Basically CRM is a strategy that allows companies to identify, attract and retain customers, as well as help increase their satisfaction and optimize the profitability of their businesses. We are therefore of CRM as a strategy, which involves not only have the right software that allows you to manage relationships with customers, but also implies a change in business processes and the involvement of all employees the same for this strategy to succeed.
CRM (the English acronym "Customer Relationship Management") refers to software used in the company to manage business relationships, loyalty and sales with customers, . In this way we can:
- Keep all customer information grouped for easy access and integrity. Make
- statistics and monitoring of sales goals.
- Create specific marketing campaigns for each client. Create and manage
- objectives and actions to be taken in the departments related to the client.
- Plan actions to be performed. Consult
- any information or contacts on the client with whom we have been involved or with which we wish to contact.
In the process of remodeling firms to adapt to customer needs, is when it detects the need to rethink the concepts "traditional" marketing and use the relationship marketing concepts:
1. Customer Focus: "the customer is king." This is the concept that tour the rest of the "philosophy" of relationship marketing. It is no longer in an economy in which the center was the product to move into a customer-centric economy.
2. Customer Intelligence: You need to have knowledge of the client to develop products / services tailored to their expectations. To convert data into knowledge used databases and rules.
3. Interactivity: The process of communication goes on a monologue (business to customer) to a dialogue (between the company and the customer). Furthermore, it is the customer who directs the dialogue and decide when it starts and when it ends.
4. Customer Loyalty: is much better and more profitable (about six times lower) customer loyalty to acquire new customers. Customer loyalty becomes very important and therefore the management of customer life cycle.
5. The axis of the communication is direct marketing focused on individual customers media rather than "mass" (TV, newspapers, etc..). Passed to develop campaigns based on profiles, special offers and targeted messages to certain types of customers, instead of using media with different messages.
6. Personalization: Every client wants and offers customized communications so great efforts are needed in intelligence and customer segmentation. Customizing the message, in substance and form, dramatically increases the effectiveness of communication activities.
7. Think of customers as an asset whose return is often the medium and long term and not always in the short-term income. The client makes a reference to develop targeted marketing strategies to capture their value over time.
really relationship marketing is something that has been doing for centuries. If not, think about the corner grocer. When you are buying always recognized, greets you by name and advised him (he makes custom offerings) based on their last consultations and shopping.
The challenge now is to get to know customers and act accordingly when instead of having 50 customers and has the shopkeeper, there are 1,000, 5,000, 50,000 or 500,000,000. This possibility is offered by technology. Until you have been CRM solutions and databases, was impossible to know and to customize messages to 50,000 customers.
The goals of relationship marketing and CRM solutions are:
- Increase sales both increased sales to existing customers by cross selling
- Maximize customer information
- Identify new business opportunities
- Improved customer service
- Streamlined processes and custom
- Better deals and cost reduction
- Identify potential customers generate more profit for the company
- customer loyalty, increasing rates
customer retention - Increasing the share of customer spending
In this context, it is important to note that the Internet, undoubtedly, was the technology that has had more impact on relationship marketing and CRM solutions. then develops Internet's contribution to relationship marketing:
1. - Important reduced interaction costs
2. - Bidirectional communication
3. - Increased effectiveness and efficiency of communication actions. Customer Intelligence
Public
highly segmented. Personalization and marketing
1 to 1
4. - Ability to communicate with any site from anywhere
5. - Improved customer service. Running 24 hours, 365 days
6. - Improved business processes
However, although the technology is the tool for the development of philosophy, can never be allowed a CRM project in her hands. It is very important to stress that success in such projects have to take into account the four pillars of an enterprise: strategy, people, processes and technology. These concepts are developed as follows: 1 .-
Strategy: Obviously, the implementation of CRM tools must be aligned with corporate strategy and in line of tactical and operational needs of the same. The correct process is that CRM is the answer to the requirements of the strategy in terms of relationships with customers and never to be implanted without being too consistent with it.
2 .- Persons: The implementation of the technology is not enough. In the end, the results will with proper use they make of it people. It has to manage change in the culture of the organization seeking the total customer focus by all members. In this field, the technology is completely secondary and elements such as culture, training and internal communication are key tools.
3 .- Processes: is necessary to redefine the processes to optimize customer relationships, achieving more efficient and effective processes. In the end, any technology implementation is in the business processes, making them more profitable and flexible. 4 .-
Technology: It is also important CRM solutions out there available to organizations of all sizes and sectors, although clearly the solution needed in each case is different depending on their needs and resources.
TODAY'S REFLECTION: "Before you embark on a CRM project is important to understand what business objectives are to be achieved. After this clear definition, it is time to address the technological solutions. In addition, it should be a pre-investment analysis and monitoring of the results of it. "
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