| CRM
is a business strategy designed to optimize
profitability, revenues and customer
satisfaction.
To realize CRM, organizations must
understand their customers well enough to
profile them, do value-based segmentation,
create segment-specific treatment, and implement
processes and technologies that support
coordinated customer interactions throughout all
customer channels.
CRM
includes: |
|
- The Customer
life cycle
- The Customer-related
business processes
- CRM-technology
ecosystem
- Providing
consistent branding messages and responses
to customer requests across many channels of
customer interaction.
|
CRM is not just a
technology or an application. CRM is a business strategy
and needs to be intertwined with an organization's other
strategies. CRM is most effective when implemented
company wide and includes both technology and
training. Installing
a CRM application without changing the way an
organization interacts with its customers will bring
only marginal improvements in efficiency.
Sometimes missed in all
of the talk about customers is the fact that CRM is more
than a strategy to provide customer value; it is first
and foremost about bringing value to the enterprise in
terms of revenues and profits.
CRM is a journey -- not
a destination and should be thought of as iterative in
nature, to be revisited and improved on a regular basis. Links
to CRM resources
|
