CRM for Dummies
Customer relationship management is a process that continually aims to improve the company's knowledge about their customer. By collecting the right information, the company manages to analyze needed information to create a more practical approach towards their consumers. The CRM usage process is divided into four Phases (figure below). The most significant aspect of this process is the continuous creation of information knowledge about the consumers. This is done to successfully meet the customer needs and also for achieving company goals and profitability.
Information Detection
This procedure permits the company to process and analyze gathered customer information that facilitated the firm's identification of particular market opportunities. To make this process as efficient as possible, the company needs to store all information in a central customer database. The centralization of customer data provides the firm with the ability to analyze complex relationships better. This usually leads to a more stable relationship that enables the company to target the client's individual needs.
Market Planning
During market planning phase, the firm creates a strategic communication plan or program that are based on the knowledge that was produced in the previous step. This plan often defines processes like special offerings, sales channels, and schedules.
Customer interface
The client interface phase enables the firm to go live with the decisions made in the market planning stage. This activity should allow the companies to find out and map how and where the customer interactions occurs, what the customers buy and what kind of technology they prefer to use.
Analysis and modification
In this phase, the firm should comprehend the customer dialog by gathering and analyzing the data received from customer interactions. This will thereafter be refined to become a more improved communication plan for future activities.
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