CRM: Customer Relation Management

CRM Interactions
Is a system for customers' information management which can be linked to all systems simply and smoothly. The system can also be used automatically when sending out information from any system.

Marketing : Future Forecast

Is an after-sale service to support or take care of customers; for instance, if the customer would like to know about the product they want to use or already bought, they would like to contact us for further information on how to use the product. That is when a 'Call Center' system was started to answer all questions and provide any help if needed. It is sometimes called 'Contact Center' which provides services to solve any problem for the customers; for example, when the computer cannot be turned on after used or when they cannot install a system, we explain to the customers why it happens and advise to them what they should do. This is what we call 'Customer Service'.

CRM Business Approach

Is customer-centered. 'Customer is God' is a centered concept. It is a culture, to service the customers, that needs to be built and never exists before. It is necessary to know customers' important information such as where is their business located and what could we do to service the customers etc. We should be willing to answer all questions regardless of who the customer is or whether it is our responsibility or if it is involved with our department or organization or not. We should work willingly as a human, not a machine. CRM application will enable efficient relationship which will lead to leadership, strategy and great culture.

CRM Strategy Drivers

Is a life circle of customers; is to find customers by any ways that leads to loyalty. For instance, a good restaurant should serve great and clean food, and provide fast services while a nice shopping mall should look out for factors (retention) that would attract customers to come back as often as possible. The last part is to service customers after sale.

Typical Pre-CRM Scenario

Is to store customers' information as if it is stored in a silo. Data silos (Concreted information) is how to store information that no one can use the information. For instance, if an insurance company may have information of customers stored separately, the information cannot still be analyzed yet because it is needed to gather up together first.

The Customer is 'your' business

A statistic input of sales to 15% of new customers and 50% of existing customers shows that it will only increase 5% of customers who want to stay with us, by emphasizing 60% in customer services. It costs 6 times more expensive in customer services.

Contact Center contacts with customers directly. Direct Sales sells directly to a customer house. POS sells our products at our sell counter.

CRM Application is analyzed to Data Mining that will be sent back to Back Office to Inventory Design who will contact back to Supplier that our new product is coming out soon.

CRM Impact: Sales

Improve customer relation management in a better way. Have a better visualization in business channels Deal with emerging opportunities. For instance, seasons can be also considered as another opportunity. Our Work Performance Measurement in sales or production can be analyzed from our performance. Enable better sales forecast. If the forecast is accurate, it will be very useful with all work aspects. Related work from one point to another will be merged together as one work flow.

CRM Impact: Marketing

Improve Direct Marketing by sending out letters.

One-to-One Marketing

CRM Impact : Service

Help Desk provides computer problem solution at its agency (provide computer work) and someone to fix the problem.

Call Center and Contact Center is similar to Help Desk but provide various services with worldwide customers. Some Call Center that are located oversea, not in its own country, because it could reduce expenses better in term of business such as Call Center that is located in India but its office location is in the USA.
Agreement : What are agreements?

Registration

Automate field services and troubleshooting remote.

CRM Application is an excellent CRM product but very expensive

CRM Implementation Methodology: Analyze demand in business requirement

What is the budget?

No self-investment

Implement

CRM Business Rationale

How do we manage customer relation?

Profit from customers

How can we sell to customers?

The Key to CRM Success

Culture change and operation in the organization should be started by providing best services to customers. Employees should understand how to provide good services and know how to use our systems, which lead to business procedure change, such as a usage of a computer, an interest in customer's detail, all kinds of products sales etc. CRM technology alteration needs to become automatic by starting to use more computer systems and ensure that everyone in the company uses it. Therefore, a good system needs to be planned properly before an implementation, although most of the times, there is still some trial and error and its result is still not good enough.

Clearly understand that after the installation, some customer may sometimes still not understand the system. Therefore, we need to understand why they behave strangely. We should not take it seriously or assume that it is their true personality.

Able to analyze that we cannot analyze why we can sell products more than usual because forecast sales information is usually not normal. Being a first person to purchase product can be too risky. A usage of SW or large investment can also be failed.

Conclusion

CRM can satisfy customers very well. The sales rate will get higher if the customers feel convenient and become loyal to the product continuously. So it is very important to always take care of information, customers relation and all customer services officers.