Name : Triandika Rahman
Class : 4EA09
NPM :
17212470
English Business 2
What
is CRM?
CRM (customer relationship management) includes all aspects of interactions that
a company has with its customers, whether it is sales or service-related. While
the phrase customer relationship
management is most
commonly used to describe a business-customer relationship (B2C), CRM is also
used to manage business to business (B2B) relationships. Information tracked in
a CRM system includes contacts, clients, contract wins and sales leads and
more.
How CRM Solutions are Used Today
CRM
solutions give organizations business data to help provide services or products
that your customers want, offer better customer service, help sales teams to
cross-sell and up-sell more effectively, close deals, retain current customers
and to better understand exactly who your customers are. Organizations
frequently look for ways to personalize online experiences (a process also
referred to as mass customization) through tools such as help-desk software, email organizers and
different types ofenterprise applications.
Is CRM Software Difficult to Use?
CRM
software has typically been considered difficult to use. As an enterprise application,
stability, scalability and security has been the primary focal points of CRM
solutions. Usability, according to this article, was not a key part of CRM which often resulted in
failed software projects, largely attributed to undue complexity.
With
increased adoption of CRM applications, however, today's CRM software vendors
make usability a central part of their products. To improve usability many
vendors today focus on usability issues to make CRM workflow as simple and
intuitive as possible, to offer navigation that can be performed in three
clicks or less and to ensure CRM software is designed to suit the needs of
sales teams.
The Customer Relationship Management Strategy
Customer
relationship management is often thought of as a business strategy that enables
businesses to improve in a number of areas. The CRM strategy allows you to to
following:
·
Understand
the customer
·
Retain
customers through better customer experience
·
Attract
new customers
·
Win
new clients and contracts
·
Increase
profitably
·
Decrease
customer management costs
Technology Impacts CRM Strategies
Technology
and the Internet have changed the way companies approach customer relationship
strategies. Advances in technology have changed consumer buying behavior, and
today there are many ways for companies to communicate with customers and to
collect data about them. With each new advance in technology — especially the
proliferation of self-service channels like the Web and smartphones — customer
relationships are being managed electronically.
Many
aspects of customer relationship management rely heavily on technology;
however, the strategies and processes of a good CRM system will collect, manage
and link information about the customer with the goal of letting you market and
sell services effectively.
The Business Benefits of CRM
The
biggest benefit most businesses realize when moving to a CRM system comes
directly from having all your business data stored and accessed from a single
location. Before CRM systems, customer data was spread out over office
productivity suite documents, email systems, mobile phone data and even paper
note cards and Rolodex entries. Storing all the data from all departments
(e.g., sales, marketing, customer service and HR) in a central location gives
management and employees immediate access to the most recent data when they
need it. Departments can collaborate with ease, and CRM systems help
organization to develop efficient automated processes to improve business
processes.
Other
benefits include a 360-degree view of all customer information, knowledge of
what customers and the general market want, and integration with your existing
applications to consolidate all business information.
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