In order to maintain a successful business, the business must understand and maintain a positive relationship with its customers. Customer Relationship Management (CRM) is the process of bringing the customer and the company closer together. There are many different areas in which Customer Relationship Management can be implemented. The goal of CRM is to help a company maintain current customers, as well as gain new customers.
Targeted Marketing
Targeted marketing is accomplished through collecting information about the customer. This information can be buying habits or simply demographics. The idea behind this is that a business analyzes what a customer buys and then markets specific products to that customer based on his or her buying habits. Businesses track buying habits using discount cards, and special store credit cards. Targeted marketing can also be implemented on the Internet. Amazon.com has product recommendations based on buying habits, and product ratings. Customers can also be sent e-mails that market targeted products. Marketing the right products to the right customers can significantly increase a business' sales with minimal associated costs.
Call Centers and Customer Service
Have you ever called a business to complain or ordered a product and encountered an automated call response (I.E. "please press 1 for questions, 2 for comments" etc.)? That's CRM. Call centers that take calls and monitor customer/business interactions are often running on hosted CRM programs. CRM managers want to make call centers as efficient and customer-friendly as possible. A customer who can easily navigate through an automated system is more likely to do business with the same company in the future. In the case of a complaint, a customer whose problems are responded to immediately is more likely to forgive and forget a company's transgressions. Customer service is the backbone of all CRM processes and strategies.
CRM Vendors
Not surprisingly, in order to successfully collect data, manage call centers, analyze data, and make changes, businesses need CRM software. There are many CRM vendors in the world. The most widely-recognized vendors are Siebel, Salesforce.com, and Microsoft. Each of these vendors has contributed to CRM in its own way.
CRM Applications
There are many different types of CRM applications. Some CRM applications are Web-based so they can be accessed via a browser. Other CRM applications have programs built in for integrating data entries and data management across several applications. CRM vendors also have specific strategies that are unique to every client. The goal of a CRM vendor is to not only upgrade a company with the latest CRM technology, but also to design the companies infrastructure in such a way that the customer/company relationship can flourish.
Conclusion
Knowing the customer is the key to a successful business. Customer Relationship Management is the process through which a business analyzes their customers and makes changes accordingly. CRM vendors provide applications and advice on the best CRM methods. Most observers believe that CRM practices will continue to flourish as new CRM strategies and technologies are developed. For any business, a successful CRM approach is a must-have.
Matt Hogansworth writes about CRM software and other CRM topics.
![]() |
|
![]() |
|
![]() |
|
![]() |
It all started a couple of weeks ago when a... Read More
Nowadays, we complain nearly all of the time about how... Read More
A general counsel of a large international consulting firm told... Read More
After years of flying below the radar in the magazine... Read More
It's never too soon to start saying thanks to your... Read More
Every time my firm conducts communication skills training, we know... Read More
Dr. Michael LeBoeuf, in his cassette album entitled, Win... Read More
Some businesses have slow paying customers or past due balances... Read More
"Marketing as a spiritual practice." It sounds contradictory ? how... Read More
Customer service is everything to a business. Just look at... Read More
Your opportunity to build a stellar client relationship starts with... Read More
With all of the recent data theft in the financial... Read More
Improving customer service starts at the top - with us... Read More
Corporations in every sector are spending more than ever before... Read More
7:00 a.m., the silence in the house is broken by... Read More
There are five techniques that have been proven to be... Read More
One thing all successful small business owners have in common... Read More
You have no doubt heard the saying that the customer... Read More
There are two kinds of customer service we all experience... Read More
If you think customer relationship management is just a piece... Read More
No matter how hard you try, in business you simply... Read More
Given the choice of dealing with a positive, upbeat employee... Read More
In today's highly competitive economy, it is difficult to maintain... Read More
You are serving great food. Your establishment is new, spotless... Read More
Customer support is very important when you're running a business,... Read More
Unless you are brand new to business, or have been... Read More
Have you ever called a company and been greeted with... Read More
It never fails to amaze me how many companies have... Read More
1. Stay in contact with customers on a regular basis.... Read More
One of the most popular questions asked in online business... Read More
If you've called for customer service recently you're familiar with... Read More
Relationships... Money... Health..The Past...Failure..Mental and Spiritual Battles..Time Constraints...Professional pressures..At any... Read More
In my day to day practice in strategic human resource... Read More
This article offers five ways to help you deal with... Read More
Every business owner should have a picture of his or... Read More
Are you concerned about customer loyalty? Are your customers so... Read More
Anyone who knows me knows my favorite fast food restaurant... Read More
It never fails to amaze me how many companies have... Read More
I spent some twenty years in the corporate world, for... Read More
I'd like to start this article with a test ?What... Read More
The call center represents your first line of communication with... Read More
You've heard it all before when it comes to stats... Read More
We all want great service, whether we are buying our... Read More
First let us specifically define customer service. It is the... Read More
The Call Center world is an intense pressure-driven environment continually... Read More
Customer service and customer service training are vital for any... Read More
On a recent airline flight I was an upset... Read More
If you think customer relationship management is just a piece... Read More
The world of customer service is rapidly changing. Thirty years... Read More
If you're a pet owner, you know the stress of... Read More
In 2002, there wasn't much interest for Kindness in business,... Read More
It should be a straightforward business scenario: making sure that... Read More
In today's highly competitive economy, it is difficult to maintain... Read More
The President of a 200+ store division of a major... Read More
You Never Know Who You're Serving when customers turn irate.I... Read More
If there was a restaurant in your town that was... Read More
Some businesses have slow paying customers or past due balances... Read More
Do you need greeters or should you avoid them? That... Read More
1. Hire people who have a service attitude. Some people... Read More
A client recently said to me: "Most days things seem... Read More
Every customer you have is a word-of-mouth advertiser for you.... Read More
These moments come when a customer or client?1. Hears someone... Read More
So today was the day where I almost stopped going... Read More
In any business our customers are one of our most... Read More
Homebuyers are an interesting study. Watching people make their home... Read More
Have you ever called a company and been greeted with... Read More
Customer Service |