CRM (Customer Relationship Management)

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. 

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. 

1. WebFX says CRM is the fastest growing marketing software in the digital marketing industry. 
2. 91% of businesses with more than 11 employees use CRMs - stat from DemandSage. 
3. CRM tools are now integrating AI - whether it is Google's DeepMind or ChatGPT, to forecast revenue and qualify sales prospects. 

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. 

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. 

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.

1. Coursera’s and Starweaver’s Customer Relationship Management 
2. 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

1. Trailhead’s Salesforce Certified Platform Developer I
2. Zoho’s CRM training
3. 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.

1. University of Toronto’s Strategic Customer Relationship Management and Sales
2. OpenClassroom’s Manage Your Customer Relationships With CRM