CRM is increasingly being perfected based on the proper use of new information and communication technologies. It is not a passing fad or something that companies may or may not adopt. The customers of all types of institutions, not sparing their suppliers of goods and services are not connected and the day on these issues.
ICT information and communication technologies are going to dominate the modern world. We all recognize that we are in the age of knowledge; that power is in the hands of the countries, organizations or people that have it and know how to use it for the massive benefit of human beings. Government plans such as the TIC Plan of Colombia initially target four large modular areas:
- ICT for Education, ICT for Justice, ICT for the Government, ICT for competitiveness.
With slight variations, this is what other countries are also doing or are going to do: Improve their competitiveness based on the proper use of these technologies, modernize health and justice and establish citizen communication systems and G2C (Government-citizen) that while reducing the cost of care, improve the quality of service. On the side of private companies, the same thing happens. The interest is to improve the attention of its commercial and administrative procedures, simultaneously improving the quality of the delivery and processing of the information, the supply chain and ultimately the general productivity of the company.
Now, there is something that all government agencies, profit-making or non-profit institutions and private companies have in common: They all have clients. In the specific case of the government, these are called citizens, users, taxpayers, beneficiaries, officials, teachers, patients, providers, pensioners, etc. and in the case of private companies, clients are called passengers, users, subscribers, interested parties, educators, students, students, consumers, diners, tenants, distributors, advisers, etc., at the end of the day CLIENTS.
Los clientes de cualquier institución requieren de servicio. Cada día son más y más exigentes; desean atención personalizada, rapidez, comodidad, evitar desplazamientos, no hacer colas, obtener información inmediata a sus requerimientos. Los clientes de hoy en día formulan preguntas, quejas, reclamaciones y desean saber sobre el estado de sus solicitudes o pedidos. Están enseñados a las nuevas tecnologías de la información.
They prefer comfortably from their home or better from their bed, with a remote control, to see what they are going to buy and that this reaches them through a simple call, at the door of their house (or their bed?). The world changed. Cities became larger, mobility was complicated; overcrowding eliminated the possibility of personalized contacts. But this is where ICTs began to adapt to the new convenience needs of human beings. The internet, cell phones, IPTV are the result of these trends.
The survivors of this age of information and knowledge will see a new world that was never envisioned by any Vernian writer. Perhaps forecasters of future changes like Alvin Tofler saw the horizon.
Our interest is not to delve into the complex problems that pollution and global warming can cause the planet. We start from the assumption that some rational planetary leaders will take the measures in time to stop the use of fossil fuels and the elements that have us on the brink of the abyss.
From that perspective, that is, if the planet is saved and we are still here in 15 or 20 years, the best thing is that from now on we begin to adapt the technologies to the new demands of the clients of all private or public institutions. What is at stake is the survival of companies and products in the coming years. If the planet is saved as we all want, the responsibility within modern companies of the state or of individuals, is to save customers.
Customers will not tolerate us not serving them with the intensity and quality that they expect. They will use ICTs, call it, internet, IPtv, cell phones, vehicles, advanced communication systems. The modern company cannot go the saga; innovation, renewal, research and development of the best practices of modern marketing or CRM is necessary; based on the total satisfaction of customers through the appropriate use of information and communication technologies.
Is your company ready for it? Are you innovating? Does it have a modern contact center system for customer management that uses ICTs and is constantly developing strategies for customer satisfaction based on new technologies.?
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