The information science offers companies powerful tools to launch their operations. Among them are the CRM for its acronym is defined as Customers Relationship Management and is a methodology in the field of marketing that facilitates the operations of an organization.
The CRM works as a complement to relational Marketing. So it is necessary to better understand this concept is and how CRM is used in marketing. Thanks to the growth of large corporations and development of the economy has grown large companies. However, this growth leads to a common problem: globalization and open markets more competition between them has become very strong and tough. Almost all markets have undergone dramatic changes and mergers, bankruptcies and acquisitions by others. The atmosphere becomes more unstable and the only option is that your customers loyal to their services and products are maintained.
The C.R.M and tools for managing customer relationships
Companies have made a restructuring to focus on satisfying customer needs and expectations of consumers. The strategy would be lost if the manager does not implement it simultaneously set the project to enable it to carry out the management of the relationship with customers. All in order to achieve customer loyalty scheme.
The initial marketing is the foundation on which a number of concepts derived as built: Relationship Marketing, Database Marketing, Integrated Direct Marketing, CRM and finally, E-eaten.
Marketing One 0A�One
This concept originates from the relationship between companies and their clients. It is based on knowledge of consumer habits, buying habits and communication habits of consumers. So it is to them that loyalty is sought, which we repurchase shares and return; until they become a permanent source of information. This information relates to all events that affect the business relationship and the same management company.
Bearing this in mind resort to all possible communication mechanisms to establish interactive relationships examining the suggestions and recommendations from customers. Always seeks in this case, to achieve the quality standards according to the expectations of marketing.
The main purpose of marketing strategies is always tied to establish lasting relationships and long-term customer. This creates incentives beyond the promotional activities, and is from the generation of stimuli located in personal and family environment; creating close ties with the organization.
This type of marketing seeks to create, strengthen and maintain relationships short, medium and long term business with buyers. The purpose is potencializarlos in achieving a greater number and quality of transactions possible. It comes to marketing tools, communications and public relations.
Thanks to the strategies and programs that recognize bonifican the best customers with the best performance are defined. Usually it comes to customers with purchase volume, purchase frequency, amount of investment, commercial morality and seniority in the relationship. This becomes very valuable to the organization and who typically generate higher volumes of income.
Relationship Marketing Plan
You need to establish a plan as any procedure. So they must follow a series of steps that contribute to its success:
- Diagnostic evaluation
- Consolidation database
- Micro segmentation database
- Market research
- Determining plan objectives
- Accuracy plan format
- Internal distribution and internal customer rating
- External exposure
- Implementation and implementation of the plan
- Measurement and adjustment plan
C.R.M. Customer Relationship Management
CRM is a technology response to the growing need for companies to strengthen customer relationships. The tools are used CRM technology for developing the theory of relationship marketing solutions. This marketing is defined as the business strategy focused on anticipating, meeting and meet the needs and desires of customers.
When a company goes through the remodeling model must be adapted to the needs of customers. As it can detect the need to rethink traditional concepts of marketing and use of relationship marketing concepts.
The goals of relationship marketing and CRM solutions are:
a�? Increase sales both increased sales to existing customers and sales crusades
a�? Maximize customer information
a�? Identify new business opportunities
a�? Improved customer service
a�? optimized and customized processes
a�? Improvement offerings and cost reduction
a�? Identify potential customers generate more profit for the company
a�? customer loyalty, increasing customer retention rates
a�? Increase share of customer spending
CRM along with Marketing strategies
However, although the technology is the tool for the development of philosophy, it is not wise to leave it in the hands of a CRM project. To succeed in these projects must take into account the Strategy, People, Process and Technology.
- Strategy: Implementing CRM should be aligned with corporate strategy. The correct process is that CRM is the answer to the requirements of the strategy in terms of relationships with customers and not to be implanted by force.
- People: The results will come with the correct use they make of her people. It has to manage change in the culture of the organization seeking total customer approach by all its members.
- Processes: redefining processes is necessary to optimize customer relationships, achieving more efficient and effective processes. At the end the implementation of technology results in business processes, making them more cost effective and flexible.
- Technology: There are CRM solutions available to organizations of all sizes and sectors although clearly the necessary solution in each case will be different depending on their needs and resources.
However, before going into a CRM project it must have clear business goals are to be achieved. Then it is time to address the technological solutions. And then there should be a preliminary analysis of the investment and track the results.
The C.R.M. is based on applications that systematize the processes associated with managing customer information, relying on computer planning tools, support systems in decision making, management and sales force management database, among other .
In conclusion we can say that the central element that differentiates other CRM strategies related to its support technological and computer solutions origin. It also involves the entire organization, automating all those processes that can be programmed and regularized with this criterion. Always following the guidelines set by corporate policy. Also ensuring compliance with the economic objectives of corporate nature.