Business

Best Options for the Essential CRM Maintenance Now

CRM (Customer Relationship Management) is not a software product and not a technology. This is not a collection of products. CRM is a concept and business strategy aimed at building a sustainable business, the core of which is a “customer-oriented” approach.

The Strategy

This strategy is based on the use of advanced management and information technologies, with which the company collects information about its customers at all stages of its life cycle (attraction, retention, loyalty), extracts knowledge from it and uses this knowledge in the interests of its business by building mutually beneficial relationships with them.

  • The result of applying the strategy is to increase the competitiveness of the company and increase profits, as well-built relationships based on a personal approach to each client, allow you to attract new customers and help keep old ones.
  • ERP systems appeared when the product and business processes ensuring its production were put in the first place, that is, accounting, control and distribution were considered basic. It was the era of back office automation.

CRM systems have become necessary in a highly competitive market, where the customer is in focus. The main task of CRM systems is to increase the efficiency of business processes concentrated in the “front office” aimed at attracting and retaining customers in marketing, sales, service and maintenance, regardless of the channel through which the contact with the client occurs. You can look for more information here.

The Right Technology

At the level of technology, CRM is a set of applications connected by a single business logic and integrated into the corporate information environment of a company (often in the form of an add-on over ERP) based on a single database. Special software allows you to automate relevant business processes in marketing, sales and service. As a result, the company can contact the “right” customer at the “right” point in time, with the most effective offer and the most convenient channel for interaction.

  • In practice, the integrated CRM system provides coordination of actions of various departments, providing them with a common platform for interaction with customers. From this point of view, the purpose of CRM is to correct the situation when the marketing, sales and service departments operate independently of each other, and their vision of the customer often does not coincide, and the actions are not consistent.

From the point of view of business management, the effect of the implementation of CRM is manifested in the fact that the decision-making process due to automation is transferred to a lower level and unified. Due to this, the speed of reaction to requests increases, the rate of turnover of funds increases and costs are reduced.

Finally, CRM includes itself an ideology and technologies for creating a history of relations between a client and a company, which allows you to more clearly plan your business and increase its sustainability.