The following sections will describe in detail how to enter data into the CRM system and how they are presented and managed.
The effective administration and utilization of customer contacts is the most important element of a customer relationship management system. Ultimately all business activities are targeted on customers. The CRM system distinguishes three different contact types:
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Leads
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Contacts to single persons
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Contacts to an organization, such as legal entities, groups, agencies, etc.
The CRM offers you to enter any kind of information to each of these contact types and link organizations and single persons to other CRM entries if appropriate. During the work with the CRM, system contacts should always be linked to the different stages of the sales process, such as leads, potentials or help desk. By referencing sales stages you will be able to handle your contacts efficiently.
The following describes a typical sales procedure:
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Based on the first contact with a prospect customer a Lead will be created. As this sales stage, it is not clear whether there will be a business opportunity. This Lead will contain all the information about the contact or the account available at this sales stage.
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The Lead status of this contact will be maintained until it is clear whether there is a business opportunity. All activities related to this Lead will be listed within the CRM. If there is a business opportunity, the Lead will get converted to an Opportunity. At the same time, contacts and accounts are being created automatically and the Lead will be deleted. All the information collected for the Lead is still available but now presented based on their content in contacts, accounts or opportunities.
By using this procedure, only those contacts and accounts are being created that have a chance to become a business. The CRM system will not be overloaded with useless data.
Also, you may enter new accounts or contacts directly if they do not fit the procedure described. This might be true for your employees, partner of your company, personal contacts, etc.
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