What is customer relationship management (CRM) in marketing?

Glossary What is customer relationship management...

Define CRM

What is a CRM?

CRM stands for customer relationship management. A key element of customer relationship management is to learn as much as possible about customers (within consent limitations) in order to benefit both the customer and the business. To do so, a CRM system, also known as CRM software, automates tasks across business functions, including mobile marketing, such as:

  • Centralizes and manages customer information.
  • Analyzes customer interactions and sales opportunities.
  • Manages and analyzes marketing campaigns.
  • Provides insights for sales and service performance improvement.
  • Supports internal team communication.
What is the purpose of a CRM?

You’ve likely heard of popular CRM platform examples such as Salesforce, HubSpot, and Zendesk.

CRM benefits

Why use a CRM system?

We’ve touched on the function of customer relationship management across business functions. But how does this actually look? Here are some CRM use cases to give you a taste.

Sales: A CRM can help sales teams track customer interactions, manage leads, and forecast sales, enabling more efficient and targeted sales strategies.

Marketing: It can segment customers for targeted marketing campaigns, measure campaign performance, and measure return on investment (ROI), leading to more effective marketing efforts.

Customer service: CRMs assist in logging customer service requests, tracking issue resolution progress, and maintaining a history of customer interactions, improving service quality and response times. Aligning team members cross-team ensures a unified approach to customer management.

User onboarding: The system can streamline the process of onboarding new clients by organizing and automating data collection and follow-up tasks.

Lead nurturing: It helps in identifying and tracking potential leads, scoring them based on their likelihood to convert, and nurturing them through the sales funnel.

Retention: CRMs enable businesses to create and implement customer retention strategies by analyzing customer feedback and behavior patterns.

Scheduling: The system can be used to schedule and track important tasks and events related to customers, ensuring that no follow-up or meeting is missed.

Email: A CRM system can integrate with email systems to track customer email interactions, automate email responses, and ensure consistent communication.


CRMs and Adjust

Mobile marketers are busy enough as it is without having to navigate between several platforms and try to match up the data. Integrating your CRM system with your mobile measurement partner (MMP) can significantly enhance the efficiency and effectiveness of your marketing. That’s why Adjust offers seamless integration with our CRM partners, including MMPWW, Segment, and Viant.

This software synergy allows for a seamless flow of information to facilitate powerful targeted marketing campaigns and effective, personalized experiences. Don’t have a CRM system for your mobile app yet? Not to worry. We can help match you to the best fit. To learn more about how Adjust can help your app scale to its fullest potential, request a demo today.

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