can have the information at your fingertips, quickly and easily.

Custom Details

Custom details is information you collect on every member, strategic partner or client to help you build everything from rapport, like sending birthday cards, to sending the right marketing materials. You nominate what data should be collected and how and we help you create the custom listing, so that it is accessible on all your contacts. It's a strategy to learn more about contacts needs and behaviours in order to develop stronger relationships with them. As such it is more of a business philosophy than a technical solution to collect the most relevant information. The better a company can manage the relationships it has with its contacts the more successful it will become. Therefore collecting information that you can quickly reference from the contacts page to assist you building a better relationships is pretty powerful.

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