CRM Methodology

7/29/2019 CRM Methodology

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CRM stands for Customer RelationshipManagement.

It is a process or methodology used tolearn more about customers' needs andbehaviours in order to develop strongerrelationships with them.

The most useful way to think about CRM isas a process that will help bring togetherlots of pieces of information aboutcustomers, sales, marketing effectiveness,

responsiveness and market trends


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Application architecture 3 parts

operational - automation to the basicbusiness processes (marketing, sales,service)

analytical - support to analyze customerbehaviour, implements business intelligence

alike technology

co-operational - ensures the contact withcustomers (phone, email, fax, post, in

person)


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Operational CRM means supporting the

so-called "front office" businessprocesses (sales, marketing and service).

Tasks resulting from these processes areforwarded to employees responsible,information necessary for carrying out the

tasks and interfaces to back-endapplications are being provided andactivities with customers are beingdocumented for further reference.


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Operational CRM benefits:

Delivers personalized and efficientmarketing, sales, and service through multi-channel collaboration

Enables a 360-degree view of yourcustomer while you are interacting with him

Sales people and service engineers canaccess complete history of all customerinteraction with your company, regardless

of the touch point .


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In analytical CRM, data gathered withinoperational CRM are analyzed to segmentcustomers or to identify cross- and up-selling

potential.

Data collection and analysis is viewed as acontinuing and iterative process. Ideally,business decisions are refined over time, based

on feedback from earlier analysis anddecisions.

Business Intelligence offers some more

functionality as separate application software.


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Collaborative CRM facilitates interactions with

customers through all channels (personal, letter,fax, phone, web, e-mail) and supports co-ordination of employee teams and channels.

It is a solution that brings people, processes anddata together so companies can better serve andretain their customers.

The data/activities can be structured,unstructured, conversational, and/or transactionalin nature.


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Collaborative CRM benefits:

Enables efficient productive customerinteractions across all communications channels

Enables web collaboration to reduce customerservice costs

Integrates call centers enabling multi-channelpersonal customer interaction

Integrates view of the customer whileinteraction at the transaction level.


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Develop better communication channels

Collect vital data, like customer details and

order histories

Create detailed profiles such as customerpreferences

Deliver instant, company-wide access tocustomer histories

Identify new selling opportunities


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1.Centralized Data

Access one centralized database for a

complete view of all customer interactions,from sales and marketing to customerservice and support.

As your organization grows, this enables allof your employees - whether they areresponding to a billing inquiry or conductingin-person sales calls - to have a complete,up-to-date view of each customer.


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2.Marketing Automation Utilize robust marketing automation tools to

segment customers and prospects, automate

campaign activity scheduling and follow-upactivities and track response rates.

Workflow capabilities for lead routing ensure that

no leads slip through the cracks.

And, revenues can be tied to specific campaigns sothat its easy to analyze campaign ROI to increasemarketing efficiency.


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3. Customer Service and Support Solutions

With Service and Support solutions, your

organization can track and resolve customerquestions, issues and technical support inquiriesfor a high-quality customer experience.

In addition, Web Customer Portals empowercustomers to find the answers they need byallowing them to view, add or edit service andsupport tickets.


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4. Advanced Account and Opportunity Management

While contact management applications may allowfor company or account hierarchies, they do notprovide the ability to track leads from campaign,through the opportunity cycle, to close.

Advanced opportunity management allows for

tracking by probability of close, products, leadsource, status and competitors. In addition,proposals that include products, pricing anddiscounts can be created for each opportunity.


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5. Robust Forecasting and Reporting

Accurate, timely revenue forecasts help sales close moredeals, bring higher profits to the company and alignexpenses with revenue growth.

Forecasting also gives companies critical visibility intofuture product and service demand trends.

With a CRM solution, opportunities can be segmented by

account manager, region or probability of close.

Management can analyze historical trends to gaugeindividual or team effectiveness and guide strategicchanges such as territory realignment or redistributionof marketing spend.


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6. Automated Workflow

Automated workflow enables an organizationto automate business rules and processesacross departments and employees.

Some examples include auto lead captureand distribution, as well as configuring

email workflow, escalation conditions andnotification routing when these conditionsare triggered.


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7. Scalability

CRM solutions for mid-sized organizations

are designed specifically to scale withthe growth and changing businessrequirements of these organizations.

A CRM solution is equipped to handle avariety of scalability factors that affectdatabase performance including number ofusers, records, attachments and documents


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8. Configuration and Customization Capabilities

Contact management solutions are adaptable atthe end-user level and allow for some layoutand database changes; however, CRM solutionsenable organizations to expand and customizedata tables and other areas of the applicationglobally to meet their business needs.

A CRM solution should be able to adapt to yourorganizations unique sales and customerinteraction processes.


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9. Integration

Integration with existing legacy databases,accounting applications and other company-widebusiness management solutions is critical forany organization.

CRM applications provide robust integration toproducts that organizations use every day,providing employees and management with acomplete view of all the customer interactionsfor making more insightful business decisions.


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10. Advanced Security

While sharing knowledge is critical toan organizations success, the securityavailable in a CRM solution allows anorganization to control the fields andviews that various individuals andteams can view and modify.

Documents

CRM Methodology