In modern times we enjoy the progress of numerous aspects consistent with the economies of honesty.
Customer loyalty is one of the main strategies of companies, it is to end the paradigms that were previously lived in the different managements of the company where service failures generated different disagreements on the part of the buyer.
We are faced with a modern company experiment where profit is strengthened if a construction of value for the Client is obtained.
It is a management model that means that the strategies can be concluded in customer and employee loyalty in the different areas of the organization.
Achieving the ultimate goal of perseverance between both parties; It is the result of the correct combination of a series of elements that allow you to maintain, retain, satisfy and retain your clients and understand how CRM can add value to your company and your clients.
Customer relationship management is primarily the technology response to the continuing need for companies to consolidate relationships with their customers.
Customer relationship management tools are the technological solutions to achieve the development of relationship marketing. Relationship marketing can be defined as "the centralized business ability to anticipate, meet and satisfy the present and foreseeable needs and wants of customers."
Companies must intensify the development of the organization expansion as a result of the conception of a service-oriented culture, viewing this strategy as a great competitive advantage based on the needs and expectations of the different segments of the markets served, as well as generating practices that allow you to specify the development of comprehensive service strategies in order to achieve greater capacity in an environment of change and agile business transformation
Industry leaders are concentrating on how to transform their customer management methodology. Traditional marketing is based on narrow functionality, it is being replaced by a new form of CRM with cross functional marketing.
In recent years, the traditional marketing methodology has been increasingly questioned.
This approach emphasized the management of the combined key elements of marketing, such as product, price, promotion, and point of sale within the functional context of the marketing department.
The new CRM approach that although it recognizes the previous elements, still needs to be addressed; reflects the need to create an integrated, cross-functional approach to marketing; one that places an emphasis on both maintaining and winning customers.
Therefore, the focus is to shift from customer acquisition to customer retention, and to ensure that the right amounts of time, money, and administrative resources are directed toward both tasks.
The new CRM paradigm reflects a shift from traditional marketing, so it is now described as "customer management."
CRM adoption is being injected by a recognition that long-term customer relationships are one of the most important assets in an organization, and that information systems need to be developed that allow them to be "customer owned". A successful customer property will create a competitive advantage and result in increased customer retention as well as a benefit to the company.
In reflecting on how Customer Relationship Management is to be implemented, information technology plays a central role by allowing companies to extend their benefits through management in specific market segments and in the micro segments within them..
We are now in a new era of technology-enabled marketing, which involves driving relationships through its use.
The new and powerful technological methods involve the use of databases, their configuration and exploitation; This, and person-to-person marketing is helping organizations increase customer value and their own benefits.
Technology can go a long way in managing the data required to understand customers, so that appropriate CRM strategies can be adopted.
In addition, the use of IT may allow the necessary data to be collected to determine the economic considerations of the acquisition, retention and lifetime value of the customer.
However, although technology is the tool for the development of philosophy, a CRM project can never be left in its hands.
It is very important to highlight that to achieve success in this type of project, the four basic pillars of a company must be taken into account: strategy, people, processes and technology.
In the process of redesigning companies to adapt to customer needs, it is when the need to modify the "traditional" concepts of marketing and use the concepts of related marketing is detected, which are the following:
- Customer focusCustomer intelligenceInteractivityCustomer loyaltyCustomization
