CRM (Customer Relationship Management)
Aquib RahmanAssistant Manager
CRM, or Customer Relationship Management, is a mix of process, strategy, and technology that connects a business to its existing and potential customers. Businesses use CRM software to analyse and manage customer interactions and sustain long-term relationships.
Adopting CRM can increase revenue by 245% (WebFx). It provides businesses with more knowledge about complex and dynamic customer information. Since today's marketing approach is more customer-centric than brand-centric, CRM tools help personalise every touchpoint in the customer journey.
As a result, business development, sales, marketing, and customer service teams work together. They train themselves to use CRM tools and use customer data in an informed way.
It is becoming increasingly important for mid- to senior-level marketing roles to have working knowledge of CRMs today. Whether you apply for a Senior Digital Marketing Manager role or solely focus on becoming a Customer Support Executive, CRM training would be great for your career.
Q: What kind of teams use CRM?
Q: What is the main difference between CRM and ERP?
An ERP (Enterprise Resource Planning) software is used in integrating operational processes, from supply chain, finance to HR. On the other hand, a CRM tool is used to obtain customer data that helps two or three core teams in sales, marketing, and customer service.
Q: Is CRM or Customer Relationship Management a sales job?
CRM is not exactly a sales job. Using CRM tools like Salesforce or any other, you are not focusing on making deals with potential customers, where negotiation plays a big role in terms of sales. Instead, you are connecting the dots from the customer data available on your CRM tool and responsible for providing pointers to sales and marketing teams for improving customer satisfaction.
How CRMs Personalise Marketing Efforts
According to Sunil Mithas et al. from the prestigious Journal of Marketing, there are typically two broad ways to understand CRMs' mechanisms.
First is that with a CRM tool, a business can record information on each customer transaction. Organisational policies also play an important role in determining what type of data should be processed and converted into customer knowledge.
So, previously recorded customer knowledge is used as a context whenever a customer seeks out the same business. They do this because the tool can identify unspoken needs and buying behaviour patterns that can be similar to others.
Secondly, the knowledge of needs and buying behaviours that the business has accumulated can also be shared with customers. Then, the customers can define what they want - define how the service should be provided, the features or options they require, and how it should be delivered.
Importance of CRM Training Today
- WebFX says CRM is the fastest growing marketing software in the digital marketing industry.
- 91% of businesses with more than 11 employees use CRMs - stat from DemandSage.
- CRM tools are now integrating AI - whether it is Google's DeepMind or ChatGPT, to forecast revenue and qualify sales prospects.
Q: What is the difference between Digital Marketing and CRM?
Digital marketing and CRM differ in scope and focus, mainly. Digital marketing is a broader practice of utilising all types of channels, from blogs to social media to emails and so on, to promote a brand. CRM tools extract customer data and focus on maintaining relationships with customers. Learning CRM today becomes even more essential when it comes to improving data-driven digital marketing efforts.
Q: Why is AI important in Customer Relationship Management?
Artificial Intelligence in CRM is being integrated more and more. It can analyse historical data, and that too large quantities of data, to predict trends and identify micro patterns of customer interaction which may be missing in the traditional way of mapping customer journey. AI also automates processes like presenting data without any manual effort, saving time for teams for other important tasks.
Careers that Benefit from Learning CRM
As a learner looking at career options, developing an in-depth understanding of CRM tools can be a game-changer. Nearly all customer-centric strategies and industries are based on those. Those lead to various types of professions across various industries.
Below are some of the top professions that benefit from leveraging CRM tools.
Customer Service and Support Professionals
Such professionals use CRM software to provide personalised recommendations, educational resources, and self-service tools. Efficient support processes create higher customer satisfaction.
Marketing and Sales Professionals
Marketing and sales professionals can create better marketing campaigns, provide personalised offers, etc. Such steps improve conversion rates.
Product Development and Management Professionals
In product development or management careers, CRM tools that enable customer self-service and knowledge sharing allow the product manager to design products and services that align with customer needs and preferences.
Q: What is the salary of a Customer Relationship Manager?
A Customer Relationship Manager in India can earn beyond INR 7 LPA. It is important to note that the salary depends on the CRM tool you master and the organisation that hires you. If you are learning a tool like Salesforce and have a certification, this salary for a similar role can go up to INR 70 LPA. These figures are from AmbitionBox.
Which CRM Tool You Must Learn in 2025?
There are quite a few CRM tools out there. It is really important to check out the popularity of the tools through the number of industry users, individual certifications they provide, and the advancement within the specific ecosystem.
Here is a snapshot of the CRM software and the official certifications they provide.
CRM Tool |
Brief Description |
Top Certifications |
---|---|---|
One of the most popular and widely adopted CRM platforms, offering a comprehensive suite of products for sales, marketing, customer service, and more. |
Salesforce Administrator certifications, Salesforce Developer certifications, etc. |
|
HubSpot CRM |
A leading CRM platform that focuses on inbound marketing, sales, and customer service. |
Customer Success Manager and HubSpot Consultant |
Zoho CRM |
A popular and affordable CRM solution that caters to businesses of all sizes, offering sales, marketing, and customer service capabilities. |
Zoho CRM Certification |
Oracle CRM |
A comprehensive suite of CRM solutions designed for enterprises and large organisations. |
Types of CRM Online Courses Available
While it is essential to have a working grasp of one CRM tool, there are different types of online CRM courses that suit various learning needs.
Introductory CRM Courses
These courses provide a foundational understanding of CRM concepts, principles, and strategies.
- Coursera’s and Starweaver’s Customer Relationship Management
- Swayam’s and IIMB’s Customer Relationship Management
CRM Software Training Courses
These are CRM tools courses. The focus of learning is on specific CRM software platforms or tools, such as Salesforce, Microsoft Dynamics 365, HubSpot, or Oracle CRM.
Note that most Salesforce courses on its CRM solution are offered by its official training provider, Trailhead. Similarly, most of the CRM tools such as Microsoft Dynamics 365, Zoho and others offer their own certifications.
You can get started on the specific CRM tools with courses such as
- Trailhead’s Salesforce Certified Platform Developer I
- Zoho’s CRM training
- Microsoft’s Learn the fundamentals of Microsoft Dynamics 365 Marketing
CRM Strategy and Implementation Courses
These courses focus on the strategic aspects of CRM, including planning, implementation, and integration with other business processes.
- University of Toronto’s Strategic Customer Relationship Management and Sales
- OpenClassroom’s Manage Your Customer Relationships With CRM
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Student Forum
Answered a month ago
A Customer Relationship Manager in India can earn beyond INR 7 LPA. It is important to note that the salary depends on the CRM tool you master and the organisation that hires you. If you are learning a tool like Salesforce and have a certification, this salary for a similar role can go up to INR 70
S
Contributor-Level 10
Answered a month ago
Artificial Intelligence in CRM is being integrated more and more. It can analyse historical data, and that too large quantities of data, to predict trends and identify micro patterns of customer interaction which may be missing in the traditional way of mapping customer journey. AI also automates p
S
Contributor-Level 10
Answered a month ago
CRM is not exactly a sales job. Using CRM tools like Salesforce or any other, you are not focusing on making deals with potential customers, where negotiation plays a big role in terms of sales. Instead, you are connecting the dots from the customer data available on your CRM tool and responsible f
S
Contributor-Level 10
Answered a month ago
Digital marketing and CRM differ in scope and focus, mainly. Digital marketing is a broader practice of utilising all types of channels, from blogs to social media to emails and so on, to promote a brand. CRM tools extract customer data and focus on maintaining relationships with customers. Learning
S
Contributor-Level 10
Answered a month ago
An ERP (Enterprise Resource Planning) software is used in integrating operational processes, from supply chain, finance to HR. On the other hand, a CRM tool is used to obtain customer data that helps two or three core teams in sales, marketing, and customer service.
S
Contributor-Level 10
Answered a month ago
CRM or Customer Relationship Management software are integrated into interrelated departments.
- Sales Teams: CRM software helps in different sales processes, automates tasks, and provides valuable insights into sales performance.
- Marketing Teams: Targeted marketing campaigns can be done using CRM too
S
Contributor-Level 10
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CRM or Customer Relationship Management software are integrated into interrelated departments.