Customer Relationship Management
The concept of customer relationship management (English term often abbreviated as CRM) or Managing customer relationships is tied to the concept of customer loyalty.
In undertaking market-oriented "market no longer represented only by the customer but from the environment under which the firm must establish lasting relationships short and long term, taking into account the values of the individual / client society and the environment. Then the customer focus is crucial and decisive. For this reason, marketing management must plan and implement appropriate strategies to manage a resource so important.
CRM goes substantially from four different directions and separated:
1. Acquiring new customers (or potential customers)
2. The increase of relations with major customers (or customers arable)
3. The longest possible retention of customers who have more dealings with the company (as
defined "customers first floor)
4. The transformation of existing customers prosecutors, i.e. consumers who praise the
company by encouraging others to turn to for their own purchases
Some companies try to ignore customers who have little importance (as defined in the parlance "user sub-zero") and implement the technical implications defined, more colloquially, as "Demarketing.
CRM is commonly divided into three types:
1. Operational CRM: methodological and technological solutions to automate the processes of business that involve direct contact with the customer.
2. CRM analytic procedures and tools to improve customer insight through data extraction from operational CRM, analysis and reversionary studies on the behavior of customers.
3. Collaborative CRM: methodologies and technologies integrated with the communication tools (phone, fax, email, etc..) to manage the customer contact.
The most common mistake when you come across when it comes to customer relationship management is to assimilate the concept that software. CRM is not simply a matter of marketing or information systems, but relies on an increasingly massive, computer or automated tools to implement management. CRM is a concept closely linked to strategy, communication, integration of business processes, people and culture that puts the customer at the center of attention both in the case of business-to-business is that of business -to-consumer.
CRM applications are used to keep in touch with customers to enter their information into the database and providing them ways to interact so that such interactions can be recorded and analyzed.
Before following the path of CRM every company must be aware that:
- first you have to invest in strategy, organization and communication, only after technology. The choice of software has no effect on the probability of success. This does not mean that all software is equal, but it just means that no software will lead to a successful project wrong.
- CRM is suitable for companies who seek a return on investment (ROI) quickly and to those who treat the job retention and increase lifetime value (LTV) of customers who take time.
CRM Software Solution
The CRM software solution allows commercial entities, within a process that is assisted by the creation of the proposed qualification opportunity to offer its commercial and trading, real-time availability of all the updated information for to develop proposals quickly and efficiently, following the necessary internal approval processes and constantly collaborating with various business departments involved.
The CRM software solution can be extended to employees outside the company (agents) or partners, which may be involved in various stages of the process as necessary.
The management has always under control through dashboards and reports, the state of negotiations and internal activities, to participate in real time on the processes in place and facilitate the closing of sales. |
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