By Aashmeen Kaur

Recently our Public Relations and Philanthropy class had the opportunity to meet various non-governmental organizations (NGOs) making positive changes in Oakville. Due to their relatively smaller size, NGOs have a greater need for volunteers to perform various tasks. Customer relationship management (CRM) software is a blessing for these organizations and other small businesses as it saves money by outsourcing customer engagement.

CRM software consists of applications handling client information, finalized contracts, contract values, sales leads and more. According to leading IT research company Software Advice, popular CRM software in use today includes Salesforce, Infusionsoft and HubSpot.

Although the main use of this technology is to collect information about a customer’s relationship with the company from various channels (telephone, website, social media, etc.), it is also very useful for improving customer engagement through retaining or prolonging the organization’s connection with its clients.

CRM can also be profitable in attracting new customers and contracts, and reducing customer management costs. Modern technology has changed the demands of customers; they now expect to receive feedback instantly. CRMs can aid an organization in doing so by automatically responding to customers, adding speed and efficiency to its client communications.