The term Customer Relationship Management or Marketing (CRM) indicates the methodology helping to identify and attract consumers through the process of developing interpersonal relationships (business - customer).
It is about a methodology that places the customer at the core of the business process. The aim of CRM is this customer-centric character of the diachronic sale and customer service, being loyal to products and services through a specific management system.
The aggregation of the specific and often diverse needs of customers is placed on the priorities of this methodology Furthermore, putting a series of actions in enterprises point of view is a priority, with the ultimate purpose the service of the general public. Dominant element of CRM is the change that brings in business way of thinking and structure, through the facilities and of course the prospects of profit.
The advantages of CRM
Detection of major clients
Increasing of the amounts been available for consumer spending
Targeting of commercial communication
Creating loyal buyers
H great promise of CRM is the ability to respond to individual customer needs with a regularized methodology.New technology and the development of computer software allows the programming and activating of contacts with customers, based on actual purchasing behavior and habits, which we know to a great depth.
The application consists of four main parts (which usually represent parts of the business, although sometimes they overlapping):
Management and automation of sales (Sales Force Automation)
Support and customer service (After sales support / Helpdesk)
The automation of marketing procedures (Marketing Automation)
The inventory management (Inventory Management)
The management and automation of sales includes the following subsections:
Managment Recommentations (Lead Management).It is about individuals that may directly or indirectly lead us into a selling opportunity. Link of the recommendations of products and translate them into contact with only one click.
Sales opportunity Management. Manage the entire sales cycle, from recording the opportunity to ordering and completion of the sale.
Account Management. Complete Recording of companies with which we transact business and the history of these transactions. Given the opportunity for analysis that promote cross selling and up selling. Exportation data to spreadsheets for further analysis of customer behavior.
Contact Management. Hierarchy of contacts in the company for better coordination in transactions with them. Link of the contacts with the opportunities, activities and other details.
Activity Management Full recording of all activities of salespeople. Save the emails exchanged with clients and scheduling calendar appointments, telephone etc.
Reports and Dashboards.Analytical CRM useful in planning of the further course. Analyses according to the sales stage
Product Customization. Full customization of its product base with defined fields that address the particular needs of the company.
The customer service department after the sale, having only one very important role in customer retention in positive terms about the company covered by the application of:
Ticket Management.Complete monitoring of requests per client, connecting them with products, contacts and other subsystems for improved supervision. The solutions to the demands can be given through the portal of the customer process optimization. Full customization and personalization.
Knowledge Data Base. The knowledge generated within a company, is one of the major funds and are vital for the success of it. The application offers the possibility of full exploitation of knowledge generated through its connection with the claims, products, etc., as to be easily accessible on demand.
Customer Service Portal. Enables our customers to register their own requests for the customer service department after first search for possible solutions at Knowledgebase. Reduces response time to request and find a solution, while gives the ability to track their request. It thus contributes to customer satisfaction on the level of services.
Marketing automation The application offers at this stage of development some functions that support communication via mass email, management of recommendations and products, helping with this way the marketing department to organize campaigns to promote the company's products.
Inventory Management The implementation of CRM is extended beyond traditional CRM systems offering a complete sales cycle management by combining management functions of stocks, such as products, price lists, supplier deals, orders, sales orders as standard CRM functions such as recommendations, customers and opportunities. This enables the user to combine the implementation activities pre-sales and post-sales into an application.
The principal subdivisions of the application related to inventory management are: