How do Google use Customer relationship management software?

What is CRM?
Customer relationship management (CRM) is a combination of people, processes and technology
that seeks to understand a company's customers. It is an integrated approach to managing
relationships by focusing on customer retention and relationship development. CRM has evolved
from advances in information technology and organizational changes in customer-centric
processes. Companies that successfully implement CRM will reap the rewards in customer
loyalty and long run profitability. However, successful implementation is elusive to many
companies, mostly because they do not understand that CRM requires company-wide, cross-
functional, customer-focused business process re-engineering. Although a large portion of CRM
is technology, viewing CRM as a technology-only solution is likely to fail. Managing a
successful CRM implementation requires an integrated and balanced approach to technology,
process, and people.
Benefits of CRM
Realize which customers produce the most profit. By analyzing buying behaviors and other
customer data, your business can gain a better understanding of who are your best customers.
You can differentiate between the customer who provide the highest profit margins and those
that simply bring you the most revenue. You could use that information to provide them a better
type or tier of customer service for better customers.
Analyze buying patterns. More understanding of customer buying patterns can, again help you
spot potential high-value customers so that you can make the most of your sales opportunities
with those customers.
Maximize per-customer profits. Data cleaned from CRM can help you lower the cost of selling
to certain customers and help you increase profits from those customer interactions.

Features to look for in CRM
Application Programming Interface (API): This allows the CRM solution to link with other
systems, eliminating the need to enter information multiple times.
Multiple contact information: Users should be able to organize and access information by a
person's name, as well as his or her company. That makes it possible to view all the interactions
that have occurred with a particular person, as well as with multiple individuals within a single
company.
Dashboards: The system should provide a summary view of the sales opportunities underway
across a company's customer base and the employees working on them. With this, promising
opportunities are less likely to fall through the cracks.
Delegation: Employees should be able to use the system to electronically delegate tasks to their
colleagues.
Information entry and access: Employees also should be able to enter and access information
from anywhere within the system. For example, if they've talked with a client on the phone, they
should be able to enter details of the call under the person's name. Once in the system, that
information should be accessible through both the individual's and the company's name.
References:
Beal, Barney, CRM, Customer Service Still Driving Technology Spending SearchCRM.com,
2007.

Kroll, Karen M., CRM: Software as a Customer Service IncTechnology.com, 2007.

Injazz J. Chen, (Department of Operations Management and Business Statistics, College of
Business Administration, Cleveland State University, Cleveland, Ohio, USA), Karen Popovich,
(Department of Operations Management and Business Statistics, College of Business
Administration, Cleveland State University, Cleveland, Ohio, USA)