Customer relationship management (CRM)

Customer relationship management (CRM) helps businesses build profitable customer relationships.The general purpose of CRM is to enable organizations to better manage their customers through the introduction of reliable systems, processes and procedures for interacting with those customers.

Implementing CRM :

A good CRM program needs to


 

• Identify customer success factor
• Create a customer-based culture
• Adopt customer-based measures
• Develop an end-to-end process to serve customers
• Recommend what questions to ask to help a customer solve a problem
• Recommend what to tell a customer with a complaint about a purchase
• Track all aspects of selling to customers and prospects as well as customer support.

Purposes of Customer Relationship Management :

A good CRM program can improve customer service by facilitating communication in several ways:

• Provide product information, product use information, and technical assistance on web sites that are accessible 24 hours a day, 7 days a week.
• Identify how each individual customer defines quality, and then design a service strategy for each customer based on these individual requirements and expectations.
• Provide a fast mechanism for managing and scheduling follow-up sales calls to assess post-purchase cognitive dissonance, repurchase probabilities, repurchase times, and repurchase frequencies.
• Provide a mechanism to track all points of contact between a customer and the company, and do it in an integrated way so that all sources and types of contact are included, and all users of the system see the same view of the customer.
• Help to identify potential problems quickly, before they occur.
• Provide a user-friendly mechanism for registering customer complaints.
• Provide a fast mechanism for handling problems and complaints.
• Provide a fast mechanism for correcting service deficiencies.
• Use internet cookies to track customer interests and personalize product offerings accordingly.
• Use the Internet to engage in collaborative customization or real-time customization.

Microsoft Dynamics CRM:

Microsoft Dynamics CRM will help you:

• Provide your employees with easier and quicker access to the customer data they need to do their jobs.
• Link all of your customer records together in one place.
• Help your marketing, sales, and customer service teams work better, together.
• Make it easier for your customers to contact you and get the information they need about their account, order, or shipment.