Ministry of Higher Education and Scientific Research

University Of Halabja The College of Law and Administration

Department of International Trade

First stage evening

Customer Relationship Management

(CRM)

Supervised by:
Mr. Farman
Prepared By
Viyan Hama Ali Sofy Salih
Payam Saiwan Mohammad
Taha Tahir Abdalkhaliq
Dyar Ibrahim Rashid
Ashna Burhan Abdulla

2024.2025

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 (2024-2025)
Content
Introduction ……………………………………………………………………………………….3

Types of CRM technology………………………………………………………………………..4

Why is a CRM system important for your business?......................................................................6

What are the benefits of CRM?.......................................................................................................6

What does a CRM system do?.........................................................................................................7

How much does a CRM cost?..........................................................................................................8

Abstract…………………………………………………………………………………………..9

Reference………………………………………………………………………………………. 10

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Introduction
CRM stands for customer relationship management, which is a system for managing all of your
company’s interactions with current and potential customers. The goal is simple: improve
relationships to grow your business. CRM technology helps companies stay connected to
customers, streamline processes, and improve profitability.

When people talk about CRM, they’re usually referring to a CRM system: software that helps
track each interaction you have with a prospect or customer. That can include sales calls,
customer service interactions, marketing emails, and more.

CRM tools can unify customer and company data from many sources and even use AI (artificial
intelligence) to help better manage relationships across the entire customer lifecycle, spanning
departments like marketing, sales, digital commerce, and customer service interactions.

CRM software is used by companies and industries of all sizes. It benefits large enterprises that
need to easily track customer activity in one place and share it across departments, small
businesses that often need to do more with less, and startups looking to be nimble and efficient.
No matter your industry, or even if you’re a nonprofit, if you communicate with customers —
and your employees rely on information about those customers — a CRM system can help.

Customer relationship management software can benefit virtually any department at your
company, from sales to service, to IT, to marketing, and more. Whether you want to start big or
start small, it's easier to get started than you might think.

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Types of CRM technology
The four main vendors of CRM systems are Microsoft, Oracle, Salesforce and SAP. These four
tend to be the best systems for large companies; other providers are popular among small to
midsize businesses. The types of CRM technology offered are as follows.

Cloud-based CRM

CRM that uses cloud computing is also known as software as a service or on-demand CRM.
Data is stored on an external, remote network that employees can access anytime and anywhere
there is an internet connection.

On-premises CRM

On-premises CRM puts the onus of administration, control, security and maintenance of the
database and information on the company using the CRM software.

Open source CRM

An Open Source CRM system makes source code available to the public, enabling companies to
make alterations at no cost to the company using the system.

CRM examples in practice

Examples of CRM use vary by the type and purpose of the specific CRM system. Common ones
include the following.

Contact center

Traditionally, data intake practices for CRM systems have been the responsibility of salespeople
and marketing departments, as well as contact center agents.

Social CRM

Social media in CRM involves businesses engaging with customers directly through social media
platforms, such as Facebook, Twitter and LinkedIn.

Mobile CRM

CRM applications built for smartphones and tablets have become a must-have for sales
representatives and marketing professionals who want to access customer information and
perform tasks when they aren't physically in their offices.

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Business-to-business practices
A CRM system in a business-to-business (B2B) environment helps monitor sales as they move
through the sales funnel, enabling a business to address any issues that might come up during the
process. CRM strategies in the B2B market give sales reps more visibility into leads, increasing
efficiency throughout the sales process.

Why is a CRM system important for your business?

Doing business has become complicated. The average organization uses close to 1,000 different
applications — but only 28% of these apps are integrated.

A single source of truth

Customer relationship management software like Salesforce CRM can give you a clear, unified
customer profile — a single, simple, secure, and customizable dashboard with a customer’s
purchase history, order status, outstanding customer service issues, and more.

Cost savings

Having a single source of truth doesn’t just benefit customers: It keeps companies organized and
focused on revenue-generating activities. Sales teams generate a flood of data while talking to
prospects, meeting customers, and collecting valuable information.

Connecting all your teams

A CRM brings your teams together, sharing information that makes everyone’s job easier.

For example, marketers can use CRM tools to manage campaigns and lead customer journeys
with a data-driven approach. CRM software provides visibility into every opportunity or lead,
showing you a clear path from inquiries to sales.

Increasing productivity with AI

Some of the biggest gains can come from combining CRM with the power of AI. Doing so
enables you to quickly pull together everything you know about a customer — and even some
things you didn’t know — which can be used to personalize every interaction. Having this level
of knowledge makes every employee even smarter and more productive, especially when you
use AI agents that can take action autonomously based on the instructions you provide.

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What are the benefits of CRM?
There are many benefits of using CRM software — especially when your business combines
CRM with AI and data you can trust. Here are just a few of them:

1. Connecting your business silos

The ability to easily share data across your teams is a huge benefit to both your customers and
your business. A CRM provides everyone at your company with a simple, customizable user
interface with real-time updates they can use to serve customers. So when a customer calls in
with a question, the service agent can see their entire history, past marketing offers, and previous
purchases.

2. Improving your bottom line

Introducing a CRM platform has been shown to produce real results across a business. It helps
employees save time, work more efficiently, unlock opportunities, and serve customers better.
Using Salesforce CRM, global customers across all business sizes have a proven track record of
success, including:

3. Using AI to identify trends and efficiencies

An AI CRM will help your business grow. It can make your employees more efficient, serve
your customers better, and find new opportunities you may not see on your own.

4. Accelerating work with automation

CRM software helps employees get more done, faster. With CRM automation you can
streamline complex, multi-user processes into simple workflows.

5. Increasing customer lifetime value

By understanding your customers better, cross-selling and upselling opportunities become clear
— giving you the chance to win new business from your existing accounts and to build lasting,
more profitable relationships.

6. Offering better customer support

Today's customers expect fast, personalized support at any time of day or night. A CRM system
can help you provide the high-quality service that customers are looking for.

7. Improving products and services

A good CRM system will gather information from a large variety of sources across your business
and beyond.

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What does a CRM system do?
CRM lets you store customer and prospect contact information, identify sales opportunities,
record service issues, and manage marketing campaigns, all in one central location that’s
available to stakeholders at your company. It does this by organizing customer and prospect
information in a secure, easy-to-use digital record with information like a contact‌’s email,
telephone, social media handle, all previous interactions with your company, and more.

Key features of a CRM

Customer relationship management software provides businesses with tools that help them
communicate better — both internally, and with customers. Here’s how:

Flexibility, security, and lower costs with a cloud CRM

Unlike the early days, today’s CRM software lives in the cloud, giving you the ability to safely
save and access all of your customer data from anywhere at any time. That means every
employee has the same information in real time, and can make updates wherever they are.

Unified view of the customer

With a consolidated view of every prospect and customer, CRM software can manage day-to-day
customer activities and interactions. For marketing, this means engaging your prospects with the
right message, at the right time, through targeted digital marketing campaigns and journeys.
Sales reps can work faster and smarter with a clear view of their pipeline and accomplish more
accurate forecasting.

Connects with your other apps

As we mentioned, the average company uses close to 1,000 apps — most of which can’t talk to
each other. A CRM platform can connect with other business apps that help you to develop
customer relationships. CRMs integrate with your favorite business tools, such as document
signing, accounting, and billing, and surveys, so that information flows both ways to give you a
true 360-degree view of your customer.

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Trusted AI is built in

The latest CRM systems have built-in intelligence and trusted AI. They use your customer data
to create customizable, predictive, and generative AI experiences that automate administrative
tasks like data entry and lead or service case routing.

How much does a CRM cost?

There are many ways that customer relationship management software can make a big impact on
your business. But that doesn’t mean the cost has to be big. CRM products and services are made
for businesses of all sizes and to meet needs across all areas of a company.

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Abstract
CRM is short for customer relationship management. The ideas behind customer relationship
management are by no means new. Today it’s widely acknowledged that how you understand
and treat your customers, goes a long way to determining your future success and profitability,
and companies are making bigger and bigger investments to do just that.

The concepts of customer relationship management have been in the air ever since people started
exchanging things, but CRM as a term came into existence in the mid-1990s.

Companies are already pouring billions of dollars into CRM solutions—software and services
designed to help businesses more effectively, manage customer relationships through any direct
or indirect channel a customer might use. That's why, the market for CRM technology is
exploding.

Obviously the most common question asked here is “What is CRM?”

Probably because if you ask three managers, you’ll get five different answers.

In brief, CRM is the total process of:

• getting customers,

• keeping customers

• maximizing customer profitability, behavior and satisfaction. Since “the customer is always
right” calls between the client and the employee, in Customer Care department, must be recorded
in order to analyze the voice, to keep control on Customer-Employee relation. Companies that
consider the relationship with clients as number one in their working process, face problems in
“how to keep eyes on employees” and waste lots of time in hearing recorded calls. Since most of
the CRM’s find difficulties in moving data from the company database to the CRM database,
which would be expensive and wastes a lot of time. There is a need of a new tool that allows
transferring data from existing database to server side where it can be previewed or imported to
CRM database.

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Reference
https://www.salesforce.com/crm/what-is-crm

https://www.techtarget.com/searchcustomerexperience/definition/CRM-customer-relationship-
management

https://www.tutorialspoint.com/customer_relationship_management/crm_introduction.htm

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