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The authentic meaning of CRM for small business (Part 1)
CRM (Customer Relationship Management) is understood as the Management on the relationship with consumers, but it’s as generic as any phrase in English translated into Spanish. But for a better understanding it basically refers to a strategy of customer-centric business.
According to Don Alfredo De Goyeneche, in its publication in the journal Economics and Management, University of Chile, which refers to “CRM’ at a business model whose strategy is aimed at achieving identify and manage those relationships in more accounts valuable to a company, working differently in each of them in a way that can improve the effectiveness of customers. In short be more effective when interacting with customers.
Under this concept, it would be good depth, as these three words include much more. The CRM for small business as defined by Barton Goldenberg consists of 10 components:
* Functionality of sales and administration
* Telemarketing
* Time management
* The customer service and support
* Marketing
* The information management for executives
* The integration of ERP (Enterprise Resource Planning)
* The excellent data synchronization
* The e-Commerce
* Service in the sales field.
However, the word loyalty virtually summarizes its meaning, since CRM is dedicated to acquiring and maintaining customer loyalty, specifically those accounts more valuable. “You will get more than your customer’s wallet, when you take the time to be on the lookout for them” so conceptualized Janice Anderson, vice president of CRM Solutions from Lucent Technologies. CRM benefits are realized not only in the retention and customer loyalty, but also have a more effective marketing, create intelligent cross-selling opportunities and open the possibility of a rapid introduction of new products or brands.
In short, they want the companies to reduce the cost of obtaining new customers and increase loyalty of those already approached. The latter come to form one of the most valuable assets of the company. What is the most effective way to communicate with our customers? Direct mail is the most widely used traditional means to establish communication between the company and its customers. The Call Center (or call centers) is one of the means that have grown over the past 10 years, their effectiveness has been reflected in the satisfaction of each of its customers.
Other ways to attract customers and communicate with them are the e-mail and Internet, which will be discussed later in chapter four. In the process of implementing a CRM system must be involved not only the technology side, but the whole company must live the adventure of the adoption of CRM. How? Barton Goldenberg damage with 14 of experience in this area was summarized in 10 success factors:
* Determine the functions that you want to automate
* Automate only what needs to be automated
* Get the support and commitment from the highest echelons of the company
* Use technology wisely
* Involve users in designing the system
* Make a prototype system
* Enables users to
* Motivate staff to use it
* Manage the system from within
* Keep an administrative committee of the system for questions or suggestions
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