Customer relationship management and information technology pdf

customer relationship management and information technology pdf

In the mid 90's, systems of customer relationship management (CRM) spread like wildfire customer loyalty, superior service, superior information gathering and be part of this system and how much technology that should be entangled to it. Customer Relationship Management, Technology and Service Quality . 6 . .. Figure Information Technology-based Service Quality Model Retrived from hptt:// Newell, F. (). This approach is made possible by advances in information technology. Remember that CRM is an abbreviation for Customer Relationship.

customer relationship management and information technology pdf

The key to success is to be flexible without compromising too much. Custom software For the ultimate in tailored CRM solutions, consultants and software engineers will customise or create a CRM system and integrate it with your existing software.

The Role of Technology in CRM | Bizfluent

However, this can be expensive and time consuming. If you choose this option, make sure you carefully specify exactly what you want. This will usually be the most expensive option and costs will vary depending on what your software designer quotes. Managed solutions A half-way house between custom and outsourced solutions, this involves renting a customised suite of CRM applications as a tailored package.

This can be cost effective but it may mean that you have to compromise in terms of functionality. How to implement CRM The implementation of a customer relationship management CRM solution is best treated as a six-stage process, moving from collecting information about your customers and processing it to using that information to improve your marketing and the customer experience.

Customer relationship management

Stage 1 - Collecting information The priority should be to capture the information you need to identify your customers and categorise their behaviour. Those businesses with a website and online customer service have an advantage as customers can enter and maintain their own details when they buy.

Stage 2 - Storing information The most effective way to store and manage your customer information is in a relational database - a centralised customer database that will allow you to run all your systems from the same source, ensuring that everyone uses up-to-date information. Stage 3 - Accessing information With information collected and stored centrally, the next stage is to make this information available to staff in the most useful format.

Stage 4 - Analysing customer behaviour Using data mining tools in spreadsheet programs, which analyse data to identify patterns or relationships, you can begin to profile customers and develop sales strategies.

customer relationship management and information technology pdf

Stage 5 - Marketing more effectively Many businesses find that a small percentage of their customers generate a high percentage of their profits. Using CRM to gain a better understanding of your customers' needs, desires and self-perception, you can reward and target your most valuable customers.

Stage 6 - Enhancing the customer experience Just as a small group of customers are the most profitable, a small number of complaining customers often take up a disproportionate amount of staff time. If their problems can be identified and resolved quickly, your staff will have more time for other customers. Potential drawbacks of CRM There are several reasons why implementing a customer relationship management CRM solution might not have the desired results. There could be a lack of commitment from people within the company to the implementation of a CRM solution.

Adapting to a customer-focused approach may require a cultural change.

Customer relationship management

There is a danger that relationships with customers will break down somewhere along the line, unless everyone in the business is committed to viewing their operations from the customers' perspective.

The result is customer dissatisfaction and eventual loss of revenue. Poor communication can prevent buy-in. In order to make CRM work, all the relevant people in your business must know what information you need and how to use it. Weak leadership could cause problems for any CRM implementation plan. The onus is on management to lead by example and push for a customer focus on every project.

Introduction to CRM - Customer Relationship Management Systems - Class

If a proposed plan isn't right for your customers, don't do it. Send your teams back to the drawing board to come up with a solution that will work. Trying to implement CRM as a complete solution in one go is a tempting but risky strategy.

It is better to break your CRM project down into manageable pieces by setting up pilot programs and short-term milestones. Consider starting with a pilot project that incorporates all the necessary departments and groups but is small and flexible enough to allow adjustments along the way. Don't underestimate how much data you will require, and make sure that you can expand your systems if necessary. You need to carefully consider what data is collected and stored to ensure that only useful data is kept.

  • There was a problem providing the content you requested
  • The Role of Technology in CRM

Avoid adopting rigid rules which cannot be changed. Rules should be flexible to allow the needs of individual customers to be met. Therefore it is vital to choose your supplier carefully. Making the wrong choice could be expensive and even jeopardise your business. Before implementing a solution based on CRM technology, you might want to ask any potential suppliers the following questions: How long has the supplier been established? What are the specific costs associated with the product, i.

Does the supplier offer any form of evaluation software so that you can try before you buy? Given the increased need for flexibility and access to more information, contact management systems evolved into sales force automation SFA and SFA eventually evolved into CRM.

This was all in a effort to not only make a sale, but to keep customers engaged and buying new products and services. Technology is pervasive from the basic user-friendly interface to complex back-end database and knowledge management systems.

Massive databases are the heart of any CRM system.

customer relationship management and information technology pdf

Data is collected from multiple sources ranging from data entry from customer service personnel to online data collection forms made available to the customer via a web browser. Sales executives or customer service personnel can access this data via the worldwide web, an extranet relationship with a corporate partners or an internal corporate intranet.

Given the rise of PDAs and smartphones, many companies offer CRM mobile applications to sales executives in the field. Technology Components CRM applications has three primary technology components that are referred to as customer touch points, applications, and data stores. Customer touch points are the primary human interface with customers. This is the beginning of the sales process.

Sales people or customer service personnel communicate with the customer and input data into the system. Or, with the web, this interface could be through an online form where the customer is asking for more information. Applications is the software interface between the customer touch points and corporate databases.

customer relationship management and information technology pdf