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The core of Customer
Relationship management (CRM) is that the effectiveness of the sales
- and marketing process is considerably improved, if all employees
concerned have the same and complete information. A central database
makes a more intensive cooperation between the employees on several
departments possible as a result of which can be reacted adequately
there to the wishes of the customer. Good customers are preserved
and potential customers are qualified so that they can be approached
more targeted. Then becomes possible what the boasted marketing guru
Kottler meant with "Market Getting". Some practical
advantages of CRM:
- Many data such as
addresses, contacts etc. need be introduced one time, which
produces gain of time.
- Marketing is
directly carrying out activities more easily by specific analyses
and selections. Sales employees learn working structured because
they classify companies and contacts in categories; because of
this they work aimed more effectively and more efficiently.
- Because a complete
profile of a relation is built, the possibility arises of weighing
the output of the efforts.
The setting-up of CRM
results in as a rule a considerable change of the working method
from the organisation. For this reason it is judicious to have a
good preparation. In principle CRM is applicable in each market
where customers or prospect are registered. The output of CRM
increases where the importance of having excellence knowledge of
customers is large. In business-to-business customer knowledge
is of very large importance and therefore the output of CRM
very high. But this way in each other market, therefore also in
business-to-consumer markets or the non-profit market.
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