A CRM system is a business tool that allows you to manage all your customers, partners and prospects information all in one place.
CRM is also used to manage business to business (B2B) relationships. Information tracked in a CRM system includes contacts, clients, contract wins and sales leads and more.
CRM includes the methodologies, technologies and capabilities to manage a good relationship with customers.
The purpose of CRM is to enable organization to manage their customers in the best possible manner by using some real time systems and software.
CRM is not only software and system but also a philosophy and culture of organization to serve their customers in the best possible manner.
To be an effective CRM it should be
§ Integrated with sales, marketing and customer services
§ Identify customer based culture
§ Adopt customer based measures
§ Create customer based culture
§ Develop process to serve customers
§ Recommend set of questions to serve customers
Architecture of CRM:
§ Operational CRM
§ Analytical CRM
§ Collaborative CRM
Operational CRM support the front office business activities like sales, customer contact, etc. when we go to any mobile company office for any sales or complain solution, it is the part of operational CRM e.g. Reliance Web World.etc.
Operational CRM provides various benefits, like:
Deliver personalized services
· Enable customer to view organization and its services by directly interacting with organization’s employees.
· Sales and service persons of organization can access complete history of customer in provide better services.
Operational CRM mainly cover the following three areas:
§ Sales Force Automation
§ Customer Service and Support
§ Enterprise Marketing Automation
Analytical CRM support mainly the back office business activities like provide details about percentage of customers company able of retain, percentage of customers who had regularly lodged the complains.
Analytical CRM is very important; as it helps in various effective decision making process to retain and increase the number of customers, by proving the focus on problem areas.
Analytical CRM primarily involves the data collection, analysis and reporting.
This CRM helps to interact with customers through all possible channels like Web, Phone, Fax, Letter, Email etc.
It bring customers and organization service provider in proximity to each other.
Collaborative CRM provides various benefits, like:
§ Enable Customer interaction across all possible channels.
§ Enable web collaboration to reduce customer service cost
§ Help to integrate the multi channel interaction with company call canters.
§ Help to integrate the customer view at transaction level.