Why customer relationship management is important for your business

CRM News, Lorge Blog

Every business looking to become successful should know the importance of Customer Relationship Management (CRM) and how to use a CRM system. Investing in world-class CRM system will equip your business with the tools to understand your customers, increase productivity and gain visibility for better business decision-making.

Why CRM?

Throughout the long history of business, customer relationships have been a crucial part of doing business and generating profit. By building relationships with your customers that are meaningful and of value, you create a loyal customer base that increases your revenue

CRM is about understanding these relationships and nurturing the relationships you have with your customers, as well as with potential customers. It is also about understanding the needs and behaviours of your customers and being able to react and adapt to them as they change.

Ultimately, you need to deploy customer relationship management as a strategy to maintaining and creating relationships with customers. Through the development of personal bonding and creating an emotional link, your business organisation will easily be able to identify the needs of your customers and assist them with exceptional service, in a better and more efficient way. The importance of CRM cannot be overstated.

What is CRM, really?

At its core, a CRM tool creates a simple user interface for a collection of data that helps businesses recognise and identify the needs of the customer, and also communicate with customers in a scalable way.

Your business will benefit from maintaining a record of which conversations, purchases and marketing material can be associated with leads and customers. Beyond this, CRM contains each and every bit of data on a customer, in one centralised location and this makes it very easy for your team to track a customer accordingly. This can then be used to determine which customer can be profitable and which not.

Business benefits of CRM

There are a variety of reasons to implement a CRM system. The first, and most obvious, is that it improves your ability to understand your customers. Through keeping the entire history of a customer’s trends and habits you will know, based on accurate and relevant information, what to offer them. This increased understanding of your customers will in turn keep them loyal and this is a highly beneficial to your business as it is far more profitable to retain customers than look for new ones.

Your sales will also accelerate with the use of CRM. This is because you will gain visibility and informed insights, as well as trend-tracking with charts, dashboards and reports that you can make actionable. By using pipeline analysis within Sage CRM, your sales team will be able to see where improvements can be made and where leads can be generated – you can use this intelligence to steer your business in a particular direction that is beneficial for sales.

You can differentiate yourself from your competitors by managing your customer relationships. This is done by keeping up to date with customer demands. This also offers your business the best chance for growth, and for making improvements.

Your overall productivity will also increase with a CRM system because you will be saving time by storing all relevant data in an integrated CRM system is centralised. This data will be available at any time and to any authorised person on any authorised device whenever needed. So you will not be wasting valuable time or a great opportunity waiting for the system to upload or the data to be extracted, instead you can focus your time on other strategic business processes.


Sage CRM is an out-of-the-box Cloud solution. It’s compatible with all web browsers and the Sage CRM Mobile app. This gives your team the tools to succeed, office bound or on the road. Sage CRM is adaptable, either working stand-alone, or integrating to Sage 300Cloud and Sage Enterprise Management. It can connect to external solutions for further integrated data sets, all from a single customer-centric view across your entire business. Lorge provides solutions to give your company the competitive edge. From management to analytics to staff training, we have the expertise to advise and assist you with all your needs. Get in touch today to find out how we can assist you with improving your customer relationships!