Principle of the CRM Management Management of the Customer relation

The CRM: It is what?

The CRM ( Resource Management) or in French (Management of the Customer relation) is defined as:

CRM: The CRM or is the technological integration of the transverse processes dependant on the sale, marketing and the client services, with a view to automation and improvement of the management of the relation with the customer.

The CRM is not only one whole of software package. It is a process putting in software tools, methods, strategy and behaviors more effectively to manage the relation with the customer. (extracted “the good use technologies explained to the manager” Edition Organization)

The CRM: Why?

The deposits of productivity which one can detect inside the firm are not infinite. To increase the profits the firm may find it very beneficial to turn towards outside, towards the customer, for:

To attract more customers
To preserve the best customers
To improve CA generated by each customer

For memory: The purchase costs of a new customer are from 5 to 8 times superior with the expenditure invested to preserve oldest.
The solutions of CRM, when they are established in all effectiveness, ensure not only the rationalization of the processes but also the centralization and the availability of the unit of the customer data for a better service.

The CRM: how?

In the facts, in practice, the CRM is well too often summarized with the only automation of sales forces ( Sales Forces Automation). The concept of CRM covers many other functions. In order to better understand the concept, the judiciously proposes a cutting in three sub-assemblies:

CRM
Gather all the channels of exchanges with the customer and the partners.
Analytical CRM
Analyzes collected informations within dated or , dated and statistics are the tools of predilection.
CRM Operational
Integration and automation of the horizontal processes in connection with the customer face-office: sales, marketing, customer services and back office: .

To look further into the subject, you defer to the book of reference which this site takes as a starting point:
The good use of technologies explained to the manager

CRM - Management the management of the customer relationship
(www.eyrolles.com) Brown
Worldwide village
#B86E7C brought together in this book the best experts of the management of the customer relation of PricewaterhouseCoopers throughout the world. Since the competitive advantage of the CRM to the practical advices to make a success of his setting opens some and with the , he proposes an at the same time exhaustive and concrete book, which stresses the good practices. The professionals of marketing, finance and logistics, just like the students, will find there an initiation with the general principles of the CRM as well as a presentation supplements and detailed tools which allow the setting opens CRM in the firm of them. also on www.apics-sjvc.org