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Are you aware of the CRM impact in your small business?
Lately we have been immersed in a sea of acronyms and initials as ERP, MRP, B2B or B2C, almost all associated with technological developments applied to business. One of the most talked about is CRM and though I’m sure almost all know that means Customer Relationship Management, well I’m sure many associate it with an administrative software package, which is a justified error in the information we receive daily.
So to get rid of doubts, consider what is and is not CRM. First, the concept of CRM itself is not directly related to technology. CRM is a corporate philosophy which seeks to understand and anticipate the needs of existing clients and also the potential that currently rests on technological solutions that facilitate their implementation, development and utilization. In short, this is a business strategy focused on the customer and their needs.
CRM is a strategy of customer-centric business is not software
It is true that CRM is a trend that resulted from the companies of the “new economy”, David Sims1, in his article “What is CRM?” Liz citing Shahnama says: “CRM is a term that is not really new. What is new is all the technology that allows what was previously done in the stores. The owner had few customers and enough memory to know what liked each customer. What makes the technology is allowing us to return to that type of model. ”
CRM is not new; new technologies have allowed their empowerment
The proper implementation of the CRM model must be an elaborate process in which integrates the entire corporation involving changes in their strategies, functions and processes. Only when you have made these changes and the firm is focused on the customer will be useful to employ a technology solution to support the new concept. CRM software will not improve anything by itself.
Why does a CRM strategy as important in a company?
Because the competition can not be overlooked that the protagonist of the film, the customer. Effective implementation of CRM can improve customer relationships, better understand and reduce the costs in the pursuit of new prospects and increase the loyalty of existing ones, which in both cases, means more sales and more profitability for the business. In addition, benefits are also obtained better results related to the launch of new products or brands and in developing more effective marketing.
Some key factors to cover in a CRM implementation
Share information with suppliers: this way we are ensuring that the product from its raw material has the characteristics desired by the customer. Determination of the marketing campaigns: You must identify what forms of marketing to effectively reach our customers and which ones can attract new ones. The question is whether you can do direct mail campaigns, email marketing, direct contact at points of sale, etc. Fast and effective management of service requests and orders: through the customization of call centers or automated sales force taking advantage of the Internet
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