Understanding the CRM Cycle for Efficient Business Management

How to Grow Trusted and Meaningful Customer Relationships With Salesforce

Get to know each other as friends do. That is how you start interacting with your clients to ensure both parties win. You get loyalty from their side, and your customers get value. One of the most popular CRM (Customer Relationship Management) applications that is invaluable in building and maintaining trusted relationships is Salesforce. The CRM cycle is crucial for marketing activities and includes four main stages: Marketing, Sales, Product, and Support when issues arise.

Marketing stage

The CRM cycle kickstarts with the Marketing stage, a critical phase that focuses on acquisition and pinpoints potential customers through diverse strategies. Start creating databases for accounts linked to organizations and contacts from emails, blogs, and ads and analyzing them. And there, lead generation begins. Marketing involves a wide range of activities powered by Salesforce and its functionality to engage individuals effectively. The goal is to ignite an interest in the product or service offered, thus laying the groundwork for the subsequent stages.

Sales stage

Understanding the CRM Cycle for Efficient Business Management

Now, it's all about focusing on leads - people who have shown interest in your product or business. These leads are classified as Open, Contacted, Qualified, or Unqualified. Salesforce presents an essential feature that can efficiently turn these leads into sales opportunities, setting the stage for potential cross-selling and upselling. Here, the fruits of your marketing campaigns begin to surface. CRM systems with similar functionality to Monday, Salesforce, or Deskera simplify sales management by transforming potential customers captivated by ads into actual consumers of your product or service. With data stored in a centralized database, tracking sales procedures and customer interactions can be done smoothly and effectively.

Product stage

Understanding the CRM Cycle for Efficient Business Management

Following a successful acquisition and sales, we transition into the Product stage, where the emphasis is on product delivery and retention. The Salesforce application steps in with its Product Management features so that you cater to customer needs while staying aligned with your business goals. Track essential product details in your platform and sustain excellent quality–it plays a crucial role in enhancing customer retention.

Support stage

The subsequent stage involves such activities as tackling issues and prioritizing retention. This phase is also known as the 'Loyalty Stage' due to its principal goal of cultivating long-term loyalty and enhancing the customer's lifetime value while refining the overall and individual experience.

Case Management, which refers to support service, strives to guarantee a smooth customer support experience by tracking and resolving every issue to their satisfaction. During this stage of the CRM cycle, companies aim to instill trust and confidence in their brand, thus fostering enduring relationships with their customers.

Such systems as Salesforce or Deskera have functionality for tracking a consumer's journey, from their initial engagement to their eventual purchase. By storing all crucial information in one place, businesses can adopt a more systematic approach and save time on repetitive tasks. This setup enables customers to address their concerns efficiently, as company representatives know their past engagements.

Industry expertise 
Artur Voznenko
June 9, 2023

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