The document discusses Customer Relationship Management (CRM) and its key aspects. CRM aims to build lasting customer relationships by understanding individual customer needs and preferences in order to add value for both the customer and company. There are three essential pillars to CRM: technology to obtain customer data from all channels; a data warehouse to integrate internal and external customer information; and data mining to identify customer behavior patterns. Implementing CRM provides benefits like personalized one-to-one marketing tailored to individual customer needs, preferences, and habits. It also allows for a larger customer view and optimized decisions by leveraging large amounts of customer data.
Original Description:
Original Title
4.3Management of the Relationship With the Customer
The document discusses Customer Relationship Management (CRM) and its key aspects. CRM aims to build lasting customer relationships by understanding individual customer needs and preferences in order to add value for both the customer and company. There are three essential pillars to CRM: technology to obtain customer data from all channels; a data warehouse to integrate internal and external customer information; and data mining to identify customer behavior patterns. Implementing CRM provides benefits like personalized one-to-one marketing tailored to individual customer needs, preferences, and habits. It also allows for a larger customer view and optimized decisions by leveraging large amounts of customer data.
The document discusses Customer Relationship Management (CRM) and its key aspects. CRM aims to build lasting customer relationships by understanding individual customer needs and preferences in order to add value for both the customer and company. There are three essential pillars to CRM: technology to obtain customer data from all channels; a data warehouse to integrate internal and external customer information; and data mining to identify customer behavior patterns. Implementing CRM provides benefits like personalized one-to-one marketing tailored to individual customer needs, preferences, and habits. It also allows for a larger customer view and optimized decisions by leveraging large amounts of customer data.
Was in early 2000 when a new concept soon emerged as the buzzword: CRM (Customer Relationship Management) or management of customer relationships.
Concept "Relationship marketing"
The main objective of CRM is to build lasting relationships by understanding individual needs and preferences and thus add value to the company and the customer.
Customer Loyalty = Greater Economic profit.
3 ESSENTIAL PILLARS
TECHNOLOGY
The CRM technology must be able to obtain all the information arising from the relationship with the customer regardless of the channel where there has been:
E-mail Sales force Internet Phone
Data Warehouse It is a store where all the internal and external customer information available is integrated.
The information is organized historically and is designed to facilitate the consultation process oriented to business needs.
Data Mining Gets behavior patterns between certain concepts of customer information.
Among others we anticipate demand, product portfolio analysis, a simulation of prices / discounts, a simulation or research campaigns and segment markets.
PROCESSES
The processes must also be aimed at meeting with speed, needs of customers. This means, in most cases, change, ie, change the way of doing things in order to improve service to customers.
HUMAN RESOURCES
The people of the company are, in the end, the key to any CRM strategy. It is the part that determines its success or failure and you can not underestimate.
What are the benefits of implementing CRM?
Marketing "one to one": Benefits are based primarily on the fact of customer oriented and try to have a personalized treatment.
Needs Lokes Preferences Buying habits
Cycle CMR
Tidy data. The updated database, data quality. Larger view of the customer. Last value of each customer and anticipate their future value. Hiring a yonky data. An experienced data analyst. Analyze the customer database.
Set objectives and recognize the restrictions
Automate campaigns Multi-channel activity. All means of integrated customer contact in the CRM.
Test, analyze and test again. Control and improve processes that fail.
Optimize decisions. May we be able to make decisions for a huge amount of customer data.
Calculate the return constantly. Like assign resources to the project must know the return on investment we get.
'Operationalize' the above. Process reengineering, technology investment and hiring specialists.