Analytics and Improvement of Sales Management through CRM
DOI:
https://doi.org/10.63282/3050-9246.IJETCSIT-V6I2P101Keywords:
CRM, Sales Analytics, Customer Retention, Predictive Analytics, Lead Conversion, Sales ForecastingAbstract
Customer Relationship Management (CRM) has become almost a must-have in the contemporary approaches to managing sales since it allows players in the market to maintain a proper approach to the customers and, therefore, make the most of it in terms of sales and revenue. Thus, through the use of analytics, artificial intelligence, and CRM automation, the sales teams are able to gain valuable information about consumers’ behaviour, preferences, and buying cycles. This helps various organizations develop strategic business decisions that improve how they operate and interact with clients and enhance the chances of accuracy when it comes to prognostications. Sophisticated CRM systems use AI and BI tools to find the best sales leads and opportunities, manage routine sales processes and optimize customer interactions. This way, businesses can work more efficiently and decrease manual work while customers are engaged and satisfied at their best level.
This study aims to examine the results of CRM-driven analytics on the sales performance of a mid-sized retailing firm. Measures that worked perfectly with the CRM analytics were converting leads by 25 per cent and customer retention by 30 per cent, thus proving the usefulness of having data in sales. Given the analyses, findings point out that AI-implemented CRM systems help organizations enhance sales forecasting, string out sales processes, and effectively manage customer relationships. The study also shows how CRM can smoothly work with marketing automation, customer support, and business intelligence tools to achieve long-term organizational objectives. When implemented, CRM analytics provides organizations with a competitive advantage and improved efficiency of organizational operations for better results as far as customer loyalty is concerned, thus contributing positively to the growth of increased sales revenue.
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