We are immersed in a world in which technology becomes a vital element for daily living, not only do we see it in simple questions such as at home, but also this technological flood is reflected in business and even more so in relationships that occur within them.
Within these relationships, then, terms that are surely common in language but very unknown in content arise, CRM is a clear example of this.
Customer Relationship Management, that is the definition of the acronym of a CRM, but this definition contains even more than just talking about relationships between the customer and the company, it speaks of a corporate philosophy in which it is mainly about understanding the customer, knowing him and be able to detect all your needs.
All this obviously supported by new technologies.
Starting in the 90s, the need for large companies to automate processes to manage customer data was constantly increasing, which made a large number of computer companies invest a lot of money to be able to provide this type. software to companies in need of this tool.
Although the creation of the CRM emerged as an automation tool, on many occasions the mistake is made of seeing it only as customer-focused software, but this is more than that, we are talking about a technology-supported strategy to facilitate much more the work of the marketing department, to be able to discover with accurate information what the true needs of the client are and how to cover them.
This allows us, therefore, to get to know new markets, since we can discover potential clients or new business opportunities within our own market niches.
If we start to analyze how the markets have been managed, we can realize that CRM has always existed, the need for what our clients need is reflected from the beginning of the trade, simply that like everything, it evolves, and Now, with the development of new technologies, this is further enhanced, and that allows us as companies to have, in a simpler way, "watched" our customers.
For a correct implementation of a CRM, the company must acquire a commitment to implement both strategies and changes in its functions and processes, in order to be clear about what technological tools we will apply to develop the knowledge of our clients.
It is important to keep in mind that for a good result in the implementation of a Costumer Relationship Management it is necessary that many parts of the company are involved.
Not only must the responsibility be left to the IT department, but also all those parts of the company that deal with customers must intervene in its implementation and in the analysis of results, since they can provide much more data that allows us to get there. to continue getting to know our markets.
But we are not only talking about a contribution to customer knowledge, CRM also allows us to improve customer relationships, retain them and provide us with greater profitability, thus achieving more marketing effectiveness for the company.
All these tasks seem typical of a large company, however, SMEs are increasingly realizing the need to apply these strategies, as we face significant global changes that have made the markets more competitive, and a In-depth knowledge of the client will offer us an important competitive advantage that allows us to ensure the survival and growth of the company.
That is why marketing in service companies begin to have a great need to use strategies such as CRM, since for this type of company the knowledge of the needs of their clients is basic, to provide them with the necessary satisfactors and to develop the ties that allow us the loyalty so expected by any company.
A faithful member, is what almost every company looks for in a market, and has developed and will continue to develop strategies with which this objective is met, which is why CRM is a basic strategy and one that has grown in recent years.
It is for all these aspects that CRM becomes an important strategy, in which various departments of the company interact, for the knowledge of our clients supported by specific Software for this task.
The knowledge of the deep needs of our clients, therefore, becomes an elementary point for which we are betting heavily in an efficient and profitable way, taking advantage of the technology that we have at our disposal.
