First, what is CRM?
CRM (Customer Relationship Management) customer relationship management, enterprise use of IT is embedded technology and Internet technologies to achieve the integration of customer marketing, customer is at the core of enterprise marketing management technology and achieve. At present, many media, too many CRM introduced to introduce its technical characteristics, so that readers have a misconception that can be the same as the financial software can be used to buy back, and lose sight of the essence of CRM is actually marketing management is a kind of customer-oriented enterprise marketing management system project.
CRM is the fundamental source of advances in technology, marketing and management evolution but a natural outcome of market competition in the West, business leaders found that the traditional four P at the core sectors of the market by the marketing method has become increasingly unable to achieve marketing goals. And customer relationship management approach in focusing on the key elements of p 4 at the same time, reflected in the marketing system of a combination of various cross-functional, its focus is to win customers. This marketing focus from customer to customer demand for further transfer, and ensure that enterprises maintain the appropriate time, capital and management resources directly focused on these two key tasks. CRM implementation of the new paradigm reflects the traditional marketing to customer management changes.
CRM applications on the importance of long-term customer from enterprise management concepts, this concept that enterprise customers are the most important asset of the enterprise and information support systems must be in the autonomy to the customer with information at the request of the development. The success of autonomy, will have a competitive advantage and improve customer loyalty ultimately improve the company's profit margins.
Second, why the need for a CRM?
Looking at the development of the modern economy, we have entered a new era of business, customers started to become a protagonist, dominate the commercial fate, is reshaping the business model and change our entire industrial structure. They constantly ask us to change the price structure, sales channels, as well as involved, shipped, services. So seize the customer, customer-focused, will become the company's survival and development of the most important things. In economic development, trend, we must focus on customer relations, so that customers can really experience the value of products and services. In the face of fierce competition in the operation of enterprises, market management, sales management, customer service and support, there is a more prominent following aspects:
How to improve sales marketing capability, product sales continue to increase?
How to effectively increase the number of customers, thus enhancing the market share of products and increase market share?
How to control valuable customer resources, and its implementation of effective control, customers avoid non-normal wastage of resources?
How to improve client service capacity, high-performance, fast and accurate customer service, and to effectively improve customer satisfaction?
How to find more valuable customers, and to buy their produce once again?
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The use of advanced information technology tools on customer relations and customer related business management, and further enhance operational efficiency and achieve market, sales and service automation, improve customer satisfaction, has become necessary to gain advantage in competition.