We live in a dynamic business environment where, to maintain competitiveness, companies need to establish strong relationships with clients, discovering their habits and needs. Thus, in recent years, many organizations have built models of relations based on the Customer Relationship Management (CRM) to identify, attract and retain customers. However, the concept of CRM has caused much confusion. Some managers believe that it is merely an operational tool as a call center or web page to manage customer relationships. But in reality, the CRM is a business strategy that covers several processes and integrates various sales channels and attention.
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.
Tags: CRM Application