CRM (Customer
Relation Management) : Business Focus
Managing
customer relationships involves two interrelated objectives; First, give the
organization and all its employees are dealing with customers, a complete view
of each customer in each case and in cross all channels, and second, the
customer give a complete view of enterprise - channel and other channels.
This
is the cause of the company turned to customer relationship management to help
them become customer-focused business. CRM uses information technology to
create a cross-functional enterprise system that integrates and automates many
processes on customer service in sales, offers, and customer services that
interact with enterprise customers. The CRM system also creates a framework for
the IT software database seta run via the Web, which integrate these processes
with other business operations, and support the cooperation between the company
and its customers.
CRM
system includes a group of models which provide a variety of tools, which helps
companies and their employees provide a service that is fast, reliable, and
consistent to its customers. Siebel Systems, Oracle, PeopleSoft, SAP AG, and
Epiphany are some of the major application components of a CRM system.
Contact and
Account Management.
CRM
software helps the practitioner sales, marketing , and services to capture and
track relevant data about each contact that has passed or planned with the customer
ayau prospective customers, as well as cycle and other business activities of
the customer. Information captured from all points of contact, such as
telephone, fax, email, company web sites, retail stores, stall and personal
contacts. All CRM storing the data in a common database for customers who
mengintegrasikansemua customer account information and make it available
throughout the enterprise via the internet, intranet or other network
connection for application sales, marketing, service, and other CRM
applications.
Sales.
CRM
system gives the sales staff of software tools and enterprise data sources they
need to support and manage their sales activities, and optimize cross selling and
increasing bids for the sale. Examples include the outlook for sales and
product information, product configuration, and the ability of making a list of
the sales price. CRM also gives them real-time access to a common view upon
customers, to allow them to examine all aspects of the status of the customer's
account status to sale them. For example, the CRM system will alert a bank's
sales staff to call customers who make great storage, in order to sell a major
credit or investment services. Alternatively, the system will warn a
salesperson for services that have not been fulfilled, delivery or payment
issues, which can be addressed through a personal relationship with the
customer .
Marketing and
Order Fulfillment.
CRM
systems help marketing practitioners completed direct marketing campaigns by
automating tasks such as marketing qualifying on target, and scheduling and tracking
direct marketing mailings. Then, the CRM software will help practitioners
pemasran to capture and manage customer response data and prospective customers
in the CRM database, and analyze customer value and business value of the company's
direct marketing campaigns. CRM also helps in meeting customers and prospective
customers respond quickly to schedule a sales contact and provide appropriate
information for products and services for them, while while capturing relevant
information for the CRM database.
Services and
Support for Customers.
Sestem
CRM gives sales staff the tools of software and real-time access to a common
database of customers that can be shared with the sales and marketing
practitioners CRM helps customer service
managers create, assign, and manage a wide range of customer requests for
service. Call Center Software sends all calls to the customer support staff
based on their expertise and authority to handle requests for certain services
. Help Desk Software helps the customer service staff to assist customers who
have a problem with a product or service, to provide the data services and
relevant suggestions to resolve the issue. Web-based self-service allows
customers to easily access personal information on supporting the company's Web
site, while still giving them the option to receive further assistance in oline
or by phone of the customer service personnel.
Retention and
Loyalty programs.
- The
cost six times more likely to sell to a new customer than to existing
customers.
- Dissatisfied
customers usually will tell eight to ten other people, experiences.
- The
company can increase profits by 85 percent by increasing customer retention
year, only 5 percent .
- Uncertainty
to sell products to new customers is 15 per cent, while the uncertainty for
selling products to existing customers is 50 per cent.
- Seventy
percent of customers who complain will do business with that company again if
it quickly treat the disorder services.
The
potential business benefits of customer relationship management very much. For
example, the CRM allows a company to identify and focus on their best customers, those who are the most profitable for the company , so that they can be
retained as lifelong customers for greater service and profitable. Customer
relationship management customization and personalization enables real-time ata
range of products and services based on their wants, needs, and buying habits
of the customer life cycle. CRM can also browse the time when customers call
the company, where any connection point. The CRM system also allows the
company to provide a consistent experience and superior service and support to
customers, at all points of contact are chosen by the customer. All of these
benefits will provide strategic business value for the company and great
customer value for its customers.
