CRM - Customer Relationship Management
Each company, while building its own business, at a certain stage of development realizes strategy of behavior related to its customers.
At a market with strong competition, with a Client in focus, there is always a high necessity of applying CRM class systems. The main task of CRM system is to increase the efficiency of business processes, with concentration on the "front-office" in order to retain old customers and attract new ones in marketing, sales, service and maintenance, no matter which of those channels is used for contacting a Client.
Systems of CRM standard are intended to provide support and maintenance for the following functions:
- Gathering information on a Client;
- Analysing and derivation of such information;
- Export of such information to other systems;
- Keeping in constant touch with a Client.
At a market with strong competition, with a customer in focus, there is always a high necessity of applying CRM class systems. Te main task of CRM system is to increase the efficiency of business processes, with concentration on the "front-office" page and directed on customers attraction and retention in marketing, sales and services, independently of channel through which contact to the customer is taking place.
Systems of CRM standard are intended for support and maintenance of following functions:
- gathering of the information on the customer
- analysis and conclusions on the basis of this information
- export of the information to other systems
- support of relations with customer
CRM-applications allow to trace development of mutual relations with customers, to coordinate relations with constant customers and to carry out the centralized management of sales, including those through the Internet.
Thus, CRM-systems are used for such tasks, as:
- operative tasks (provide operative access to the information)
- analytical tasks ( the applications are used for the analysis of the various data related both to the customer, and to activity of firm)
- cooperation tasks (give to customers an opportunity of greater influence on activity of the company: processes of manufacture, delivery and service)
Introduction of CRM-system has an impact on work of almost all divisions of firm, and not just on department of sales. Besides CRM-systems demand close integration with other information systems.
CRM includes all aspects and business-processes which are anyhow connected with customers. CRM solution is focused on a customer and optimizes planning, marketing, sales, execution of an order, delivery and service.
CRM-systems provide the complex approach to automation of work with customers and are directed on granting of service as much as possible convenient for the consumer. One of the major goals of systems of this level is the organization of interaction between divisions of marketing, sales and service. As our experience shows, this is the basic problem, which most of companies confront with.