CRM Customer Relationship Management System

Today, CRM systems are far from on the crest of the IT market, where newer technologies are firmly established, the disadvantage of most of which is their insignificant experience. Unlike them, the CRM concept has been worked out for years, and its use is able to most likely ensure that customers return again. So, despite the lack of a high degree of innovation, companies continue to actively develop and implement CRM, to which they are pushed by the tightening competition.

Classification

Main Article: CRM Systems (Types)

Many aspects of CRM have been around for many years, and most existing CRM systems are born out of systems that have long automated certain aspects of customer engagement. Many of the current "CRM" systems are old SFA (Sales Force Automation), SMS (Sales & Marketing System, Sales Information and Marketing System), CSS (Customer Support System, Customer Service System) and the like, which have added a few new fields and changed the name and positioning. Modern CRM systems are divided into three key areas.

Selecting a CRM Solution

Choosing a CRM solution, as well as choosing any other corporate management strategy, must be approached with maximum care and responsibility. Before deciding to implement a CRM project in the enterprise, senior management must answer a number of questions very clearly, in particular:

• Why the enterprise needs a CRM system
• Whether the business processes in the enterprise and the corporate spirit of the employees are sufficiently satisfactory for the implementation of the CRM system as an ideology and tool for building relationships with the client;
• who will be the key user of the new system;
• What are the actual plans and scale of investments in the CRM project, the timing of implementation and the projected payback periods, taking into account the global and, especially, Russian experience in the IT markets.

Issues Addressed by CRM

Competition in the market is a formidable enemy of any start-up company. With the development of IT, everyone can easily get all the information they need about the benefits of a particular company. Therefore, it becomes more and more difficult to fight for the client. Another problem is that information about the client can be received through different channels. Someone in the old fashioned way uses the phone, someone declares himself through a fax or website, someone makes a personal visit. It becomes necessary to organize the data so that there is no unintended loss of part of the buyer's information. Therefore, many companies are reorienting development strategies from product-oriented to client-oriented marketing concepts.

When using the term CRM, many mean software aimed at establishing relationships with customers. But successful management of such relationships requires a systematic approach. The implementation of CRM provides, in addition to installing software, also the provision of communication, as well as information support and personnel training systems. CRM easily integrates with systems such as SFA, Sales Force Automation, SMS (Sales & Marketing System), CSS (Customer Support System).

Functions

CRM is a system that has customer information at the entrance and information at the exit about how to deal with the company as a whole or its departments, including personnel.

At the initial stage of interaction, information about the client is collected. Data entry into the system is carried out in a way that is convenient for the employee. In addition, this can be done by the client himself, in the case of making a purchase in a virtual store. Both personal information, for example, passport data, age, income, and so on, and information related to the direct interaction of the company and the client are important. To do this, the employee enters the purchase data, finds out the purpose of purchasing the product, the nature of payment, and the customer's preferences.

When you interact with CRM systems, you can place orders. On each subsequent call, the information is to be updated. This is a function of maintaining customer contact history.

The system stores and analyzes data. Client information is stored in a standard form that provides easy access to them.

Next, you may want to export the information. Customer data is available for any business unit in a customized form.

CRM allows you to extrapolate data. This means that the system can answer any question regarding the marketing policy for this client. In addition, the system is able to combine data about several clients, thus creating a target group.

Technologies

The main principle of interaction that is the basis for using CRM is Client-Server. Users access information stored in a centralized database through a web browser. Moreover, these can be both internal and external users in relation to the company. The server includes two applications. These are DBMS for storing and processing information and OLAP tools for analyzing data on-line. ASP Krasnodar (Application Service Provider) is sometimes used to implement the server part. All software required for CRM operation is provided by the vendor and resides on its server. It is accessed by the ordering company on a rental basis. In addition to the software, the service provider provides hardware platforms, network infrastructure and personnel training.

Opportunities for CRM systems

Main Article: CRM Capabilities

The classification is based on the tasks that companies solve during the use of CRM.

Decisions

The global market for CRM systems is very diverse and replete with a large number of companies offering their solutions. Among them are both venerable players who have long established themselves in the market, as well as little-known, as well as many well-known brands that have only relatively recently presented their solution in this segment of software solutions.

The Russian

A complete catalog of CRM solutions and CRM projects in Russia is available at this address.

• 1S-Papyc:CRM Sales Management
• BIT: CRM 8
• Algorithm (Capella)
• "Klient-Communicator"
• "Vespol - Contacts"
• "COMPASS: Marketing and Management"
• RosBusinessSoft CRM +
• Express Contact
• A-Number CRM
• BC:CRM
• BSManager CRM/ERP
• Monitor CRM
• Novalumen SalesBox
• RegionSoft CRM
• FreshOffice CRM
• TeamWox
• Terrasoft CRM
• WinPeak CRM
• On-CRM.ru
• Fogsoft CRM

Foreign

• Oracle Siebel CRM
• Microsoft Dynamics CRM
• SalesLogix
• mySAP CRM
• GoldMine
• Relavis eBusinessStreams
• Siebel eBusiness Industry Applications
• NetSuite CRM
• HansaWorld Enterprise
• Amdocs CRM

See also

Call center

Links

Independent CRM Portal СRM-Daily English-language Wiki about CRM "CRM - Loyalty Business"