Resumo de Crm At The Speed Of Lightning

CRM at the Speed of Light

One of the greatest objectives of CRM (Customer Relationship Management) is to create a consistent customer experience.

Our relationship with our customer should be thought of as an ongoing conversation without end.

Regardless who you talk to whether your accounts receivable person, customer service rep, sales person or in receiving a call from telemarketing, a direct marketing letter or even returning to your website, they expect that you have some collective consciousness..

Fail to demonstrate that collective consciousness and they will believe you just don?t appreciate them or their business.

The result is that your relationship with your customer is vulnerable if you don?t take it seriously.

Well, how do you create the collective consciousness? CRM is the answer.

Although software is a necessary component, there is more to it than that. Getting people to use the software is the key ? and that requires some business process, a clear understanding of the value it provides, some pretty serious efforts in internal evangelism and clear measurable results.

You must build an infrastructure that links a history of your customer interactions together in a common data source. Yes, you can connect your customers facing sales teams, support, back office and web presences so that yu can get everybody sharing a common understanding of that customer.

And you should mold the solution to the way your people and your customer work , whether wireless, office or web remote, they need to be completely informed to be effective.

CRM is about creating a consistent customer history so you can crate a consistent customer experience. This enables accountability and team based assistance in managing that customer.

What is CRM?

CRM is not just a software. CRM is a business strategy to select and manage customers to optimize long term value.

CRM requires a customer centric business philosophy and culture to support effective marketing , service and sales processes.

Why CRM has become so popular?

CRM applications support marketing, sales commerce and service processes. The back office is fully automated. A shrinking market window for vendors. The internet has made it easy for the customer to choose vendors at the click of a mouse. With product advantage reduced or neutralized in many industries, the customer relationship itself has gained importance.

CRM technology is critical enabler of the processes required to turn strategy into business results.

What is CRM Technology?

There are three segments ? Operational, analytical and collaborative. The technology architecture is spoke-to spoke between operational and analytical.

Operational CRM is the customer - facing applications of CRM ? marketing sales force automation, enterprise marketing operation and front office suites that encompass all of this simultaneously.

The analytical segment includes data marts or data warehouses ? such as customer repositories that are used by applications that apply algorithms to dissect the data and present it in a form that useful to the customer.

The collaborative CRM which reaches a cross customer ?touch points? (Email, phone, fax, website and voice mail )includes applications such as the PRM (partnership relationship management) software. It is the communication center., co-ordination network tha t provides the neutral path to the customer and his suppliers.

CRM technology components ? CRM engine ? This would be the customer repository.

Front office solutions? These are the unified applications that run on top of the customer data warehouse (CDW) - Sales force automation, Marketing automation, Service and support and customer interaction applications.

(EAI) Enterprise Application Integration will provide the messaging services and data mapping services that allow one system to communicate with other systems regardless of forrmatting.

Customer Life Cycle

The life cycle of the customer is the process the customer has been undergoing to be with you for all these years. This includes the customer?s purchase history among other things.

Customer Interaction

Some of the value that technology brings to the table in CRM is through increased customer interaction that doesn?t necessarily occur with a human being. This interaction especially the online variety is a critical component of CRM and is more sophisticated.

The customer interaction or contact center is more sophisticated that the functionality . is deep, the technology is complex and the results are strong. The customer directly interacts with the company through a CSR with a variety of communication channels and tools making the interaction fast and valuable.

With the automation of the most , complex problems the customer satisfaction with a CIC is also improved. The CIC technology is complex and involves a mix of telecommunication and other communication channels such as e-mail, fax , internet and CRM Software.

Some of the technologies involved in this interactions are Automatic Call Distribution (ACD), IVR, Computer Technology Integration(CTI) and Voice Over Internet Protocol(VOIP). ? all voice related.

ACD is phone call work flow- the call gets routed based on the defining characteristics of the call. IVR handles routine transactions without the need for a live agent. CTI are the applications that allow data integration with the telephone.

Web enablement of the call center facilitate the customer t5o have control over his decisions without being forced by the rules of the vendors. The web?s greatest strength is the comfortable self- activity. The cross ale or up-sale is impersonal.

The purpose of web experience in the CRM world is to identify a customer derive maximum value and increased efficiency of service.

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