The Four Key Roles of CRM

Building a secure future based on a new operating environment will demonstrate the four key roles of CRM.

Clearly, now is the time to make important decisions – do you seek a stronger foothold with existing clients and services or to pastures new by expanding your customer base and investing in new offerings.  Or, maybe a combination of the two? Whatever you decide, your strategy must be based on accurate information about your organisation and customers.  Check out our key roles of CRM.


CRM To Empower You and Your People

Important decisions rely on the evaluation of good quality, timely information about the organisation and its customers. And that’s where the power of a well-implemented Customer Relationship Management solution can make a huge difference.

Our experts will ensure you harness the power of CRM.  What’s important is an in-depth understanding of your organisational goals.  Then it’s a case of flexing the CRM solution to ensure it works hard for you, and makes an impact at all levels within your organisation.

How to approach CRM

It may be unfamiliar territory to you, but all CRM solutions have four broad capabilities.

Empower your service teams. Turn a cost burden into a sales asset

Empower your service teams with information – provide finger-tip access to order history, preferences, recent contacts, outstanding cases.  This means your service teams will be best equipped to deal with each customer transaction and close first time resolution.

Enable your sales marketing teams.  Shorter sales cycle through information-sharing and streamlined business processes.

Unite your sales and marketing teams – use CRM to create targeted marketing campaigns which are maximised through sales follow-up.  Use CRM to hold all customer and contact information as well as account plans, so you can continually evaluate the sales and order pipeline and build better customer relationships through meaningful dialogue.

Focus your marketing teams. Channel investment wisely – understand what works and what doesn’t

Use the full capabilities of CRM to target your campaigns more effectively – get the right message to the right person at the right time, and ensure appropriate follow-up from sales teams. Become more responsive by using CRM to mail merge, enabling you to create a highly targeted campaign safe in the knowledge that each customer profile will be automatically updated.

Understand your business.  Make the right decisions through analysis of up-to-date information about your organisation and customers

Generate reports to gain insight into service cases – improve the customer experience by drilling down to the root cause of repeat issues.  Analyse what customers are asking for so you can respond effectively.  Use CRM to gain a more accurate view of your sales pipeline to help plan financing, investment and cash flow.  Understand who are your best sales people, what’s selling and in what volume.


These key roles of CRM demonstrate how, if used effectively, CRM will help your organisation achieve its long and short-term goals.  It will:

  • Ensure you’re targeting the right prospects or existing customers using the most effective messages channels
  • Help your sales people turn leads into customers & build improved relationships with existing customers to create increased loyalty
  • Help you and your teams to make the right decisions based on quality, timely information.

About Caltech

Caltech has a proven track record in designing and implementing CRM solutions across a range of industries.  Working with Caltech reduces the risk of wasted time, effort and money and means you can reap the full benefit of a CRM system from the outset.

Established in 1999 by Phil Callaghan, it is now one of the UKs leading suppliers and implementers of Customer Relationship Management (CRM) software.  Based near Leads, it works with clients to manage their customer contact strategies, operational processes and daily business functions in order to maintain audience loyalty, increase awareness and ultimately drive sales by recommending, implementing, integrating and developing a variety of cutting edge database packages.

Caltech is able to tailor every system to the specific needs of its clients whether it is an SME or large blue chip organisation and regardless of its IT capability.  Customer service is at the very heart of everything that Caltech does – and is committed to meeting and exceeding expectations in the most effective way possible, leaving a real sense of confidence.

Long term and successful integration is when CRM works best so Caltech, unlike many of its competitors, is not just a supplier – the team works on an ongoing basis with every client to develop specific systems so they work hand in hand with existing software, from accounts systems to telephony packages, ensuring optimum results every time.

“Hays have benefited from improved efficiency, communication and quality” Carole Hodgson, Hays Travel

“The introduction of Goldmine and QuoteWerks has played a major part in the doubling of my department’s global sales since the introduction of the two systems.”  Nigel Bleackley, Stork Cooperheat

“You just ask for something and it’s done.  Caltech have given us an exceptional system, their ideas and influence to use the system effectively, really work for GG Glass.”

“The transformation was achieved when we took on GoldMine, making us leaner and meaner.  It was revolutionary.”  Chris Benson, Managing Director Betech 100pt.

“The Microsoft Dynamics CRM Event Manager Accelerator is exceptional.  We use this tool for managing our many conferences, delegate badges and lists.”  The Information Centre NHS

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