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Development of customer relationship management systems

CRM - Customer Relationship Management

What is CRM?

Customer relationship management is about describing a company’s processes to its own partners. The CRM processes include all processes that can be related to cooperating with customers, for example serving existing customers, reselling for them, or finding potential customers. The purpose of a CRM software is to support these processes and to store information about existing and potential customers.

How does CRM help?

Without customer management, details can be lost, communication can be incomplete or slow, which can have a bad effect on customer satisfaction. More administration means less time for everything else.

Using CRM systems can have many excellent benefits. It can be used to improve quality and efficiency, and to reduce unit cost per product. It has a positive impact on the field of decision support, as well as on corporate and customer-centric processes. In summary, by using a properly developed system, we have the opportunity to increase our profits.

The system can be applied throughout the customer lifecycle, including marketing, sales, digital commerce, and customer service interactions.

Why is it important to develop the customer relationship management system?

It is hard to reach data from a central location
We do not know who is responsible for a particular task
We can easily forget the deadlines
We do not have a well-defined sales process
Customer management takes too much time
Our sales team reaches 2-3 people

Case study, example

In view of customer management processes, most businesses go through the same phases. For example, as a sole trader, at first we are solely responsible for the customer relationship - we have fewer customers, we can easily store them in our phone’s contact list, and the tasks relating to them are easy to remember.

Later, as the number of customers and the complexity of the projects increase, our business grows into a company and various experts join the projects (salesman, project manager). Then all employees must see the customer data and tasks, so we will start collecting the data in various tables and documents. Although this may seem like a temporary solution, we will face problems after a while: this type of management is not that transparent and can not be increased for so long, and using it raises a lot of questions, such as “Is this task ready yet?”, “Do we still need to order of it?”and many similar ones.

By then, it becomes clear that our company needs a CRM system that provides a framework for customer relationship and sales processes - making them transparent and easy to manage.

Functions of CRM systems

Customer relationship management applications also support marketing, sales, customer service and call center areas.

It is important that a well-functioning CRM system is in most cases a completely individual, customized application, as it is extremely important to fully serve the specific needs and functions of a company. Some marketable solutions are available for rent, which are generally good, but we provide customized solutions that best suit companies’ needs.

Customer management

CRM system organizes all the data of customer relationships in one place, thereby all data is available to the entire team from anywhere, anytime and from any devices. The data can also be imported from various sources, so we have the opportunity to connect the system with our e-mail systems and with our phone, and we can even process the data of those customers who come from a website or newsletter campaign.

Using a customer relationship management system, we can easily keep tabs on the previous communication with the customer and what tasks we still need to complete. This can be seen in a timeline visualization, which makes it clear who is responsible for what task and also makes it easier to hand over tasks (for example, when one of our team members is off work).

In addition, we get notified of every task, so we are sure we will not forget about a customer or a task, and communication either.

Management of corporate marketing systems

Before a B2B sale, a long customer communication process is happening. Several customer contact moments happen before we reach an order. An individual CRM system is a huge help in this, as it organizes customer databases and contacts, and what is more it stores valuable customer information and makes them searchable (for example customers’ opinions, preferences, previous collaborations, purchases).

Order and sales management

The system captures and offers tasks, which also makes customer management more efficient, and also supports the accuracy of sales volume planning.

In addition, a CRM system makes workflows verifiable, thereby it helps the colleagues to collaborate, since all areas can access and use the application.

Automatic billing

In case of a successful sale, we do not have to deal with the issuance of the invoice, as the system automatically creates the invoice using the order information, which is immediately forwarded to the customer by e-mail.

The invoices that have been issued are recorded in the database, so they can be retrievable at any time by using various filters. We also have the ability to check, resubmit, and print them.

Direct Bulk messages

With automated, personalized newsletters, we can raise our customers’ interest and we can even achieve much higher conversions. These newsletter series allow us to communicate with our subscribers through prepared emails, when they are most receptive to our messages.

Within the system, we can modify the customized newsletter templates, but we can also configure which group of our customers, when and how quich they receive emails.

Handling customer service reports

For each report, an error-ticket is automatically created in the system, where you can read about the current status and the history of the report, and so the next neccessary action, to which a responsible person and a deadline can be attached. As a result, we do not miss any problems and we have the opportunity to deal with them.


A CRM system supports company statements and their rapid preparation. The system helps us to provide up-to-date, constantly updated indicators in connection with business processes and sales performance. Using a CRM system, we can see the trends, the changes within the company, and we can predict and plan for the next period.

Frequently Asked Questions

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