Customer Relationship Management What is CRM?Customer Relationship Management is an information industry term for methodologies, software, and, usually, Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail. Therefore, management, salespeople, people providing services, and perhaps the customers could directly access information, match customer needs with product plans and offerings, remind customers of service requirements, and know what other products a customer had purchased. According to one industry view, CRM consists of:39874
Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.
Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices).
Allowing the formation of inpidualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.
Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.
Brief history of CRM
With the advent of e-commerce comes the e-customer. According to Vantive, a customer relationship management solutions provider, the e-customer expects constant access to a company; through e- mails, call centers, faxes and websites. They demand immediate response and a personalized touch. Meeting their needs places new demands on the enterprise. Since traditional enterprise resource planning applications did not include a customer management aspect, CRM was the logical next step. Vantive, for example, has been developing and implementing customer-facing applications since 1992.
Two trends have brought CRM to the forefront, explains Boston University professor Tom Davenport, who directs Andersen Consulting’s Institute for Strategic Change. First, as global competition has increased and products have become harder to differentiate, “companies have begun moving from a product-centric view of the world to a customer-centric one,” says Davenport.
Second, technology has ripened to the point where it is possible to put customer information from all over the enterprise into a single system. “Until recently, we didn’t have the ability to manage the complex information about customers, because information was stored in 20 different systems,” says Davenport. But as network and Internet technology has matured, CRM software has found its place in the world.
Why is it necessary?
Many companies are turning to customer-relationship management systems to better understand customer wants and needs. CRM applications, often used in combination with data warehousing, E-commerce applications, and call centers, allow companies to gather and access information about customers’ buying histories, preferences, complaints, and other data so they can better anticipate what customers will want. The goal is to instill greater customer loyalty.
Other benefits include:
• Provide faster response to customer inquiries.
• Increasing efficiency through automation.
• Having a deeper knowledge of customers.
• Getting more marketing or cross-selling opportunities.
• Identifying the most profitable customers.
• Receiving customer feedback that leads to new and improved products or services.
- 上一篇:学生信息管理系统英文文献和中文翻译
- 下一篇:应用程序组件英文文献和中文翻译
-
-
-
-
-
-
-
十二层带中心支撑钢结构...
河岸冲刷和泥沙淤积的监测国内外研究现状
杂拟谷盗体内共生菌沃尔...
当代大学生慈善意识研究+文献综述
乳业同业并购式全产业链...
中考体育项目与体育教学合理结合的研究
java+mysql车辆管理系统的设计+源代码
酸性水汽提装置总汽提塔设计+CAD图纸
电站锅炉暖风器设计任务书
大众媒体对公共政策制定的影响