The management of the CRM customer relationship is having a lot of relevance for companies since its main objective is the customer, the one who receives the product or service at the end of the entire process, which is carried out so that the product reaches The customer's hands, and therefore this is the one who makes the decision to buy from your company or from the competition based on the attention received from customer service.
In order to ensure that the client remains in your company, it is necessary to implement a CRM and for this, first of all, you must change the culture in the company and train your staff to make use of the system properly, relying on the technological tools you need to to be able to analyze the information easily and quickly, also to be able to always be in contact with the client and vice versa, and in this way generate value for the client in the company and this in turn provides long-term loyalty.
Without looking around and remembering how things were done before in companies, we will realize that everything has changed, that nothing remains the same, since at some point things have to change because it is constantly in the process of improvement, since human beings are always generating new ideas and sooner or later someone is encouraged to develop them; For example, let's go back a few years and analyze the situation: the economy was based on companies producing large volumes of products, later these products were supplied to the different self-service stores, where they handled very complicated inventories and where their objective was to sell for generate profits, the objective of every company.
Let's go back to the present, what is happening today? The processes have changed radically with the arrival of globalization, technological tools, the internet, ease of communication, competition, among others. And how is the situation now? The concept of economy has become the "new economy" where companies are focusing on producing, but in each production the product is better than in the previous production in terms of: quality, cost reduction, innovation, analysis of the consumer needs, among others; After production, the need arises for a distribution strategy in the supply chain, ensuring that the products arrive on time when the customer requests it, once the products are provided to the stores.where they have an inventory management so that there is neither more nor less inventory, finally the company takes as its main objective to give the best service to its customers, since they are the ones who receive all the work that was carried out before the product will reach his hands, and he is also the one who decides whether for him this job is well done, that is the difference from the competition without them the cycle of trade would not be completed. We have already taken a big step, we realized that the main objective in an organization is the customer. Now the next step is how we are going to take advantage of the immense amount of information that a company has about its customers and about the processes that are carried out,For this I will talk about the great importance of the correct implementation of a CRM with the support of technological tools.
Currently the key point of the entire business cycle is the customer, since it is who decides who wins and generally who wins is he, therefore the importance of companies managing their CRM strategy so that they can know their customers and focus to them, with the aim of achieving long-term customer loyalty.
(Dans, CRM, Customer Relationship Management, 2000) He defines that CRM is “it is a long-term-oriented strategy that requires technological and strategic investments that bear fruit when the client ends up realizing that our company understands and satisfies him better. than the competition ”. Many companies have tried to implement CRM but not all have succeeded, as mentioned (Liz, 2003) “more than half of CRM implementations fail, due to the lack of agreement in the agreed objectives and more importantly still in quantifiable objectives ”; This is mainly because they do not have enough knowledge about this tool. Many entrepreneurs have the very serious mistake of seeing CRM as software,to those who, at the time of running it on the computer, will begin to provide solutions to the company and generate all the advantages that it provides once it is used properly.
The first thing a company that wants to implement CRM should do is establish a strategy designed to increase the income and profitability of new customers, increase their satisfaction and loyalty, allowing more efficient business processes and the use of low-cost technologies; This strategy must be based on a radical change in the strategic orientation of the company, where said strategy serves as a basis for knowing where it is at that moment and where it wants to go. The company must be aware that CRM covers all areas of the company, and that it not only adapts to one or two areas, it is generally thought that the sales and marketing area are the ones that need CRM, but it is not. CRM focuses on all departments of the company, since for the product to reach the point,which is the customer, should have gone through each of the areas of the company, and the point is that all areas should focus on the customer.
On the other hand, it is very important to involve all the company's personnel in the implementation of the CRM, from the receptionist to those in charge of technical service, since all employees are the strong potential of the company who generate information from the client, as well It is important to make all staff understand that the customer bases, the information about them and their needs that they collect represent the most important asset for the company. This is one of the main challenges that the company must overcome since employees tend to show a certain degree of resistance to making use of the system, so the first thing to do is change the culture and habits of the company. If it is not possible to change the culture, it is better not to invest in a CRM since it would tend to fail.One way to overcome this challenge is to implement a periodic training program for employees on the tool to make them see that the benefits to be obtained begin to emerge in the medium and long term.
It would be very optimal for a company to appoint a person responsible for the CRM process, so that in this way the person in charge is aware that the tasks are carried out properly, that the process is running properly, to advise personnel when required, to do analysis on the results obtained and that they are evaluating what they have generated with the established goals.
Once it is clear what CRM is and what we need to have to implement it, I will methodologically mention the steps to follow: first of all, we must identify the clients and be able to store all the information of a client without losing anything with The objective of being able to continue with the next step, which is to differentiate clients where they are assigned to a group defined or characterized by common guidelines, either due to the type of need they pose to the company; Another step is to interact with the client, which consists of maintaining contact with clients based on the information on their needs and recording the information obtained as an additional source, such contacts must be made as long as you provide value for the customer,for example with offers that may interest you; finally, the company as such must adapt its product or service to those customers to meet their needs in an even more efficient way.
The main objective of CRM is to establish relationships of trust with customers, listening to them to know their behavior and based on this to be able to satisfy their needs and desires, thus obtaining their loyalty and thereby guaranteeing the future benefits of the company. It is also confirmed that it is more profitable to invest in clients who already have to invest in attracting new clients. And if we have satisfied customers, they will attract new customers, but if the customer is not satisfied, they will recommend the company badly, generating a bad image for the company.
Within the definition of CRM mention that it requires technological investments since these would make it much easier to transform the data obtained into information and later the information to convert it into knowledge. For this, it is necessary to consolidate the corporate databases in a single database called Data Warehouse or Data Mart where all the customer information is found compared to previous models where all the information was dispersed and in different applications and departments. In addition, making this change implies reducing costs one more benefit.
Another very important part that is facilitated with technological tools is the means of communication to maintain contact with the client such as: e-mail, call-centers, the web, among others.
If a company manages to implement a CRM successfully, it would have many benefits such as: it helps to adapt the products or services to its customers who have expressed their preference, which achieves that through the continuous relationship of its customers, they prefer your company, thus obtaining through knowledge that owns your customers to better serve their loyalty and also builds in them a positive bias towards your company, your brand, your products and above all generates a sustainable competitive advantage. On the contrary, if a company decides not to implement CRM, it runs the risk of being below the competition.
Currently, competition between companies is having a lot of relevance, so each company has to implement a good strategy and also adapt technological tools so that it can be one step ahead of the competition or at least be on par, otherwise it runs the risk that the company stagnates and no longer grows and even disappears. As a result of this, the need arose for companies to decide to implement CRM, since their competition is doing it. And it is totally feasible to think about adapting the technology to the company and I support it, but before doing so I propose that the company must have sufficient information about this strategy, it must make an analysis of the requirements and risks that it can run, it must set a goal, and not neglect the main objective that is the client,so that you can be successful by implementing CRM. That is why I previously mentioned the most relevant things to know about CRM and how they can implement it in their company based on the strategy it generates considering the main objective of CRM, which is the customer, who is the one who finally decides who to buy from. or to whom to be faithful. This is where you acquire the difference that distinguishes your company in relation to the service you provide to your customer. In addition, companies must be open to change and not fear it since at any time a new strategy may arise to attract customer attention and it could even be your own company that generates a new way to stand out from the competition, as well as is currently CRM,Since a company in the industry that does not know about CRM will find it very difficult to compete against your company if it is implementing CRM. For this reason, we must be at the forefront in terms of new strategies and new technological tools, which is what the client of a company values most.
Bibliography:
Abad., R. (May 29, 2006). Analyst reflects on Relationship Marketing, CRM and Loyalty. Retrieved on October 19, 2007, from ProQuest: https://millenium.itesm.mx/wamvalidate?url=http%3A%2F%2F0-proquest.umi.com.millenium.itesm.mx%3A80%2Fpqdlink%3Findex % 3D0% 26did% 3D1043545031% 26SrchMode% 3D1% 26sid% 3D1% 26Fmt% 3D3% 26VInst% 3DPROD% 26VType% 3D
PQD & RQT = 309 & VName = PQD & TS = 1193151607 & clientId = 23693
Aceves, MA (2003). CRM'S EXPECTATIONS FOR SUCCESS IN LATIN AMERICA. Recovered on October 19, 2007, from Gestion Polis: http://www.gestiopolis.com/expectativas-de-exito-de-crm-en-latinoamerica/
Albornoz, A. d. (May 11, 2005). CRM: Consumer Relationships Management. Retrieved on October 18, 2007, from BRIEBLOG:
BusinessProjectInnovation. (sf). How to Take Advantage of CRM. Recovered on October 2007, 19, from merk2.
Bank of Madrid. (sf). Caja Madrid, a decided answer by the CRM. Retrieved on October 19, 2007, from The power to know:
Dans, E. (May 7, 2000). CRM, Customer Relationship Management. Retrieved on October 18, 2007, from the Enrique Dans Website: http://profesores.ie.edu/enrique_dans/download/crm.pdf
Dans, E. (May 4, 2002). The management of the client and the pizzas. Retrieved October 19, 2007, from Information Technologies: http://profesores.ie.edu/enrique_dans/download/Pizza.pdf
Dans, E. (May 2001). On fashions and realities: CRM or the new digital marketing. Retrieved October 17, 2007, from Publications: http://profesores.ie.edu/enrique_dans/download/crm-09.pdf
Dans, E. (June 9, 2001). A little CRM on the salad, please. Retrieved October 18, 2007, from the Enrique Dans website:
CRM as a business strategy. (2007). Retrieved October 18, 2007, from Microsoft: http://www.microsoft.com/spain/empresas/soluciones/guia_crm.mspx
Ignacio Pulido, EB (June 3, 2002). CRM, myth or reality? Retrieved on October 19, 2007, from ProQuest: https://millenium.itesm.mx/wamvalidate?url=http%3A%2F%2F0-proquest.umi.com.millenium.itesm.mx%3A80%2Fpqdlink%3Findex % 3D0% 26did% 3D122697691% 26SrchMode% 3D1% 26sid% 3D1% 26Fmt% 3D3% 26VInst% 3DPROD% 26VType% 3D
PQD & RQT = 309 & VName = PQD & TS = 1193151212 & clientId = 23693
Intellia. (sf). CRM elements. Retrieved on October 20, 2007, from Development and design for business use on the Internet: http://www.intellia.com.mx/esp/servicios/crm_elementos.php
Juan Antonio Trespalacios, BA (2006). Commercial distribution strategies: design of the distribution channel and relationship between manufacturer and retailer. Thomson Learning Ibero.
Liz, DC (June 4, 2003). CRM the new paradigm of world trade. Retrieved on October 17, 2007, from Business Women:
Lizarraga, GL (2007). Customer Relationship Management. »It enables us to achieve a competitive advantage«. Retrieved on October 17, 2007, from Monographs: http://www.monografias.com/trabajos11/artpublic/artpublic.shtml
Melo., ML (January 1, 2005). CRM, e-business and Internet, pillars of the company of the future. Retrieved on October 19, 2007, from Communications world: http://www.networkworld.es/archive/crm-ebusiness-e-internet-pilares-de-la-empresa-del-futuro
Microsoft. (sf). CRM as a business strategy. Retrieved on October 18, 2007, from the Center for companies and teachers:
Microsoft. (sf). What Your Business Gains With Customer Relationship Management (CRM) Software. Retrieved on October 19, 2007, from the Center for companies and teachers: http://www.microsoft.com/spain/empresas/temas/impulse_negocio/ventajas_crm.mspx
Microsoft. (sf). Three tools for managing customer information. Retrieved on October 19, 2007, from the Center for companies and teachers: http://www.microsoft.com/spain/empresas/temas/impulse_negocio/herramdamientos-administracion.mspx
Milenium. (2006). Get to know your customers better and increase your sales through CRM solutions. Retrieved on October 19, 2007, from Informática Milenium, SAde CV:
Peppers, D. (August 10, 2006). Why do CRM initiatives fail? What to do about it? Retrieved on October 19, 2007, from the Mexican Marketing Information Center:
Peppers, D. (January 2002). Clients want to work with companies that already know them. Retrieved October 19, 2007, from Master-net: http://www.masterdisseny.com/master-net/claves/00011.php3
Reformation. (March 27, 2000). One to One Manager: Real Life Lessons in Customer Relationship Management. Retrieved on October 17, 2007, from ProQuest: https://millenium.itesm.mx/wamvalidate?url=http%3A%2F%2F0-proquest.umi.com.millenium.itesm.mx%3A80%2Fpqdlink%3Fdid % 3D52011007% 26sid% 3D1% 26Fmt% 3D3% 26clientId% 3D23693% 26RQT% 3D309% 26VName% 3DPQD
Ríos, CS (sf). Success and Failure in CRM and ERP Systems. Retrieved on October 19, 2007, from eESTR @ TEGIA:
Rogers, DP (August 10, 2006). Why do CRM initiatives fail? What to do about it? Retrieved on October 19, 2007, from the Mexican Marketing Information Center:
Ronald S Swift, O. d. (2002). CRM how to improve customer relationships. Prentice Hall PTR.
Sánchez, P. (sf). What happened to the CRM solutions? Retrieved on October 19, 2007, from Contact Forum:
Softwear CRM. (sf). Retrieved on October 19, 2007, from Info Tecnologia:
Customer relationship management solutions according to demand. (2007). Retrieved on October 17, 2007, from SalesForce:
Vargas, JA (July 2003). CREATING A CRM STRATEGY (Part One). Retrieved on October 20, 2007, from GestioPolis:
