Customer relationship management (CRM) recognizes that customers are the core of a business and that the success of a company depends to handle so effective relationships with them. CRM focuses on building long-term and sustainable relationships with customers that add value for the customer and the company.
CRM is a business strategy to select and manage customers to optimize long-term value. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales and service processes.
distinguish between three main types of CRM activities :, analytical, and collaborative.
1. Operational CRM
Operational CRM is linked to the typical business functions involving customer service, order management, invoicing / billing, and sales / marketing automation and management.
2. Analytical CRM
Analytical CRM involves activities that capture, store, extract, process, interpret and communicate customer data to a user, which then analyzes them as needed.
3. Collaborative CRM
Collaborative CRM deals with all the necessary communication, coordination and collaboration between suppliers and customers.
Other classifications of CRM are designed by the types of programs or services or products they offer.
The assessment of CRM
In general, the CRM is an approach recognizes that customers are the heart of the business and that the company's success depends on effectively managing relationships with them. It overlaps in some way with the concept of relationship marketing, but not anything that could be called relationship marketing is indeed CRM. customer relationship marketing is even broader, in that it comprises a one-to-one customer and seller. To be a true one-to-one marketing, a company must be able and willing to change their behavior towards a specific customer, based on what he knows of that client. Thus, the CRM is basically a simple idea: treating different customers differently. It is based on the fact that no two customers are exactly the same.
Therefore, CRM involves much more than sales and marketing because a company must be able to change how its products are configured or its service is supplied, according to the needs of individual customers. Smart companies have always encouraged the active participation of customers in the development of products, services and solutions. For most, however, it is oriented to the customer has traditionally understood to be geared to the needs of typical customer marketing the average customer. In order to build long-lasting one-to-one, a company must constantly interact with customers individually. One reason so many companies are beginning to focus on CRM is that this type of marketing can create high customer loyalty and, as part of the process, to help the company's profitability.
-CRM (e-CRM)
CRM has been practiced manually by corporations for generations. However, since the mid-190s CRM it was improved by various types of information technology. CRM technology is an evolutionary response to environmental changes, making use of new computer equipment and tools. The term was coined in 190 CRM-half, when customers have started using Web browser, the Internet and other electronic contact points (e-mail, POS terminals, call centers, and direct sales). The use of these technologies has made customer service, as well as service partners, much more effective and efficient than it was before the Internet.
Through Internet technologies, data generated on customers can be easily inserted in marketing, sales, and customer service applications and analysis. eCRM also includes the online process applications such as segmentation and personalization. The success or failure of these efforts can be measured and modified in real time, further raising customer expectations. In a world connected by the Internet, eCRM has become a requirement for survival, not only a competitive advantage. eCRM covers a wide range of topics, tools and methods, ranking the successful design of digital products and services at affordable prices and loyalty programs.
This are three levels of eCRM:
1. Established Services comprise the minimum necessary services such as the reactivity internet (for such as how quickly and accurately the service is provided), site effectiveness, and order fulfillment.
2. client-centered services include order tracking, configuration and customization, and security / trust. These are the services that matter most to customers.
3. Value added services are additional services such as dynamic brokerage, online auctions, and online training and education.
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