Development and implementation of CRM systems
Customer Relationship Management System (CRM-system)
A modern enterprise can become (or will become so in the foreseeable future) absolutely uncompetitive without creating a single information space and automated control systems for functioning processes built on its basis.
CRM is a model of interaction based on the theory that the client is the center of the entire business philosophy, and the main directions of the company’s activities are measures to ensure effective marketing, sales and customer service.
The composition of the CRM system:
CRM system may include:
- front part providing customer service at points of sale with autonomous, distributed or centralized information processing
- operational part providing authorization of operations and operational reporting data warehouse analytical subsystem
- analytical subsystem
- distributed sales support system: data replicas at points of sale or smart cards
Basic principles
- The presence of a single repository of information, which collects information about interaction with customers - the customer base.
- The use of many channels of interaction: service at points of sale, phone calls, e-mail, events, meetings, registration forms on websites, advertising links, chats, social networks.
- Automation of business processes and operations that implement a unique customer-oriented approach to doing business in a company..
- Analysis of the collected customer information and preparation of data for making appropriate organizational decisions - for example, segmenting customers based on their importance to the company, potential response to certain promotions, forecasting the need for certain products of the company.
This approach implies that when interacting with a client, the company employee has access to all the necessary information about the relationship with this client and a decision is made based on this information (the decision information, in turn, is also saved).
CRM Implementation Goals
The main goal of implementation, as a rule, is to increase the degree of customer satisfaction by analyzing the accumulated information about customer behavior, regulating the tariff policy, and setting up marketing tools. Thanks to the use of automated centralized data processing, it becomes possible to efficiently and with minimal involvement of employees take into account the individual needs of customers, and due to the speed of processing, early identification of risks and potential opportunities.
In the trading sector, due to CRM, a more effective application of the cross-selling method and the upsale technique is provided.
Classifications of CRM systems
Intended classification
- Sales Management (SFA - Sales Force Automation)
- Marketing management
- Management of customer service and call centers (systems for processing subscriber calls, fixing and further work with customer calls)
Intended classification
- Operational CRM - registration and operational access to primary information on events, companies, projects, contacts.
- Analytical CRM - reporting and analysis of information in various sections (sales funnel, analysis of the results of marketing activities, analysis of sales performance by products, segments of customers, regions and other possible options).
- Collaborative CRM (Eng. Collaboration - collaboration; joint, concerted actions) - the level of organization of close interaction with end consumers, customers, up to the influence of the client on the internal processes of the company (surveys, to change the quality of the product or the order of service, web pages for customer tracking order status, SMS notification of events related to the order or personal account, the ability for the client to independently choose and order products and services in real time, as well as others interactive features).
