CRM i.e. customer relations management has many definitions.
"Re-organization of the establishment in order to empower
its competitiveness based on the essential needs of the customers"
is one of those definitions. CRM applications can be used in many fields such as communication, production, financial services (banking, insurance …), education, health and public sector.
CRM gives clues as to how we can use our technology and human resources more efficiently to understand the customer. The following results will be yielded if the CRM is successful:
• To be a company which gives better customer services
• Faster and more accurate return to the customer
• Increase in the cross sales among products
• More quotes becoming orders faster and in greater quantities
• • Marketing and sales processes’ being faster and understandable
• Opportunity to make new customers
• Increase in customer profitability
CRM is to be customer oriented. To be customer oriented, one should
determine the demands of the customer, always listen to the customer and continuously learn.
1. Customer Satisfaction Surveys
It is the step which gives results in the shortest term
if worked with the right company/method. The disadvantages
of the customer satisfaction surveys include, discontinuity,
not evaluating the results, results not being used in strategic
and operational decisions.
2. Customer Complaints
It is the cheapest,
the most effective method nevertheless
it isn’t used as efficient as it should be.
The customer tells what is done wrong. What is generally
practiced is to solve the individual promlem of one customer.
The surveys on the web sites and customer complaint boxes put in sales
points are definitely not sufficient. In order for the method to work,
it should have a ruled structure. There should be a department in the
company responsible for the collection, evaluation, analysis and reporting
of customer complaints.
3. Information to be gathered from the point of contact (phone, visit, e-mail …)
It is the most efficient but the most difficult method to know about the customer. If your company posseses a ruled structure which would better understand the customer with each contact and share the knowledge with its company, it will get closer to its customers day by day. An expensive customer interaction center investment should not come to mind when thinking of taking the CRM step. Collecting information from the personnel that keeps contact with the customer could be a starting point.
|
