in Business

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Charlie Spaneas

Relationship management is the most important aspect of any business. It is the foundation of keeping customers and gaining new ones. It also pertains to internal communications within your own company across all departments. Without relationships, there is no trust or credibility to leverage when your business is not running smoothly.

How can CRM Help in Business

Managing customer data has never been easier. The key database of any CRM software is Relationship Management. Other functionalities like sales, marketing and customer service all depend on the core database.

Relationship management holds valuable customer information in a central, secure data repository. The information is quick to access and share by all customer-facing and support personnel. This provides a unified customer experience.

Three Key Areas of Relationship Management

A Relationship Management module in a CRM solution consists of three main components. These areas are Account Management, Contact Management, and Activity Management. Workflow features make your processes more efficient through automation. In the end, when you combine the innate system collaboration with its centralized data repository. Together, all of these functionalities give your employees a 360-degree view of your customer in one place.

Account Management

CRM Account/Contact Management provides a single view of customers across products, geographies, account, and status. On one screen, users view associated sales opportunities, contacts, activities, history, cases, and quotes. Your teams have the ability to build tighter, more profitable relationships by understanding the status of each account. Users can create companies, contacts, and prospects that record the appropriate demographics for your business. Depending on your business model, accounts can be created as “account-centric” or “contact-centric”.

Accounts can be segregated by hierarchal ,team-based, or territory-based approach using the CRM’s built-in security engine. Parent/child relationships can be leveraged when accounts have subsidiaries and branches.

Activity Management

As part of your daily work routine, you deal with different types of activities, such as tasks, appointments, phone calls, and emails. Activity Management enables you to optimize all activities relating to Customer Relationship Management. It ensures that you spend more time selling and less time coordinating routine tasks and activities.

With Activity Management, you can create and keep track of activities such as appointments or emails. You have a structured view of all events and historical interactions. Sales reps can view phone conversations and managers can view all activities by accounts and by reps. Activity Management ensures that every employee has the same information about a customer, so that issues can be handled efficiently.

Users can enter personal tasks as well as assign tasks to others. Activity forms can be customized to capture any data that is crucial to the success of your business. Examples include sales call reports and outbound marketing call scripts. Management reports can be automatically generated to track activities based on data captured in your CRM system.

Benefits of Relationship Management in CRM

  • Share account information internally across marketing, sales, and support departments through system collaboration
  • More consistent interactions with customers creating better communications and customer service
  • 360 degree view of all internal communications with your account and the status before walking into a customer site
  • Prioritize customers and stay on top of your critical deadlines, tasks, and responsibilities
  • Utilize workflow for auto-scheduling of appointments and reminders
  • Improve individual and overall tasks and assignments
  • Manage the growth of sales deals by both individuals, and entire teams,
  • Monitor work trends and statistics to help boost sales effectiveness
  • Track sales activities and create powerful reports for effective team management
  • Sync emails and appointments and tasks with Outlook


To learn more about Relationship Management please call us at 972.304.7100 or you can read more about C2CRM’s Relationship Management here.