To build trust is to optimize your business and CRM (Customer Relationship Manager) program boosts your productivity by leveraging every interaction with your customers and building trust in them. But how this is achieved through a simple program? Let’s see more about what a CRM as used for these purposes.
CRM (Customer Relationship Management), in its literal translation it is understood as the management of the relationship with consumers, but it is as generic as any phrase in English translated into Spanish. But for better understanding basically it refers to a business strategy focused on the customer.
According to the journal Economics and Management at the University of Chile when we talk about CRM we face the following statement: “With CRM we are dealing with a business model whose strategy is aimed at achieving identify and manage relationships in those most valuable accounts for a company, work differently in each power so as to improve the effectiveness of customers “. In short be more effective when interacting with customers.
Under this concept, it would be good to deepen, as these three words include much more. The CRM consists of 10 components:
- Functionality of sales and administration
- Time Management
- Service and customer support
- Information management for executives
- The integration of ERP (Enterprise Resource Planning)
- The excellent data synchronization
- The e-Commerce
- The service in the field of sales.
However the word loyalty practically summarizes its significance as CRM is dedicated to acquiring and maintaining customer loyalty, specifically those most valuable accounts.
Benefits and requirements of CRM systems solutions
CRM benefits are realized not only in retention and customer loyalty, but also to have a more effective marketing, create intelligent cross-selling opportunities and open the possibility for a rapid introduction of new products or brands. In short, what they want companies to reduce the cost of getting new customers and increase loyalty already approached. The latter come to form one of the most valuable assets of the company.
But, through what channels?, What are the most viable to communicate with our customers? Direct mail is the most widely used traditional means for communication between the company and its customers. The Call Center (or call centers) are one of the means that have grown over the past 10 years and its effectiveness has been reflected in the satisfaction of each of its customers.
In the process of implementing a CRM system it should not be involved only the technological part, but the whole company must live the adventure of the adoption of CRM. How to do it? Through the following factors of success, which we should not only pay attention, but also devote time and effort:
- Determine the functions you want to automate
- Automate only what needs to be automated
- Get the support and commitment of the highest levels of the company
- use technology wisely
- Involve users in system construction
- Make a prototype system
- Empowers users
- Motiva staff who will use
- Manages the system from within
- Keep an administrative committee for questions or suggestions system
With the implementation of the CRM system, the company must be able to anticipate the customer’s wishes. The system should be a means of obtaining information without reaching the level of customer harassment. The response speed must be high, since the user will not wait forever, and offers several options to enable it to establish contact with the company. A “one stop call” and 24-hour would be ideal for the user.
Finally the true meaning of CRM for the company is to increase sales, increase profits, increase margins, increase customer satisfaction and reduce costs of sales and marketing.
What is the future of this popular market trend?
If CRM (Customer Relationship Management) means the area of software companies that promises to implement solutions that solve many problems, increase profits and reduce costs almost magically, to CRM awaits a short life.
Conversely, if CRM is considered from a broader point of view, as a tool to listen to customers, learn to understand and adapt products and services to its particulares- needs, then the application will become increasingly valuable, survive long term.
While the concept that gave life to CRM is as old as businesses themselves, in the last fifty years, as companies began to become global corporations and provide services to millions of customers, its importance was relegated to the background, which he brought up the customer service return impersonal, anonymous and that its quality was standardized.
The ability of each company to re-implement the foundations on which CRM is based -try customers properly, recognize their individuality and satisfy their needs particulares- depends not only the future of this tool, but also the the same company that increasingly need to provide excellent customer service to be able to compete in the market.
How to take advantage of electronic communication?
Web, email and other electronic channels (such as call centers) put information previously difficult to obtain, to reach the customer, which caused it to be better informed and, therefore, has become more critical and powerful. The aforementioned roads also made could more easy to contact companies, which now need to respond efficiently to this demand attention.
To meet the needs of its customers effectively, companies use CRM to collect and analyze information about them, and then distinguish their preferences. They then used the resulting product for the benefit of both sides, which will lead them to establish unique relationships with them.
This process not only requires the implementation of new technology, but mainly a change in the way they relate to the customer: you need to talk less and listen more, and modify processes, for example, testing offers marketing and defining them according to customer needs.
CRM gives the company a valuable opportunity to know the customer and thus, learn to serve. It should not be wasted.