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Branch Specific Customer Management - Uniform customer view
- Full use of integration possibilities
- Sophisticated action management
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Customer Relationship Management (CRM)
 The increased competition among products and services offered for similar demands is a general market trend in these days. Companies are aiming for learning more about the special demands of their customers and satisfying those demands, as well as striving to provide personalized products and services for them. These products and services cannot really be advertised by using traditional marketing tools, mass marketing is replaced by targeted direct marketing solutions. A firm background (i.e. proper customer records) is needed for direct communication solutions. Due to the large quantity of customers and products, careful process planning and proper IT infrastructure is needed to satisfy these demands at companies servicing a large number of customers.
Establishing and operating an effective CRM system becomes an important issue. Such a system provides detailed and comprehensive customer profiles, and contains all the past sales and marketing activities aimed at the customers. All administrators contacting the customer can access the data in a single central location, and they are instantly accessible and usable in their activities.
All information related to the customer can be recorded in the CRM system in addition to his/her preferences, for example his/her satisfaction feedback on the product/service (complaints, results of customer satisfactions surveys). These actions result in a more exact and personalized service and effective retaining of customers.
One of the most important features of CRM systems is supporting the execution of sales and marketing campaigns. A complex set of conditions and product/service portfolio have to be aligned usually in the campaigns. Therefore it is important that the campaign applications have a simple way of communicating with the CRM system and that system should contain all necessary data.
The solution for these issues is the implementation of a central, technologically flexible CRM-solution which provides adequate data for all concerned parties.
Tasks:
- Planning, containing a review of all customer processes.
- Careful selection and planning of IT tools and technology.
- Implementing a central CRM system.
- Integration to related systems.
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Additional Information |
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