What is CRM and Why is it Important? Recommend CRM Martech Tools
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Thai
In today’s business world where customers are at the center of every decision, a tool that helps us understand, respond to, and retain customers sustainably is called “CRM” or Customer Relationship Management. Many people may think of CRM as just software for managing customer data, but in truth, it encompasses a philosophy, strategy, and system working together to create value for both businesses and customers.
1. What is CRM? Definition and Core Concepts
CRM stands for Customer Relationship Management. It refers to the concept and system used to systematically manage relationships with customers—from identifying who they are, understanding their behavior and needs, to managing customer experiences across all touchpoints to create long-term value.
CRM is not just about sales or after-sales service; it’s about delivering consistently impressive experiences that turn customers into brand advocates.
2. The Evolution of CRM: Past to Present
CRM began with simple systems such as recording customer information via Excel or paper files. It then evolved into software capable of automatically analyzing customer behavior, such as Salesforce, HubSpot, and Zoho CRM.
Today, CRM has entered the era of Social CRM and AI-powered CRM, where data from social media and artificial intelligence help make real-time decisions and predict customer behavior.
3. Why Modern Businesses Must Embrace CRM
- Customers Have More Choices: If a brand can’t meet expectations accurately, customers will switch in an instant.
- Data is Power: CRM helps visualize each customer’s history, preferences, and interactions.
- Operational Efficiency: Sales and service teams can easily access customer data, enabling faster and more accurate service.
- Build Loyalty: CRM supports ongoing customer care, including follow-ups, exclusive offers, and personalized communication.
4. Key Components of a Good CRM System
- Customer Database: Well-organized and secure data storage
- Analytics Tools: Analyze behavior and forecast trends
- Automation: Email marketing, chatbots, etc.
- User-Friendly Dashboard: Real-time results tracking accessible to all teams
5. Types of CRM: Operational, Analytical, and Strategic
- Operational CRM: Manages sales, customer service, and marketing operations
- Analytical CRM: Focuses on data analysis to derive strategic insights
- Strategic CRM: Organization-wide planning to build long-term, value-driven customer relationships
6. Real Business Use Cases of CRM
- eCommerce: Track purchase behavior, offer relevant products, and manage post-sale services
- B2B: Manage corporate clients, handle key accounts, and build long-term partnerships
- Airlines: Operate loyalty programs and manage frequent flyer memberships
7. CRM Implementation Challenges and How to Overcome Them
- Organizational Culture Shift: It requires collaboration across departments, not just IT
- Data Quality Issues: Requires constant monitoring and updating
- Cost and Software Selection: Choose systems that align with business size and type
8. Future Trends of CRM in the Digital Age
- AI and Machine Learning: Predict customer behavior in advance
- Social Media Integration: Analyze data from platforms like Facebook and Instagram
- Omnichannel CRM: Unified data across online, offline, and social channels
- Customer Data Platform (CDP): Consolidate data from various sources into a single view
Conclusion: CRM is Not Just a Tool, But the Heart of a Business
A good CRM system helps businesses understand customers deeply, plan more accurate marketing campaigns, and create customer experiences where they feel truly understood. If you’re looking for a competitive edge in the digital age, CRM is the answer you can’t afford to ignore.
10. Introduction to Customer Relationship Management in the Context of MarTech
The Customer Relationship Management (CRM) function within Marketing Technology (MarTech) involves using platforms to manage the entire sales process—from handling leads, automating lead routing based on predefined rules or conditions, monitoring service levels, identifying opportunities, and eventually converting leads into actual sales.
To achieve this, businesses rely on CRM systems built as part of the MarTech ecosystem. A modern CRM platform that qualifies as MarTech typically operates on the cloud and is available as Software as a Service (SaaS).
Here are recommended CRM platforms categorized under MarTech:
HubSpot Sales Hub
HubSpot Sales Hub is a CRM platform that can also be upgraded to include marketing automation. It has a strong global reputation and a solid user community in Thailand.
Key Strengths:
- Free to use with user-friendly contact and deal management
- Website activity tracking for visibility into digital behavior
- Company-centric deal views ideal for B2B business models
- Ad campaign creation (Lead Ads and Search Ads)
- Integration with other email automation tools for marketing campaigns
Salesforce CRM
Salesforce is another globally recognized MarTech leader known for developing CRM systems with extensive features.
Key Strengths:
- Built-in automation such as lead qualification and scoring
- Mobile app support for on-the-go sales teams
- Customizable workflows and approval processes
- AI-powered predictive analytics (Einstein AI add-on)
- Email integration with Office365 and Google Workspace
- Seamless integration with third-party tools via Salesforce AppExchange
Salesforce CRM Cloud offers a free 14-day trial, with continued use available under the Essentials Edition at 760 THB per user/month.
Wisible.Com (Thai MarTech)
Wisible.Com is a Thai MarTech company focusing on CRM systems designed to manage the sales pipeline effectively.
Key Strengths:
- Thai consulting team for strategy support
- Centralized 360° customer data and communication history
- Prioritization of deals
- Notes and task system for sales planning
- Email sync with Gmail, Hotmail, or via IMAP protocol
- Integration with accounting tools like Peak
- Connection to international MarTech tools via Zapier (iPaaS platform)
Wisible Dashboard:
R-CRM
R-CRM is a sales team management platform built specifically for Thai businesses. Developed by ReadyPlanet—renowned for its website creation and all-in-one marketing tools—R-CRM offers the following features:
Key Capabilities:
- Sales performance analytics with R-Insights
- Lead and sales pipeline management, with customizable stages from initial contact to closing the deal
- Customer segmentation using label tags
- Workforce tracking: managers can monitor sales activities (e.g., emails sent, proposals delivered)
Use R-CRM for Free
Credit
หนังสือ Customer Relationship Management (V. Kumar & Werner Reinartz)
