Customer Relationship Management (CRM) basically means a company managing all interactions and business with customers. This can include but is not exculsively limited to ‘customer service’.
Introducing a good CRM program will allow your business to acquire, service and retain customers as well as increasing the value of the customer to the company.
Some companies will testify that the best means to communicate with their customers is the telephone. It provides communication on a personal level making customers feel valued.
E-mail can be much less expensive but is generally less trusted and less effective in relationship development.
It is actually possible for CRM software to run an entire business - from prospect and client contact tools bulk email management and even to billing history.
A CRM system means all customer records can be stored in one centralised location that is accessible to an entire organsation.
Front office systems are set up to collect data from customers for processing into the data warehouse - a back office system used to fulfill and support customer orders.
A company can follow sales, orders, and cancellations with back office CRM while further breakdown of this data can be very beneficial for marketing.
So how can a CRM program can improve customer service?
• Websites can used to provide product information, product use information, and technical assistance. They’re accessible 24 hours a day, 7 days a week.
• A service strategy for each customer can be created after identifying how they define quality.
• A CRM can provide a fast mechanism for managing and scheduling follow-up sales calls to assess whether a customer might buy again and when.
• It can be a mechanism to track points of contact between a customer and the company in an integrated way.
• It can identify potential problems quickly, before they occur.
• It can be a mechanism for registering customer complaints – once registered they can then be resolved.
• It can be a fast mechanism for handling problems and complaints (customer satisfaction can be improved if complaints are resolved quickly).
• Internet cookies can be used to track customer interests and personalise product offerings accordingly.
• Use the Internet to engage in collaborative customization or real-time customisation.
• It can improve efficiency and effectiveness by providing a fast mechanism for managing and scheduling maintenance, repair, and on-going support.
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