Choose language:
» Personal Loan No Credit Check, Online Economics » Marketing » Topics begins with C » Customer relations management
Customer relations management (English more customer relationship management, CRM) designates the administration of Kundenbeziehungen.
Customer speeches and customer connections take a ever higher value. Therefore all data by customers and all transactions with this customers in data bases are stored. These data are integrated and prepared, so that in the enterprise in each place these data are available in the suitable composition.
Contrary to the CRM the partner Relationship management (PRM) with the business partners of an enterprise is occupied.
CRM is a range-spreading, IT-supported business strategy, which aims at the systematic structure and the care of durable and profitable Kundenbeziehungen.
The goals of the CRM cover themselves to a large extent with the company targets: With CRM are to be increased the market share of the enterprise and increased the customer satisfaction. In addition a segmenting of the customer master is to be achieved.
Costs are reduced and improved by the central collection of the data at small expenditure the service. The customer potential can be better exhausted with CRM.
Former customers can be addressed and received purposefully - after recovery of the change reasons - special support.
CRM supports communication during the customer process with reliable numbers, data, facts, in order to concentrate the attention in relations with a high customer value and to identify weak points in the dialogue with the customer. Thus the CRM software e.g. gives a structure, in order to ensure a standardized job. The goal stands in the spirit of an improved customer orientation, in order to be able to offer the customer individualized, to its needs appropriate achievements.
On the basis of the acceptance that CRM is a means for communication in the customer process, it can be emphasized three ranges, for which CRM is particularly relevant: Marketing, Sales and service.
The three terms designate on the one hand those CRM relevant business processes and point on the other hand also to the enterprise-internal and - external organizational units (e.g. Coworker, customer, business partner, divisions), which are affected by CRM.
Frequently the partitioning in marketing, Sales and service serves also the structuring of functional questions, e.g. if it concerns, which functions a CRM tool (e.g. Software) makes available, in particular in the operational and analytic CRM.
Examples: The marketing department (marketing) selects the customer data for a purposeful customer speech in the context of campaigns. The selling (Sales) and the service technicians (service) use a central database, in order to make for all involved ones possible in the enterprise a uniform view on the customers and its history.
A CRM system is an application of data bases, which a structured and if necessary automated collection of all customer contacts and - data makes possible. These data support the work of selling coworkers in various regard by their permanent and comprehensive availability: Mailingaktionen automated by the planning and preparation of personal customer attendance over the generation of offer texts up to. Further CRM systems of the marketing management and the management offer the possibility of supervising and of optimizing the selling activity. This includes the evaluation of the efficiency of the individual selling coworker also and is thus also the basis of a achievement-dependent payment.
Furthermore the analysis of these data makes a relatively precise forecast short and for medium-term sales development possible. For this purpose actual incoming orders do not only become in most CRM systems, but also all offers, prospective customer contacts and potential orders seized and with a incoming orders probability factor (the so-called PP-rate) evaluates.
In larger enterprises the data of the CRM system are made available frequently in DATA a Warehouse for a large manual or automatic evaluation by means of DATA Mining or OLAP. This customer data bank is the basis of strategic management decisions and a multiplicity of marketing processes.
CRM systems are based predominantly on standard software products. Such programs are available for typical requirements in large varieties and in all Preisklassen on the market. CRM solutions for special requirements are however usually provided as individual conception.
The possibilities of the evaluation of the existing data by an CRM analysis are various: Individual reporting can be accomplished and a customer statistics be provided. In addition document and time management can be operated.
We found here 51 articles.
We found here 5 related websites.
Index | Privacy | Terms Of Use | Sitemap | Feedback
Printer Friendly Format
Bookmark this page
Back to "Marketing"
Back to top