CRM an organization-wide management model, based on customer satisfaction (or market orientation according to other authors). The closest concept is relational marketing (as used in Spain) and is closely related to other concepts such as: customers, 1×1 marketing, direct database marketing, etc.
When the CRM5 software is separated to manage the business, the management of the life cycle of sales and customers is difficult or impossible. And life cycle management is very important since many companies today interact with the customer long after the sale was made, collaborating with them in engineering on demand (ETO), set up on demand (CTO) or service management processes.
Increasingly the CRM must be extensible to support the planning of business resources functionalities such as engineering, manufacturing, purchasing, finance and service management. Because the company’s CRM – or strategic CRM – is an integral part of the ERP, it provides complete customer information about the project, invoices, inventory, etc.
Software for managing customer relationships in systems to support customer relationship management, sales and marketing, 2 and that are integrated into so-called business management systems (SGE) and that include CRM, ERP, PLM, SCM and SRM .
CRM software can include several features for managing the company’s sales and customers: automation and sales promotion, data warehouse technologies (“data warehouse”) to aggregate transactional information and provide layers of reporting, dashboards and key business indicators, features for monitoring marketing campaigns and managing business opportunities, forecasting capabilities and sales projection.
history data with the company and to improve business relationships with those customers, focusing in particular on their preservation and ultimately on sales growth.
marketing material, and, more recently, the company’s social networks.4 Through the CRM approach and the systems used to facilitate it, companies learn more about their target audience and how to better meet their needs.
CRM as a management model
CRM is a way of thinking and acting of a company towards customers / consumers. From the formation of large corporations, the 1 to 1 contact is lost and any transaction is depersonalized, leaving aside the relationship of the clients with the brand.
The CRM, and especially the Social CRM are born from the need to recover personal ties with customers, especially in the era of Social Networks, where each opinion multiplies virally and significantly affects the brand image. That is why the Social CRM differs from the traditional one by adding the possibility of exchange and conversation with customers.
Through the constant connection and recording of activity information, the company keeps track of each of its contacts. They are provided with information and support, notified of new activations and proposals, and rewarded for producing positive content. This leads to constant feedback, as customers have the possibility to comment and share through social networks such as Facebook and Twitter, which also allow to identify prospects and know their tastes and preferences. Thus the production of content becomes increasingly personalized and relevant, deepening the relationship.
A CRM covers systems that maintain specific data in order to maintain the relationship of customers with the company at all times.