CRM Systems - customer relations management
CRM systems, also known as customer relations management, come to support organizations in implementing the crm perception which is an organizational management strategy perception which brings to an optimization of customer satisfaction and therefore to and increasement of the organization profits.
CRM perception is divided into two:
Relationship with the customer - a professional dialog of quality service with maximum speed and efficiency but minimum friction points, identifying the unique needs of each customer.
knowledge and customer information management - managing the organizational knowledge based on uniting the different databases from the different divisions of the organization and creating a mass database for a detailed comprehensive updated information about the customer.
one of the main advantages the this perception is the comprehensive connectivity between people, systems and information in order to build a single data storage, one interface, clear business processes and rules. This perception gurantees a significant improvement of lead times, avoidance of redundant data, easy and simple access to information, customer preservation and profits increasement.
The process is accompanied by a complete documentation of all the information about the client in all the friction points between him and the organization, and therefore creating a uniqe services and products basket for his specific needs.
CRM as a software is divided into 2 main modules:
Operational CRM - an automatic information system which supports al the steps in the life cycle of the customer in the organization. The system will support the organization employees with their work process, data collection and will build a complete customer profile while documenting the contacts with the customer and gathering them. For example: a customer who had just bought equipment in our business and all the purchase data is stored in the system.
Analytical CRM - a system which includes tools for querying and analyzing the integrative information that exists in the system in a single client level or in a group of customers level. For example if a certain customer buys in our business some equipment in every month at a total of 1,000$ and in the last 4 months the total of his purchases droped down to 500$ then the system would track him down as a "deserting" customer and we can take preliminary actions in order to avoid this desertion and make him return and buy his equipment at our business. We may do that by sending cupons etc.