CRM Software Versus CRM Concept

CRM is a customer interaction integrated management, consisting of a set of procedures and processes organized and integrated BPM (Business Process Management). Some systems that assist and support such management are commonly categorized and named as CRM systems. CRM system main objective is to help organizations to gain potential customers and retain the current ones, always keeping in mind to achieve total satisfaction, through the understanding of their needs and expectations, forming a 360-degree view of marketing environments. The CRM covers three broad areas: automation of marketing management, automation of business management, channel and sales force, and management of customer services.

CRM is a strategy that enables the company to have a single view of the customer, and explore the best business opportunities. Takes all the customer interactions to capture data and turn it into information that can be disseminated by the organization. Thus, all departments, including call center, sales, marketing, board can have access to the same information about the client: who are they, what are your tastes and preferences, as often called, complaints made, suggestions you gave, as brings value to the company, among others.

The management of customer relationships enables real-time log of all contacts made by them to the company, in a centralized manner. These records are independent of the communication channel used (voice, fax, email, chat, SMS, MMS, etc.) and serve to gather useful information. Any information relevant to decision-making can be recorded and analyzed periodically to management; reports are produced of diverse interests.

CRM involves people, processes and technology enables the creation of a specific system for acquiring more knowledge about the customer throughout their lives, not just at the time that conducts a business transaction with the company. The concept bolsters up the great popes of Marketing.

A good number of corporations already know their customers with this depth. And why is this important? Studies in the North American market concluded that, in a period of five years, a company loses half of its customers and spends five times more on the achievement of a new consumer than the retention of the old. Another interesting fact is that a buyer satisfied with their purchase said five people, while an unsatisfied complains company with nine. For these reasons, the basic principles of CRM support the need to know to identify, differentiate (by value and needs) and interact with the client, to establish a continuous learning and to provide a personalized and satisfactory service for the consumer, as for the company.

All information concerning the customer relationship must be built or retrieved when the contact occurs. So when the client connects is immediately recognized and the company can seize this moment for more information and also to offer new products and services.

The company needs to make intensive use of information technology and is necessary change the culture of the organization with staff training. Implement CRM technologies without the redesign of internal processes and without creating a relationship model and customer service can be just a project to computerize the call center or sales area, which will not lead to the expected results for the entire organization.

Comments? Questions? Email Here

© HowtoAdvice.com

How to Advice .com