Objectives of CRM
* Extending delightful customer Service
* Facilitate acquisition of new customers and augment income from customers
* Aid in cross-selling more products
* Betterment of customer communication channels
* Profiling retail customer details
* Endeavoring to meet customer requirements
* Simplifying Sales and Marketing processes
* Running effective Marketing Campaigns
Customer Relationship Management Modules
* Customer Management takes care of profiling customer for the purpose of segmentation, and keeping track of relationships to enable delightful customer service. Customers are mapped to dedicated RMs for a single point contact, which help customer in fulfilling his requirements. CRM helps marketers to monitor customer management centrally. CRM acts as a repository for all customer relationships as well as interactions. Based on the buying patterns, business intelligence tools and techniques are used to forge multiple relationships. Analysis of customer buying behavior provides customer inclination for offers and/or trigger in buying new products. CRM equips Relationship Managers with an insight to offer suitable products and services.
* Lead Management is efficient use of resources in lead generation for prospects and facilitate recording leads in CRM. Database of the existing customers should also facilitate resources in generation of leads. Subsequently, lead generated gets automatically assigned to the sales resources of different verticals for conversion. CRM builds an escalation mechanism for monitoring conversion/closure process of leads. Depending upon lead conversion or not getting converted, lead status gets updated in Lead management module with details of relationship forged, if any.
* Service Management enables round-the-clock facility for raising service requests, lodge complains, and query management. It also tracks and monitors customer interaction quality, call volumes, website hits and other areas of concern. Setting Turn-Around-Time (TAT) is vital aspect of CRM for resolution of service requests/query/complains. Since CRM integrates all relationships of the customer, it provides resources with cross-selling opportunity. CRM also provides uniformity across the organisation wherever customer visits for availing services. Database of customers help organisation carry out marketing research on the existing products as well as feedback through various communication channels on new products to be developed in future. Multiple systems viz emails, website, SMSes, twitter, blogs etc used for customer feedback, queries, complains are integrated for quick resolution. CRM helps in customer authentication, uploading bulk service requests like MIS generation, customer attrition analysis to ensure customer retention.
Keep watching this space for more information on CRM!
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