À medida que uma empresa vai ganhando mais clientes e lutando para conquistar novos compradores, a gestão dessas contas se torna cada vez mais complexa. Diante disso, um sistema de gestão especializado no gerenciamento dos clientes e dos leads é de grande importância. Estamos falando do CRM.
Neste conteúdo, vamos falar sobre CRM, o que é, como funciona, a sua importância para as empresas e como ele pode ajudar o seu negócio a vender mais. Convidamos você a acompanhar a gente!
Sumário
1- O que é CRM?
2- Para que serve um CRM?
3- Funcionalidades de um CRM
4- Importância do CRM para uma empresa
5- Qual a diferença entre CRM e ERP?
6- Tipos de CRM
7- Relação do CRM com outras áreas da empresa
8- Como escolher o melhor CRM?
9- Exemplos de CRM
10-Conclusão
O que é CRM?
CRM é a sigla para Customer Relationship Management, ou em português, Gerenciamento de Relacionamento com o Cliente. Nada mais são do que sistemas de gestão voltados ao armazenamento dos dados de clientes ativos, inativos, leads e novas oportunidades de vendas.
Os CRMs guardam os dados dos clientes para que as empresas possam ter um controle do momento da decisão de cada venda, além de gerar indicadores comerciais dos mais variados tipos e finalidades. Eles podem ser utilizados tanto para a gestão das vendas, efetivamente, como também da administração de estratégias de marketing, seus resultados e os leads impactados. Por isso, são ferramentas tão versáteis e utilizadas pelas empresas.
CRM de Marketing
O CRM de marketing se integra com as plataformas de vendas, redes sociais e plataformas de anúncios e disparos de mensagens que a empresa utiliza para chegar aos clientes. Essa integração permite um grau de automação em diversas ações que de outra forma seriam realizadas manualmente, economizando o tempo e os recursos da equipe para efetivamente lidar com as campanhas de marketing e com o contato com este possível comprador.
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CRM de Vendas
Os CRM de vendas, por sua vez, armazenam os dados dos clientes que já são compradores, ativos e inativos, além de também gerenciar os dados de suas compras. Dessa forma, o CRM atua para que a empresa possa ter um controle de que produtos e serviços oferecer a cada comprador, indicadores de custos e de estoque, listas de contatos para ativação de clientes e outras funcionalidades.
Para que serve um CRM?
O CRM serve, na prática, para que uma empresa tenha um bom relacionamento com o cliente em qualquer momento da jornada de vendas: desde a prospecção de novos leads, a venda, o pós-venda e as estratégias de fidelização que o negócio adota para manter os consumidores comprando pelo maior tempo possível. Ou seja, ele atua nas esferas estratégica, tática e operacional.
Funcionalidades de um CRM
Os CRM podem ter diversas funcionalidades muito úteis ao relacionamento das empresas com os clientes, tais como:
- Prospecção de clientes;
- Gestão completa do funil de vendas;
- Segmentação de ofertas de acordo com as características do lead;
- Calendário sazonal de oportunidades e promoções;
- Segmentação de carteiras;
- Integração com diferentes outras ferramentas;
- Histórico de interações do cliente;
- Criação de rotas de visitação (venda presencial);
- Relatórios e dashboards;
- Análises de desempenho;
- Entre outras.
Importância do CRM para uma empresa
Com todas as funcionalidades que mencionamos para o CRM, não é de se surpreender que ele tenha grande importância para as empresas, especialmente as que possuem uma carteira com vários clientes com diferentes características.
O CRM torna o processo de vendas mais lógico e previsível. Com os indicadores, relatórios e listas de vendas, as empresas conseguem se estruturar melhor junto a seus representantes, permitindo que os contatos e as campanhas de venda façam mais sentido.
O acompanhamento cronológico comercial também é fundamental. Vendas dependem muito de timing. Com a gestão feita por CRM, o seu negócio não esquece de nenhum cliente, entendendo qual o momento mais adequado de entrar em contato com cada comprador ou lead.
Além disso, o CRM é importante porque registra todas as ações feitas quanto ao relacionamento com o cliente: acessos do comprador à plataforma, compras realizadas, carrinhos abandonados, valor gasto, tempo passado na plataforma de vendas, entre outros.
O resultado final de todas estas vantagens é o ganho em oportunidades de negócio e a redução do custo das vendas como um todo.
Por que usar um CRM no seu e-commerce ou marketplace?
Para e-commerces e marketplaces, o CRM é fundamental. Em especial, porque ele facilita a realização de campanhas de marketing e o monitoramento de seus resultados. Além disso, e-commerces e marketplaces possuem milhares ou até milhões de clientes. Um sistema unificado que centraliza todas essas informações é fundamental.
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Qual a diferença entre CRM e ERP?
CRM e ERP são dois tipos de sistemas que comumente são confundidos, mas eles são totalmente diferentes.
O CRM lida com questões relativas a clientes e vendas. Ele gerencia leads, relatórios comerciais, campanhas de marketing e ações correlatas. Ou seja, o seu foco de atuação está apenas na venda.
O ERP tem uma abordagem mais gerencial quanto à empresa como um todo. Ou seja: cuida de aspectos administrativos, estratégicos, financeiros, fiscais, contábeis, trabalhistas e outros. Até pode ter módulos de integração comercial, mas nunca será tão eficiente quanto o CRM na gestão das vendas.
Tipos de CRM
No mercado existem hoje quatro principais tipos de CRM disponíveis para as empresas:
- Analítico: o CRM analítico é focado em dados. Ele tem a função de coletar, armazenar, reunir e sistematizar dados para a tomada de decisões de venda.
- Operacional: como o nome sugere, é o CRM usado para o dia a dia das rotinas de vendas. Serve para lidar com clientes diretamente, fechar vendas e registrar seus resultados.
- Colaborativo: um CRM que pode ser acessado e utilizado por diferentes áreas de empresa com relação direta ou indireta com o comercial. Ex: Customer Success, suporte, relacionamento com o cliente, etc.
- Estratégico: um sistema que une as principais características dos sistemas anteriores.
Relação do CRM com outras áreas da empresa
O CRM pode ser acessado e utilizado por diferentes áreas dentro da empresa para além da venda, propriamente dita. Veja só:
CRM e atendimento ao cliente
A área de atendimento ao cliente utiliza muito o CRM para ter acesso aos seus dados, o histórico de interações daquele comprador e, assim, entender qual problema ele traz ao suporte e de que forma isso pode ser resolvido.
CRM e pós-venda
Já o pós-venda usa o CRM para acessar o histórico de dados do cliente a fim de montar estratégias ativas de fidelização. Ou seja: realizar o follow-up para garantir a satisfação do cliente, acompanhar indicadores de fidelização, sugerir up sell ou cross sell, entre outros.
CRM e inteligência artificial
O CRM também está conectado diretamente com as empresas que utilizam IA. A IA tem sido muito utilizada no comércio presencial e virtual principalmente para automatizar a precificação dos produtos e serviços, usar algoritmos para entender tendências de compra, manusear estratégias de marketing com base em big data e, em geral, criar mais oportunidades de negócio para a empresa.
CRM e blockchain
A tecnologia blockchain, que é utilizada para sustentar as negociações de criptomoedas, também pode ser integrada diretamente ao CRM. Essa integração já é muito utilizada justamente na negociação de criptomoedas (como ativos), mas também nas vendas que usam as criptomoedas como pagamento, que são cada vez mais comuns.
Como escolher o melhor CRM?
Para escolher o melhor CRM, o primeiro passo é olhar para dentro de casa. Entender o que a sua empresa faz, em que estágio está, qual o orçamento disponível para gastar e quais as prioridades que ela possui no que diz respeito a vendas, marketing e relacionamento com o cliente.
Após esse diagnóstico estratégico, é momento de ir ao mercado e entender as funcionalidades de cada CRM. As opções são muito variadas em escopo, capacidade de integração, custo e volume de operações. Diante disso, escolha principalmente CRMs que sejam voltados ao seu modelo de negócio.
Exemplos de CRM
Veja alguns exemplos de CRM que o seu negócio pode utilizar:
- Salesforce: o Salesforce é um dos principais players do ramo CRM. Um CRM estratégico que reúne quantidade profunda de dados, permitindo fácil acesso aos clientes e ajudando na tomada de decisões.
- Pipedrive: o Pipedrive também é um gigante do ramo dos CRM, reunindo diversas funções estratégicas e operacionais para o seu negócio. O investimento para essa plataforma é ligeiramente alto, mas tem trazido grandes retornos aos empreendedores.
- Hubspot: essa também é outra ferramenta muito utilizada em e-commerces e marketplaces. Tem funções muito úteis, como a abordagem automatizada de clientes de topo de funil, entre outras.
Conclusão
Agora que você já conhece melhor o que é um CRM, temos certeza de que está convencido de sua importância para a gestão de vendas e de clientes do seu negócio. Se você é empreendedor(a) do ramo de e-commerces ou marketplaces e ainda não usa CRM, já passou a hora. Tome essa decisão estratégica para ajudar a escalar o seu negócio!
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