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At the most basic level, CRM software consolidates customer information and documents it into a single CRM database so business users can more easily access and manage it.
CRM tools with marketing automation capabilities can automate repetitive tasks to enhance marketing efforts at different points in the lifecycle for lead generation. For example, as sales prospects come into the system, it might automatically send email marketing content, with the goal of turning a sales lead into a full-fledged customer.
Sales force automation tools track customer interactions and automate certain business functions of the sales cycle that are necessary to follow leads, obtain new customers and build customer loyalty.
Automating contact centers is important for efficiency and cost reduction. Five key areas of automation include chatbots, virtual assistants, predictive analytics, Voice over Internet Protocol (VoIP) technology, and automatic call distribution (ACD) systems.