What is CRM?
Today, IT is more influential and influential in the structure of businesses and organizations than in any other period. One of the most important issues in information technology is how to communicate with customers, for which various companies have provided solutions in the form of CRM systems. While introducing the CRM systems, it has been tried to briefly mention the information about the companies providing these systems and the current situation of this CRM market.
Introduction:
Means Customer Relationship Management Abbreviation for CRM
STM is software that is used to gain more information about the needs and behavior of customers to communicate more with them. In short, CR is software that collects all information about customers, Sales, marketing impact, reactions, and market behavior.
Purpose of customer relationship management:
CR, M’s job is to help technology and human resources businesses to understand customer behavior and customer value by using C, R, and M to serve the customer better. The marketing and sales process becomes easier, New customers are discovered, and eventually, the company makes more profit from each company.
Customer Relationship Management System History:
- A) In The period of the Industrial Revolution (manual production to mass production), Ford’s initiatives in using the mass production method instead of the manual production method is one of the most important indicators. Although the change in production method reduced the range of customers’ choices in terms of product characteristics (compared to handicraft products), the products produced in a new way had a lower cost price. In other words, in Ford’s choice of mass production method, increasing efficiency and economic efficiency were the most important goals.
- B) The period of the quality revolution (mass production to continuous improvement) began at the same time as the initiative of Japanese companies to continuously improve the increments. This, in turn, led to lower costs and higher quality products. This period reached its peak with the introduction of new quality management methods such as TQM. However, with the increase in the number of companies present in the competitive field and the spread of the culture of maintaining and improving product quality (through various quality tools), this competitive advantage was no longer leading, and effective for companies and new ways to maintain competitive advantage were felt.
- C) Customer Revolution Period (continuous improvement to mass customization) Due to increasing customer expectations, manufacturers were required to produce their products with low cost, high quality, and great variety. In other words, manufacturers had to shift their focus from production to finding ways to satisfy their former customers.
Some organizational challenges of customer relationship management system:
1. Lack or inadequacy of CRM strategy
2. Opposition to user compatibility with CRMs
3. Proper management of CRM information and content
4. Lack of business process orientation in the absence of CRM training
Inadequate support and training for standard after-sales service
6. The use of inappropriate technology due to lack of proper advice in product selection
7. Eliminate face-to-face and telephone communication with customers for psychological reasons, workflow, and communication with customers
Benefits of customer relationship management for customers:
Quality assurance creates a positive image of the product, increases reliability, and guarantees the connection with the product characteristic mark achieved through marketing programs. These benefits are offered in three categories:
1. Assurance 2. Social benefits 3. Utilization of more services
Benefits of Customer Relationship Management for Organizations:
1. Customer retention is the basis for the survival of the organization, and this is the main goal of any organization
2. With the introduction of information technology to organizations under the umbrella of customer relationship management, organizations have used customer relationship management software to reduce the cost of information processing, and communication with them is faster, resulting in increased competitiveness of organizations in today’s turbulent environment.
Classification of CRM software in the world:
- Category 1. Companies The number of their customers is more than 10,000: Large companies
- Category 2 companies. The number of their customers is between 5000 and 10,000 people: Medium companies
- Category 3 companies. Their number of customers is less than 5,000: small companies
Conclusion:
From the perspective of traditional marketing strategies, customers often end up in the value chain of goods and services through search, evaluation, purchase, and use stages. But today, marketers’ concern is to create satisfied and even happy customers with the highest level of loyalty, which requires customer involvement in the value chain and all organization processes, activities, and decisions.
In this way, tools such as customer relationship management, relationship management with the organization’s personnel, and relationship management with distribution channels are used to receive continuous feedback from all stages of providing value to the customer and a sustainable and excellent competitive advantage for the organization. Put CRM at the center of your life, and you will gain tremendous value from it. Knowledge is power, and CRM is very powerful. Organizational knowledge of the system either gains or loses it. Gives…