Management of the

relationship with the customer

Customer Relationship
Management (CRM)

Was in early 2000 when a new
concept soon emerged as the
buzzword: CRM (Customer
Relationship Management) or
management of customer
relationships.

Concept "Relationship marketing"


The main objective of CRM is to build
lasting relationships by understanding
individual needs and preferences and thus
add value to the company and the
customer.

Customer Loyalty
=
Greater Economic profit.


3 ESSENTIAL PILLARS

TECHNOLOGY

The CRM technology must be able to obtain
all the information arising from the
relationship with the customer regardless of
the channel where there has been:

E-mail
Sales force
Internet
Phone

Data Warehouse
It is a store where all the internal and
external customer information
available is integrated.

The information is organized
historically and is designed to facilitate
the consultation process oriented to
business needs.

Data Mining
Gets behavior patterns between certain
concepts of customer information.

Among others we anticipate demand,
product portfolio analysis, a simulation of
prices / discounts, a simulation or research
campaigns and segment markets.


PROCESSES

The processes must also be aimed at
meeting with speed, needs of
customers. This means, in most
cases, change, ie, change the way of
doing things in order to improve
service to customers.

HUMAN RESOURCES

The people of the company are, in the
end, the key to any CRM strategy. It is
the part that determines its success or
failure and you can not underestimate.


What are the benefits of
implementing CRM?


Marketing "one to one": Benefits are
based primarily on the fact of customer
oriented and try to have a personalized
treatment.

Needs
Lokes
Preferences
Buying habits

Cycle CMR

Tidy data. The updated database, data
quality.
Larger view of the customer. Last
value of each customer and anticipate
their future value.
Hiring a yonky data. An experienced
data analyst.
Analyze the customer database.

Set objectives and recognize the
restrictions

Automate campaigns Multi-channel
activity. All means of integrated customer
contact in the CRM.

Test, analyze and test again. Control and
improve processes that fail.


Optimize decisions. May we be able to
make decisions for a huge amount of
customer data.

Calculate the return constantly. Like
assign resources to the project must know
the return on investment we get.

'Operationalize' the above. Process
reengineering, technology investment and
hiring specialists.

Example