CRM For Beginners – Customer Relationship Management
Basics
Author: Matt Hogansworth
In order to maintain a successful business, the business must
understand and maintain a positive relationship with its
customers. Customer Relationship Management (CRM) is the
process of bringing the customer and the company closer
together. There are many different areas in which Customer
Relationship Management can be implemented. The goal of CRM is
to help a company maintain current customers, as well as gain
new customers.
Targeted Marketing
Targeted marketing is accomplished through collecting
information about the customer. This information can be buying
habits or simply demographics. The idea behind this is that a
business analyzes what a customer buys and then markets
specific products to that customer based on his or her buying
habits. Businesses track buying habits using discount cards,
and special store credit cards. Targeted marketing can also be
implemented on the Internet. Amazon.com has product
recommendations based on buying habits, and product ratings.
Customers can also be sent e-mails that market targeted
products. Marketing the right products to the right customers
can significantly increase a business' sales with minimal
associated costs.
Call Centers and Customer Service
Have you ever called a business to complain or ordered a
product and encountered an automated call response (I.E.
“please press 1 for questions, 2 for comments” etc.)? That’s
CRM. Call centers that take calls and monitor customer/business
interactions are often running on hosted CRM programs. CRM
managers want to make call centers as efficient and
customer-friendly as possible. A customer who can easily
navigate through an automated system is more likely to do
business with the same company in the future. In the case of a
complaint, a customer whose problems are responded to
immediately is more likely to forgive and forget a company’s
transgressions. Customer service is the backbone of all CRM
processes and strategies.
CRM Vendors
Not surprisingly, in order to successfully collect data, manage
call centers, analyze data, and make changes, businesses need
CRM software. There are many CRM vendors in the world. The most
widely-recognized vendors are Siebel, Salesforce.com, and
Microsoft. Each of these vendors has contributed to CRM in its
own way.
CRM Applications
There are many different types of CRM applications. Some CRM
applications are Web-based so they can be accessed via a
browser. Other CRM applications have programs built in for
integrating data entries and data management across several
applications. CRM vendors also have specific strategies that
are unique to every client. The goal of a CRM vendor is to not
only upgrade a company with the latest CRM technology, but also
to design the companies infrastructure in such a way that the
customer/company relationship can flourish.
Conclusion
Knowing the customer is the key to a successful business.
Customer Relationship Management is the process through which a
business analyzes their customers and makes changes accordingly.
CRM vendors provide applications and advice on the best CRM
methods. Most observers believe that CRM practices will
continue to flourish as new CRM strategies and technologies are
developed. For any business, a successful CRM approach is a
must-have.
About The Author: Matt Hogansworth enjoys writing about CRM
topics and CRM software vendors such as Salesforce
http://www.salesforce.com
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