4 Examples of Businesses Leveraging CRM to Improve Productivity and Efficiency (2023)

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Customers are the mortar that keep businesses together, and happy, invested ones are the underlying foundation for success. But how do you ensure that customers are happy? Research conducted by Marketing Professor Patti Williams at The Wharton School confirmed that “evoking feelings of pride and awe are two ways that companies can forge deeper connections with their audiences.”

Salesforce Research found that trusting a company is important to customers, and a trusting relationship results in more than just customer satisfaction. Customers who trust a company are more likely to:

  • Be loyal: 95%

  • Recommend that company: 93%

  • Buy more products and services: 92%

  • Buy more frequently: 91%

  • Spend more money: 88%

  • Share their experiences: 86%

Managing customer relationships is critical to business success, and a customer relationship management (CRM) platform lets companies large and small organize, automate, and synchronize every facet of customer interactions. CRM system examples include platforms built to manage marketing, sales, customer service, and support, all connected to help companies work more effectively.

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With a CRM system, businesses can analyze customer interactions and improve their customer relationships. This technology is widely embraced throughout the business world, and the global CRM software market is projected to grow at a compound annual growth rate of 6% a year, with an estimated valuation of approximately $35 billion in 2023. Of course, if you’re considering investing in a CRM solution, you’re likely to be less interested in the big numbers and global picture and more concerned with how your company can use a CRM platform to improve productivity, efficiency, and customer satisfaction.

Let’s take a look at four CRM success stories. They illustrate how a CRM platform has helped businesses of all sizes perfect the art of customer satisfaction.

Wells Fargo

When an organization is responsible for keeping track of approximately $1.9 trillion in assets and roughly 70 million customers, staying organized is critical. Just ask Wells Fargo, the seventh most profitable company in the United States.

To be efficient, large companies need to align communication and technology. Wells Fargo uses its CRM platform to keep all its services, including banking, mortgages, investing, and credit cards, in sync. The business impact of its technology investments, from software that helps the company with customer relationship management to tools that help departments run smoothly, is monumental:

  • Greater focus on high-value work because the bank can save time on customer service

  • Increased end-user productivity

  • More attention for important projects because automated workflows, optimized platforms, and reliable platforms save time and energy

Thanks to Wells Fargo’s commitment to its CRM system, the bank has saved hundreds of nonproductive IT and business hours. It’s also reduced technical debt and created systems that drive innovation and business growth.

Learn more about how Wells Fargo has put customer relationship management at the forefront of its business by streamlining activities behind the scenes.

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Bespoke Collection.

The four brands that make up Bespoke Collection speak to its commitment to fine wines, elegant art experiences, and unique customer experiences. Bespoke provides the top-tier customer experience it’s known for by building deeply involved relationships via its loyalty programs and memberships. The team behind Bespoke also works hard to understand the company’s customers and which behaviors are associated with buying habits.

As Bespoke’s customer base grew, managing customer data became a real challenge. By embracing CRM solutions, company leaders were able to offer their customers the kind of personal attention that had defined their organization from the beginning. In the words of company President and Partner Paul Leary:

“When someone makes a purchase with us, the next morning at 10 o’clock, they automatically get a personalized email ... By placing emphasis on relationship-based sales instead of transaction-based, we’re able to increase customer retention and satisfaction, referrals, and order value.”

Bespoke identified the right CRM tools it needed to make this kind of direct customer connection happen.

You can read in more detail about how Bespoke Collection used its CRM system to improve client relationships.

(Video) How to Use Your CRM to Improve Efficiency, Sales, and Operations


Activision is known to gamers the world over as the brand behind some of the most popular video games out there. Founded in 1979, the company operates in more than 15 countries, and its 2011 release of Modern Warfare 3 was the largest and most successful entertainment launch at the time, bringing in over $400 million in the first 24 hours. This is only one measure of Activision’s success.

The company prides itself on providing a continually amazing experience to its gamers so they can remain satisfied and enthralled long after they’ve made their purchase. By using Marketing Cloud, Activision monitors social media conversations that are relevant to their products. Service Cloud then helps Activision follow up on those conversations. And, given that social media customer service is less expensive than conventional methods, Activision found that it was able to decrease its annual customer service operating expenses by 25%. As explained by Tim Rondeau, Activision’s Senior Director of Customer Care, “We’re reducing costs and increasing satisfaction at the same time.”

Like Activision, you can augment your CRM system with customer service and marketing software.

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Xtreme Lashes

The mission is simple: Xtreme Lashes is dedicated to “enriching and empowering lives by delivering on our promise to provide revolutionary beauty products, unparalleled client support, and comprehensive education.” The company started with a simple yet popular product, but quickly expanded to training programs, and has now become a major player in the beauty industry.

With growth can come growing pains, and the COO, Ali Moshfeghian, says, “We needed a single cloud-based platform that could store all our data, run apps for every department, and deliver value to our clients.” In searching for CRM system examples, company leaders found a powerful solution that not only helped them manage sales and customer service, but also gave Xtreme Lashes the ability to use native apps and add-ons that only increase their productivity.

The company’s investment in a CRM platform, says Moshfeghian, “enabled us to easily create ways to help our stylists and their customers.”

Find out more about how a customer relationship platform can scale with your company.

Customer Relationship Management at Your Fingertips

These examples of CRM platforms in action show how this technology has helped businesses around the world enhance their customer relationships, perfect their internal processes, optimize communication and collaboration, and improve lead conversion rates.

Speak with your employees, listen to consumer feedback, and determine what kind of CRM solutions are best for your organization. Whether it’s large or small, your company’s success depends on keeping customers happy. Do so by investing in an effective CRM platform, and you may just be the next CRM system success story.

If you’re ready to find the right CRM solution but don't know which one is best for you, check out our free e-book to learn how to find what you need without compromising.

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What is CRM?

Chapter 1

Explore the 6 biggest benefits of CRM.

Chapter 2

See 4 examples of businesses using CRM.

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Chapter 3

Craft a CRM strategy for your business.

Chapter 4

Rethink your approach to CRM integration.

Chapter 5

Choose the best CRM for your small business.

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What the the 4 main types of CRM software and what are their uses? ›

Let's now take a closer look at each one of them.
  • Operational CRMs. Operational CRMs give your marketing, sales, and customer service departments the possibility to better support your existing and potential customers. ...
  • Analytical CRMs. ...
  • Collaborative CRMs. ...
  • Campaign management CRMs. ...
  • Strategic CRMs.
12 Dec 2019

What kind of businesses use CRM? ›

By choosing the right CRM, firms can manage their daily work and focus on their clients. Manufacturing, professional services, and B2B companies are three of the many businesses that have experienced improved customer relationships and higher profits after implementing CRM.

What are the 4 P's of CRM? ›

The “4 Ps of CRM Success" are Planning, People, Process and Platform to some while it is Product, Process, Policy, and People to others.

What is an example of CRM? ›

Examples of CRM Marketing Automation

Sending out a thank you when a customer makes a purchase. Upsell or cross-sell a client if they purchase a particular product. Offering a birthday greeting with a promo code. Sending a discount to a customer that hasn't made a purchase recently.

What are the 3 key types of CRM systems? ›

The three types of CRM systems are operational, analytical and collaborative.

What industry uses CRM the most? ›

Industries That Benefit the Most from CRM Software
  • Retail Industry. A retail firm sells both goods and services. ...
  • Banking Industry. A banking business, like any other business, is dependent on people. ...
  • Health Care Industry. ...
  • Consulting Industry. ...
  • Call Center industry. ...
  • Real Estate Industry.

How does Coca Cola use CRM? ›

They provide the customer service not only through feedback, email and telephone but also through monitoring and many types of analysis. So by this collaborative CRM, Coca Cola has provided efficient customer service to gain customer satisfaction.

Does Apple use CRM? ›

Additionally, Apple CRMs let users access their CRM system through the Safari search browser and iPhone device, plus integrate with Apple software tools like Apple Mail, Contacts, and Calendar.

Does Netflix use CRM? ›

CRM – An Agile & Highly Scalable ApproachWhat sets Netflix apart and is responsible for its exponential growth over the past decade is its ability to adopt modern marketing, such as Customer Relationship Management (CRM), which is an agile, innovative, creative, and data-driven marketing strategy.

What are the 4 main marketing strategies? ›

The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.

What are the main benefits of CRM? ›

While the benefits vary by department or industry, six benefits of CRM platforms that affect every user include:
  • Trustworthy reporting.
  • Dashboards that visually showcase data.
  • Improved messaging with automation.
  • Proactive service.
  • Efficiency enhanced by automation.
  • Simplified collaboration.

What are the 4 elements of marketing mix? ›

The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.

Does Amazon have a CRM? ›

AWS Managed Services (AMS) provides a customer relationship management (CRM) process to ensure that a well-defined relationship is established and maintained with you.

Is Google a CRM? ›

While Google doesn't offer its own customer relationship management (CRM) software, many professionals need a CRM that integrates flawlessly with Google's software because they rely on Google apps for many of their business processes.

What is CRM in general give examples of different CRM applications? ›

Examples of CRM are sorted by types, such as general use, inbound lead management, sales tracking, social tracking, and a fully integrated system. Most software solutions fall into one or two or multiple CRM types. For instance, HubSpot CRM is an inbound marketing CRM, but it has general, all-purpose tools as well.

What is CRM explain the different types of CRM? ›

− Sir Henry Ford
Operational CRMBased on customer-oriented processes such as selling, marketing, and customer service.
Analytical CRMBased on the intelligent mining of the customer data and using it tactically for future strategies.
2 more rows

What is a CRM system used for? ›

CRM stands for Customer Relationship Management. It's a technology used to manage interactions with customers and potential customers. A CRM system helps organisations build customer relationships and streamline processes so they can increase sales, improve customer service, and increase profitability.

What are CRM tools used for? ›

A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.

What is a CRM software system? ›

What is a CRM system? It's a platform that connects your different departments, from marketing to sales to customer service, and organizes their notes, activities, and metrics into one cohesive system. Every user has easy, direct access to the real-time client data they need.


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