Though CRM is claimed to be a necessary tool to attract and retain customers few of the features have a great impact on your business. Owing to increased competition, digitalization, and current economic challenges, companies have to evaluate the CRMs they use more critically. No doubt, a CRM brings myriad business advantages , but along with this, it can also bring multiple challenges if it fails to meet the business requirements. With the passage of time, the expectations of businesses from a CRM have also changed. The businesses today expect more from a CRM.
A mere customer relationship management is not the goal anymore. It has extended to relationship optimization. Instead of merely reactively responding to customers’ needs, the businesses started anticipating the customers’ needs and proactively respond to it. In short, companies expect more from a CRM, but they want an easy to use software with fewer features to meet all their demands. The below features of a CRM are a must have ones that your business cannot go without.