CRM

(Customer Relationship Management)

Contents:
INTRODUCTION Aspects of CRM Basic Architecture of CRM A Successful CRM Popular CRM Software Vendors Benefits of CRM

Conclusion

INTRODUCTION
Customer Relationship management is a methodology used to learn more about customer's needs and behaviors in order to develop strong relationship with customers. CRM is the process of carefully managing detailed information about individual customers and all customer "touch point" to maximize customer loyalty.

What does CRM involve ?

CRM involves the following: Organisations must become customer focused Organisations must be prepared to adapt so that it take customer needs into account and delivers them Market research must be undertaken to assess customer needs and satisfaction

ASPECTS OF CRM

There are three parts of application architecture of CRM:

 Front office business support Contact history is recorded No communication gap E.g.- call centers, BPO

Direct communication Cost reduction Service improvement E.g.- mail, internet

Analysis of customer data Design and target marketing campaigns Product and service decision making Management decisions

Basic Architechture of a CRM:

A Successful CRM
A successful CRM implementation with :
Properly trained Front Office staff Proper data and good use of it Proper workflow processes Proper integration of Front Office and Back Office Proper software to support the strategy Full support of top management

Popular CRM Software Vendors

Benefits of CRM :
Reduced costs, because the right things are being done (ie., effective and efficient operation) . Increased customer satisfaction, because they are getting exactly what they want (ie. meeting and exceeding expectations) . Maximisation of opportunities (eg. increased services, referrals, etc.). Long term profitability and sustainability.

Conclusion
Customer relationship management (CRM) is a widely implemented strategy for managing a co pa ys i teractio s with custo ers, clie ts a d sales prospects.

Any Questions?
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