Introduction Customer relationship management
Customer relationship management (CRM), an organizational strategy that focuses on the customer. CRM build long-term relationships with customers to create value for the organization and its customers. CRM helps companies to acquire new customers and retain profitable customers and improve relationships with existing customers.
 |
| CRM Process |
Operational CRM Systems
Operational CRM, CRM system that supports front-office business processes. Front-office directly interact with customers. There are two (2) main components in operational CRM systems, namely:- Customer-facing applications. These applications include sales, field service and customer interaction center representative, who directly interact with customers. These applications include, customer service and support, sales force automation, marketing and campaign management.
- Customer-touching applications. In customer-touching application, the customers deal directly with technology and its application. Also known as electronic CRM applications (e-CRM). There are various types of e-CRM applications, such as, search and comparison capabilities, technical and other information and services, customized products and services, personalized web pages, FAQs, email and automated response and loyalty programs.
Analytical CRM Systems
Analytical CRM, providing business intelligence by analyzing customer behavior and perception. For example, provide information about the customer's request, the transaction and the customer response to the marketing, sales and services of an organization. Analytical CRM system, analyzing customer data for a variety of purposes, including:
- Plan and conduct targeted marketing campaign.
- Improve customer acquisition, cross selling and up selling.
- Provide input for decisions relating to the product or service.
- Providing financial forecasting and customer profitability analysis.
Conversion Conversion Emoticon Emoticon