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Customer Relationship Management |
Sea earl m/management of customer relationship management/customer relationship
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The fact that the enterprise which offers the commodity and service constructs, with the customer, long-term "continuous intimate reliance relationship" (the relationship) by the value and converts the effect maximally, the comprehensive management technique which aims toward the benefit of the customer and the fact that it improves the profit of enterprise.
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| CRM was explained in various ways according to age. |
| CRM with respect to concept |
The occasion where the concept of CRM is explained, example "of the shop of the town" is brought up well. (Ideal of neighborhood) the vegetable store fish store and the liquor store etc. grasp the taste and state of the customer securely, adjust to circumstance and in order to use the air, it is something where also enterprise accurately grasps & understands the taste and needs of the customer, does precise goods and service offer in consequence of that. There is a kindness here and a conception of CRM, but the later mentioned marketing (the customer is operated) with there is no point of view which is said. Perhaps you can call CRM as a connection customer.
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Customer individual correspondence and brewing of reliance
The aspect, which "adjusting to the taste and the needs which differ every customer, by the respective separate commodity and the fact that it services and it offers information, it raises customer satisfaction, convertscustomerroyalty maximally,assurescustomer enlargement and customer maintenance" that you say on the nineties latter half when CRM starts making a noise and "advancement of individual correspondence" was emphasized. It is thought that "Oneto One marketing "conceptof "permissionmarketing " and so on has influenced in this.
In addition this time, CTI (computer telephony integration) it depends, it was introduced into many enterprises the "coal center solution" as a "CRM system". There was a technology, CTI from time before the that, but it was accepted anew by the dressing up of CRM. When there is arrival to coal center, depending upon the system, "CTI + customer database", the customer data is indicated in the computer picture of the operator seat in simultaneously in automatically and (screen popup), as for the customer it becomes possible to receive precise correspondence, without one by one being able to ask name and address and past purchase past record etc.. This customer satisfactory improvement and improvement of efficiency of coal center operation become the aim.
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| Customer analysis and customer rearing |
Consequently, as for the customer satisfactory improvement promotion for "all customers" CRM from the reflection that, as "a discrimination conversion of the superior customer" it is not efficient, appears. The marketing point of view that is strong this, analyzing the customer database, analyzes & extracts the superior customer, raises the latent superior customer in the superior customer via campaign and the like.
Marketing CRM conception "of the customer enclosure included" is strong, "you do not understand the superior customer is who," "the person who in the new customer can become the superior customer does not understand", that you say, stepping on stage from the initial condition where the mass marketing promotion is necessary, the analysis segment doing the customer, it is something where it assorts the superior customer, assuresthe largestconversion of LTV by the fact that it maintains that. You probably can say that "database marketing" it is the technique which is influence of "relationship marketing" and so on. As a IT solution,"businessintelligence ""datamining " and so on is related.
Here as for "the R = relationship" of CRM, rather than calling enterprise and "emotion reliance relationship" of the customer, as "the rational relationship to recognize benefit mutually" it is considered. |
Customer channel integration |
CRM "information is shared in the customer between the section which such as sales, marketing and customer service has relation, irregular customer correspondence is avoided, when the fact that toward effective customer approach aims with seamless" it is explained, it is. Perhaps this you can call the thing which expandsSFA which is limited to sales support corresponding process to all customers. It is derived from the thought of "concurrent marketing" also it is said. Here it is not "management to do relationship with the customer", "the relationship with the customer focusing on we have become, even customer central knowledge management you probably can call to the nuance that it processesthe respective companymanagement".
Furthermore, there is also the direction which is expanded to the concept that CRM "demand and claim from the customer are utilized to commodity plan and design and production plan". Namely,it ispositioningas the front system which is connected to SCM and the concurrent engineering. Here various information from the customer and the market are taken in, it is portion of the management strategic system in order you analyze & to utilize that information, customer starting point management it points to the mechanism which becomes the starting point.
*As for the IT solution which supports the execution of CRM, "service of the customer database" is core. The information joint ownership in front office section with this database is assured, it is quick and the CRM system which aims toward appropriate customer correspondence "operational CRM", the CRM system which finishes by washing the superior customer and rears is classified "analytical CRM".
Furthermore, when it is 2000 age latter halves, it reaches the point where the remark that "CRM died", appears, CMR is rumored as the antithesisof CRM.
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