CRM (Customer Relationship Management) is the orientation of a company towards itscustomers. The basic goals are customer acquisition and customer loyalty. Therefore, CRM is concerned with shaping business processes around prospects and customers. By collecting all relevant data with a CRM software, marketing can be tailored to the needs of customers and is therefore called relationship marketing. This management concept enables the increase of the company’s success.
2. CRM software
CRM software supports the optimization of customer relationship management. It records all relevant customer data and transactions in a structured manner and thus relieves the burden on the various divisions that are related to customers. The software increases the efficiency of all areas and relationships. For example, CRM software can be used to create offers for individual customers or customer groups individually. Or the company increases customer loyalty by tailor-made service.
3. CRM Introduction
The CRM Introduction deals on the one hand with the implementation of CRM software in the company and on the other hand with the design of customer management processes. The typical CRM project is divided into seven phases: analysis of requirements, technical implementation, pilot operation, user training, reorganization, rollout and acceptance.
4. CRM Forms
Analytical CRM: Evaluation of data from the operational business on the basis of KPIs for the evaluation of requirements for the products.
Operational CRM: The supporting function of the CRM system for the departments for establishing contact and maintaining customer relationships.
Collaborative CRM: Deals with cooperation within the company and with external partners.
Communicative CRM : Controls all communication channels with a focus on the customer.
xRM (Any-Relationship-Management) is based on CRM (Customer-Relationship Management) and deals as a further developed form with the design of relationships with all contacts of a company (customers, partners, suppliers, employees, machines). This includes all linked tasks such as projects, contracts, logs, inventory, etc. More information about xRM
There is no DEFINITION of a CRM. CRM is not an isolated instrument, but is part of the company’s philosophy and is part of the business processes. Therefore, the respective structure of the company determines the individual CRM definition. Read more about CRM goals, forms and strategies in our detailed CRM definition.
You store your customers’ service requests, preferences, and contact details. You keep phone calls, emails, meetings and presentations and take notes, files, appointments, contracts, products and other plans directly in the electronic customer file.
This allows their employees to quickly access all the latest information in order to provide and advise your customers individually with relevant content for them. You benefit from an easy, manageable workflow, while customer base and corporate profits grow. Sales no longer misses opportunities. Extensive knowledge of your customers also supports him in the perception of cross-selling and up-selling opportunities. Marketing knows your potential customers well and addresses them with precision. The quality of the service increases, thanks to fast response times and extensive background information on the customer request.
1. DON'T: CRM is not just software
Don’t forget that CRM isn’t just about integrating software into your business, it’s more about implementing the CRM strategy.
2. DO: Pulling employees along
The CRM project stands and falls to my employees. Involve your employees’ input, make sure employees are aware of the benefits of CRM and receive the appropriate training to deal with the new software system.
3. DO: Evaluate the system regularly
A CRM lives and grows with your company. Therefore, it is important to periodically review CRM system and strategy with regard to processes, users and technology and, if necessary, to consider updates
4. DON'T: Expect ROI directly
The ROI of your CRM system will not occur overnight. This is a process that takes time. However, before you introduce it, consider what data you can use to check THE ROI (e.g. customer satisfaction). You will see that success will come.
5. DO: Communication!!
Maintain open communication with your employees and the CRM team. If difficulties or suggestions for improvement are not heard and discussed, CRM will not be able to work optimally for your business and will not bring the successyou desire.