The concept of CRM implementation involves not only software but has run severe changes in company processes and building a customer focused culture. Do you know who your customers? The first step toward implementing a CRM is a measurement of the various processes of a corporate culture transpolar linked to the definition of a product to another regarding the definition of a service. Knowing who the customer is and what high-value customers seem basic questions. However, not all companies have this information because their systems and processes were not designed for that. Thus, it is necessary to reorganize the company from product lines to the lines of customers.

Having a complete database, with activities and characterizations of each type of customer segmentation allows intelligent and more proactive in providing products and services. The technological component of a model of CRM is the key to building these indicators through the integration of information from different channels (website, telephone inquiries, and Auto-Recall centers) and information-generating systems that operate in the “back -office. The three areas of customer relationship

The implementation of the CRM concept must be built in three areas of customer relationship:

• Commercial Management: It is a key request to design customized sales strategies. It is not the same retail sector that sells to banks. The sales force must have technology support. For example, an officer of private bank accounts need tools for online access to its evolving customer base and offer products to meet every need.

• After Sales Support: It needs care after purchase. In this sense, the integration of information systems is also a key element for improving after-sales support.

The customer, who bought a car, is offered the opportunity to access information about their outstanding payments or other data related to mechanical maintenance service.

• Marketing: The CRM should be focused on knowing who are customers, differentiate and act accordingly, designing campaigns and promotions, while constantly measuring the results of each run.

• How to implement CRM? As seen, the implementation of CRM in an organization is not solely a matter for the Department of Technology but requires adjustments in several areas including armed groups and work process redesign. That is, the company needs to have very clear business objectives to be achieved with the implementation and have strong support from senior management. In short, CRM is not a technology solution but a strategic approach that defines the types of clients to segment and designing a plan for each target. Its implementation should be gradual and may seem complex, but the results worth the effort of implementation.

By not being involved with legal or tax issues, the CRM application implementations are usually faster and quiet, often carried out in distinct phases (divided by department, for example). Sometimes, what slows the process is the need for integration with any system, necessary item in a corporate environment 100% integrated. Still, the speed in implementing CRM is visible. Another advantage of CRM is its design. Since arose after management systems, new technologies have in many ways, providing benefits such as improved user interface, better tools of integration, ease of customization and development of new functions. These features of the CRM user training provided for their use. When operating a new system similar to the technology with which it is used, resistance to change tends to be lower.

For the entrepreneur interested in a possible improvement of its processes, is a certainty that using a CRM tool makes the projects in this area less complicated, with a tendency to get results faster. Integrated CRM: the challenge of customizing products and services Billions of dollars are spent each year on marketing campaigns, and specialists earn a relatively low rate of success in these projects. Companies can change their expectations in relation to campaigns, understanding what the customer really wants and effectively achieved through a growing practice in CRM, Costumer Continuous Dialogue (Continuous dialogue with the client).

The continuing dialogue with the customer gather information and CRM strategy for talking to customers, based on individual profiles and interaction through multiple channels, or when he wants to be addressed. The five points below show how companies can implement the concept.

- Vision of customer: The first step is to group all the customer data may be spread across separate systems and different databases. Web Services and Service Oriented Architecture are making this process easier and more effective.

- Discerning what clients need: Achieving this requires an analytical capacity to predict their behavior. Depending on the volume and complexity of customers, products and services, organizations can deploy a variety of technologies and optimization of data analysis. Analysis of self-learning are continually adjusted as customers accept or reject offers, making marketing more efficient with the passing of time.

- Generate customer interaction: Each contact initiated by the client – either by web, by phone, or a sales channel – is an opportunity to strengthen emotional bonds. Customer-initiated interactions are much more effective than interactions initiated by the seller.

- Consistency between multiple channels: Customers want to trust in companies that buy and develop lasting relationships. The dialogue with the customer was always the best way to build loyalty and trust. The CRM must reach customers and generate a consistent dialogue and continued through channels.

Thus, among the main obstacles identified by the analyst is the fact that the measurable impact of CRM applications in the business is limited. In this sense, the satisfaction of the Spanish directors of Information Technology regarding the direct impact of CRM is very poor. Specifically, on a scale of 1 to 9, the satisfaction level of 5.23 means is referring to the possibility of mediating a clear ROI from CRM investments. Another problem identified by the study of ICT Analyst Pentheus is the poor quality of data. Almost 40 percent of Spanish companies say working with poor or erroneous data, while 23 percent thought that the data quality is acceptable. Only 8 percent of respondents say managers have a very good quality of your corporate data and customer information. Using a CRM application should be a priority in this time for all kind and size of business.

Finally, the third problem identified relates to the complexity of deployments. Thus, the report says that 46 percent of Spanish companies employing between six months and one year since launching the CRM project to full operation. In addition, nearly 40 percent additional need more than a year to get to have a fully operational CRM. To avoid these problems, Pentheus recommended boosting ICT directors CRM projects within their organizations. It also notes that the success of each project will depend on the detailed planning of the project in three main blocks of activity: strategy, technology and data. Each, in turn, consists of several lines of work as a segment of cost, to define a data quality policy or mediate the scalability of the pre-selected CRM tool.

Consider that small and medium enterprises have an average of 50 employees, making it impractical to devote some of them to process data exclusivity. Normally, this responsibility lies with the marketing manager or sales that gathers information semi processed by the heads of departments to take some determination. Otherwise, all the useful information can be obtained through it becomes unfruitful. The most common faults when purchased CRM are two:

1. Many times the CRM implementation is limited to the IT department, so it becomes irrelevant for both the company and the customer who is trying to serve better.

2. Although CRM has been deployed successfully, only part of the company uses it and, therefore, the customer receives an experience in dealing with this segment and its various divisions.

For the CRM implementation to fruition, the company must understand its ramifications and consequences, not only on the customer service area, but the departments of marketing, sales, call centers and Web sites. After all, companies exist because there are customers and, therefore, must be taken into account that although the influence of the client on the internal process and the way business is indirect, is a factor. Moreover, because CRM is still a recent and first of its kind, many companies seem to believe that buying software is sufficient to bringing its customer service area.

Then it should be mentioned that the CRM implementation must be gradual and that requires a specialized working group in their management before they start to light the benefits that brings (what’s the use, for example, the software generates statistical data but there someone who can analyze it?) as the way in which every company needed time to adapt to the technological revolution and its impact on their business model, should be understood that CRM will bring changes advantageous only if it is supposed to do magic .

While implementing CRM solutions have satisfactory long-term consequences, be aware that no exception to the rule that any software has immediate benefits, is imminent. Additionally, it should be noted that the use of CRM must be accompanied by a large share of the traditional values of customer service, listen and treat it as a unique value that the benefits are real.

We must not forget the “Call Center”, it forms part of a complete CRM action. The quality that most staff appreciates a call center is to focus on customers. Some people are born with the ability to communicate, to notice the details, with the ability to listen and accurately transcribe the information obtained. Choose carefully your staff is a reflection of your company. Included in a call center within CRM your actions should have applications in treating customer information, captured in these call centers, role models for their actions and to predict their behavior. A complete CRM solution can identify who your best customers and automatically divert the call to the most appropriate recipient. Many companies make the mistake of investing all the new technology to optimize a single channel, when they should actually interact with customers through different channels e-mail, telephone, face to face, and others.

The real success of a CRM application is, to find customers to the extent that they want to be found. And today, customers who are online they ask for more individual attention, as well as sensitivity and overall greater customization. They want the information they need when they need it.

None of the elements of success of CRM technology necessarily involves. CRM is simply a process with the aim of obtaining profitable relationships. To achieve this goal, marketing, sales and customer service should work as team and share information. Computerize CRM applications make this possible. But beware, before investing large sums of money in cutting edge technology to carry out actions of CRM, we must consider very well that we want to achieve goals. If we set out to buy technology without properly defining what objectives we want to achieve with this technology, we will be doomed to failure.

There is a misconception about CRM and prevailing in the minds of many managers: They believe that CRM is just software that will allow them to achieve a more intimate and personal relationship with their customers without making changes within the organization. Nothing could be farther from reality. To succeed with CRM is that fundamental changes in the organization of the company, although we know that changes within an organization already established, is very difficult. We must convince people of the company that CRM is not only to implement new technology within the business processes but is a new way of doing things, a new way to conduct business.

When it comes to the integration of CRM applications on your website, we will not tire of repeating that you should not buy anything before we know how to use what you buy to achieve the goals that you dialed. For instance, a bad reason to buy a CRM application, I need this new CRM application because it was the best evaluated on an analysis of CRM products that I make last month a leading publication.

What produces loyalty is a strong relationship with the client. A good service, unfortunately a rare exception – is necessary but not sufficient to build a relationship. If you offer a poor service you will not have a lasting relationship with your customers. Even if you offer good service, you may not get a good relationship if you do not care of this relationship, knowing the preferences of each of your customers. What is the key to understanding how to implement a CRM application?

1. Knowing what you offer: Identify your customer segment and know they want and what they like.

2. Provide a clear description of who is available to serve them: This is not to expose a list of your products but you need to focus on what you are trying to be for your clients. Want to be your friend?

3. A solid customer service: This reinforces our brand awareness or weak; every interaction with our customers has an immediate effect on our brand image, whether it is a positive experience strengthens our brand image, if experience is negatively affected in the same way about the image of customer’s brand. A tip: Keep your promise.

4. A low-cost structure: An Internet business will perish unless they are an organization that does not involve a high cost. If you keep operating as if you will earn your $ 200 when you’re getting really great 8 bound to fail quickly. Delivers your investments, it invests as you need them. And remember: Do not buy because you say it is the best application of the market, buying only what you need.

We must not forget the “Call Center”, it forms part of a complete CRM action. We often think that the most useful thing you can do with a CRM application is having a call center that focus in provide attention to your customers. Some people are born with the ability to communicate, to notice the details, with the ability to listen and accurately transcribe the information obtained. Choose carefully your staff is a reflection of your company. Included in a call center within CRM your actions should have applications in treating customer information, captured in these call centers, role models for their actions and to predict their behavior. A complete CRM solution can identify who your best customers and automatically divert the call to the most appropriate recipient. Many companies make the mistake of investing all the new technology to optimize a single channel, when they should actually interact with customers through different channels e-mail, telephone, face to face and more.

The real success of a CRM application is, to find customers to the extent that they want to be found. And today, customers who are online they ask for more individual attention, as well as sensitivity and overall greater customization. They want the information they need when they need it.

The CRM –which stands for customer relationship management- is a word that is up-to-the-minute and is not far from new. What is new is the technology that is allowing us to return, in this new century, the philosophy of the corner store? This technology allows us to automatically follow the preferences of each customer in a personalized way. We might say that CRM is a philosophy that places the customer at the center of attention, getting intimate with. It is more a strategy and a process that is designed to understand and anticipate customer needs and prospects.

None of the elements of success of CRM technology necessarily involves. CRM is simply a process with the aim of obtaining profitable relationships. To achieve this goal, marketing, sales and customer service should work as team and share information. Computerize CRM applications make this possible. But beware, before investing large sums of money in cutting edge technology to carry out actions of CRM, we must consider very well that we want to achieve goals. If we set out to buy technology without properly defining what objectives we want to achieve with this technology, we will be doomed to failure.

There is a misconception about CRM and prevailing in the minds of many managers: They believe that CRM is just software that will allow them to achieve a more intimate and personal relationship with their customers without making changes within the organization. Nothing could be farther from reality. To succeed with CRM is that fundamental changes in the organization of the company, although we know that changes within an organization already established, is very difficult. We must convince people of the company that CRM is not only to implement new technology within the business processes but is a new way of doing things, a new way to conduct your business.

Sales Team CRM application: Perhaps the most important application of CRM application and the use of CRM in the sales teams enables companies to offer a differentiated level of personalized attention, rather than all customer information available to the entire team. Imagine the satisfaction of his client to call your vendor to request any information on any product and suddenly hear a “Happy Birthday”. Similarly, any customer information or customer operators can be of great value: personal interests, events and meetings occurred. This information can help companies in negotiations, as well as in solving business problems or even the time to send a simple present to your customer. “Marketing is the practice of one by one, trying his client as being unique.”

Call Center CRM application: Imagine a call center company that uses the concept of CRM. Upon receiving a call from a client, the representative can easily identify this person (through the company name, customer name, document, etc.). And have all the information recorded on the screen. At the same time when talking to that customer, the representative records the reason for the call -whether a claim, simply a suggestion or a request for information. In this way, the next call from that same client, the same representative or any other you can check the historical record of that person, which appear all previous calls, the consequences and results.

Telemarketing and telesales: By using a CRM application, teams can register Telemarketing important data on the contacts and the result of contact with new customers. Imagine a telemarketer who used to write in your own records, the contacts he made, leaves the company. With his departure, the possibility of losing those contacts is more than feasible, either because of inadequate records or lack of organization. With a good set of CRM data from the contacts made are centrally stored and organized. Another important benefit of the use of CRM is to prevent the centralization of customer information in one person, which can make business operations more fragile and degrade the level of attention given to the customer. With the possession of a complete historical record and properly documented, other people can interact with the client with the same level of quality of care.