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Use of technology. This feature is about following the technology trend and skills of value delivering using technology to make up-to-the-second
customer data available. It applies data warehouse
technology in order to aggregate transaction information, to merge the information with CRM solutions, and to provide KPI (key performance indicators).
Customer relationship management (CRM) is a system for managing a companys interactions with current
and future customers. It often involves using technology
to organize, automate and synchronize sales, marketing,
customer service, and technical support.[1]
Types
1.1
CRM Solutions
Features These are what the product actually does 1.3 Marketing and Customer Service
and what value it can provide to an organization.
Customer relationship management systems track and
Support Many CRM vendors have a basic level of measure marketing campaigns over multiple networks.
support which generally only includes email and/or These systems can track customer analysis by customer
access to a support forum.[2][3][4] Telephone support clicks and sales. Places where CRM is used include
is often charged in either an annual or ad hoc pricing call centers, social media, direct mail, data storage les,
strategy. Some companies oer on-site support for banks, and customer data queries.
an extra premium.[5]
Pricing This will be shown either per-user[4][6] or as 1.4 CRM in customer contact centers
a at price for a number of users.[7] Vendors charge
annually, quarterly, or monthly with variable pricing CRM systems are customer relationship management
options for dierent features.
platforms. The goal of the system is to track, record,
store in databases, and then data mine the information in
Demonstration Periods Many vendors oer a trial a way that increases customer relations (predominantly
period and/or online demonstrations.
increased ARPU, and decreased churn). The CRM codies the interactions between you and your customers so
that you can maximize sales and prot using analytics and
1.2 Characteristics of CRM
KPIs to give the users as much information on where to
focus their marketing and customer service to maximize
Relationship management is a customer-oriented revenue and decrease idle and unproductive contact with
feature with service response based on customer your customers. The contact channels (now aiming to be
input, one-to-one solutions to customers require- omni-channel from multi-channel) use such operational
ments, direct online communications with customer methods as contact centers. The CRM software is inand customer service centers that help customers stalled in the contact centers, and help direct customers
solve their issues.
to the right agent or self-empowered knowledge.[9] CRM
Sales force automation. This function can imple- software can also be used to identify and reward loyal cusment sales promotion analysis, automate tracking of tomers over a period of time.
a clients account history for repeated sales or future
sales, and also oordinate sales, marketing, call centers, and retail outlets in order to realize the salesforce automation.
TYPES
When agents are bored with their work, they become less 1.5.2 Dierences between CRM for B2B (Business
engaged and less motivated to do their jobs well. They
to Business) and B2C (Business to Customers)
are also prone to making mistakes. Gamication tools
can motivate agents by tapping into their visceral need B2B and B2C marketing operates dierently, that is why
for reward, status, achievement, and competition.[10]
they cannot use the same software. All the dierences are
focused on the approach of these two types of businesses:
1.5
The modern environment requires one business to interact with another via the web. According to a Sweeney
Group denition, CRM is all the tools, technologies and
procedures to manage, improve, or facilitate sales, support and related interactions with customers, prospects,
and business partners throughout the enterprise.[11] It assumes that CRM is involved in every B2B transaction.[8]
Despite the general notion that CRM systems were created for the customer-centric businesses, they can also
B2B operations require special CRM solutions that are
be applied to B2B environments to streamline and imnot the same as for the B2C industry:
prove customer management conditions. B2C and B2B
CRM systems are not created equally and dierent CRM
B2B industries require specialized CRM solutions,
software applies to B2B and Business-to-Customer (B2C)
which are dierent from B2C companies requireconditions. B2B relationships usually have longer matuments. This is the main reason for ineective adoprity times than B2C relationships. For the best level of
tion of applications, despite both B2B and B2C inCRM operation in a B2B environment, the software must
dustries having the same aim: to understand its own
be personalized and delivered at individual levels.[12]
customers better
1.5.1
There must be dierent CRM solutions for industries within the B2B market, because of the special
needs of each one. Also there is a demand of designing solutions using special color schemes.
B2B CRM must be easily integrated with other companies IT-solutions. Such integration enables the
creation of forecasts about customer behavior based
on their buying history, bills, business success, etc.
An application for a B2B company must have a function to connect all the contacts, processes and deals
among the customers segment and then prepare a
paper
Automation of sales process is an important requirement for B2B solutions. It should eectively manage the deal and progress it through all the phases
towards signing
A crucial point is personalization. It helps the B2B
company to save strong and long-lasting relationships with the customer. To communicate with them
more eectively, there should be integration with
the email solutions
7. Use a phased approach. Work towards long-term So, all the B2B applications must be both personalized
enterprise-scale implementation through a series of and be able to establish communication channels for supsmaller, phased implementations [13]
port of customers
3
1.5.3
Often referred to as on-demand software, SaaS based Customer-centric relationship management is used in
software is delivered via the Internet and does not require marketing, customer service and sales, including:
installation on your computer. Instead, you'll generally
tailored marketing
access the software via your web browser. Businesses using the software do not purchase the software, and typi one-to-one customer service
cally pay a subscription fee to the software vendor.[14]
retaining customers
1.6
Small business
For small businesses a CRM system may simply con Subscription billing
sist of a contact manager system which integrates emails,
Rewards
documents, jobs, faxes, and scheduling for individual
accounts.[15] CRM systems available for specic markets
[19]
[20]
(legal, nance) frequently focus on event management Accenture and Emerald Insight are now beginning
and relationship tracking as opposed to nancial return to focus on CCRM as a discipline, with studies appearing
on Mendeley.[21]
on investment (ROI).
1.7
Social media
1.8
Systems for non-prot and also membership-based organizations help track constituents, fund-raising, Sponsors
demographics, membership levels, membership directories, volunteering and communication with individuals.
2 Adoption issues
In 2003, a Gartner report estimated that more than $2
billion had been spent on software that was not being
used. According to CSO Insights, less than 40 percent
of 1,275 participating companies had end-user adoption
rates above 90 percent.[22] Many corporations only use
CRM systems on a partial or fragmented basis.[23] In a
2007 survey from the UK, four-fths of senior executives
reported that their biggest challenge is getting their sta to
use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their
existing system.[24] . Recently, it is found in a study that
market research regarding consumers preference may increase the adoption of CRM among the developing countries consumers.[25]
3 CRM Paradox
The CRM Paradox, also referred to as the Dark side of
1.9
7 NOTES
Market leaders
6 See also
7 Notes
[1] Shaw, Robert, Computer Aided Marketing & Selling
(1991) Butterworth Heinemann ISBN 978-0-7506-17079
[2] http://opencrm.co.uk/support.html
Trends
[3] http://www.salesforce.com/uk/service-cloud/overview/
[4] http://www.microsoft.com/en-gb/dynamics/
dynamics-online-support.aspx
[5] TopTen Reviews CRM Software Review
[6] http://www.salesforce.com/uk/crm/editions-pricing.jsp
[7] http://opencrm.co.uk/plans-and-pricing.html
[8] Yun E. Zeng, H. Joseph Wen, David C. Yen, Customer
relationship management (CRM) in business-to-business
(B2B) e-commerce, Emerald 11, (2003).
[9] SAP Insider (15 November 2007) Still Struggling to Reduce Call Center Costs Without Losing Customers?
[13] Piskar F., Faganel A. (2009). A successful CRM Implementation Project in a Service Company: Case Study. Organizacija, Vol: 42, pp. 199-208
[14] Cloud Taxonomy CRM Software as a Service
[15] Gordon Johnston (2014) CRM for B2B: Busting the myths
(Part Two)
[16] DestinationCRM.com (2009) Who Owns the Social Customer?
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