Customer Relations Management (CRM)
“The close relationships that we can develop with our customers will open many doors of opportunity towards a sustainable growth of our business. It is important that we know each one of our customers and prepare specific development plans, we cannot afford to generalize”.
Estuardo Castillo
Presently we must be very efficient in our operations and focus people and processes to maintain satisfied customers. Technology should be used in our favor to improve our proposal of value which give us a competitive advantage in the market.
One of the technologies that help us achieve this purpose is CRM (Customer Relationship Management). The CRM concept is utilized to identify software that establishes a relationship with our customers utilizing information stored in the data bases. If properly utilized, this information results in a better knowledge of the customer, and therefore, in a better service.
Presently the term CRM has a wider scope, it not only refers to a technology tool, now is a business philosophy that focuses all the resources of the company on customer satisfaction, establishes procedures, trains personnel and presents the customer an offer of value based on knowledge and information to develop solutions according to his/her needs.
Some advantages of implementing CRM in the organization, are:
• Achieving integral knowledge of the customer and personalized management
• Speed in assigning, administering and resolving incidents
• Providing follow up to processes
• Sharing information within the organization
• Establishing priorities
• Providing access to sales history
• Identifying tendencies, problems and opportunities
If we determine who our customers ARE, we classify and identify them, and can design specific plans for each, according to their needs, it helps us construct our business with them, and at the same time we can maintain close, healthy, productive and profitable business relationships,
Before this type of programs were very costly or not available, however, with present technology they are accessible to any company. It is possible to find programs with costs ranging from US90 to US$150 that offer practical and immediate solutions to improve our knowledge of our customers.
Today, in moments of crisis-opportunity, a tool like this is vital to become proactive with our customers, in a personalized way, adjusting the plans for each one of them.
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