Welcome To Learn CRM - Find out What Makes a Sucessfull CRM Software    

Not a long time ago companies were traditionally focused on selling as much as possible products and services without paying attention to who buys them. Now, in modern companies and financial organizations with a developed branch network and large number of employees, professionals working in the departments of marketing, sales and customer service rarely or never have direct contact with customers. They have no clear idea about their habits, preferences, tastes and desires. Now the reality is quite different. The focus of each company now is the customer. And that’s how it should be.

And if the emphasis was primary on products and services that companies sell, now in the changed business environment the fight for every customer becomes a matter of key importance. Companies, which first focus on individuals, analysis of their behavior and optimization of key indicators measuring the strength in relationships with them, get a strategic advantage over competitors. Moreover, until now companies and organizations measured the results of their work only with financial parameters such as turnover, number of sold products and services, profit margin, cash flow, market share, etc. But now they should focus on parameters measuring the strength of the established customer relationships, not only their current but also their future value for the company, potential, loyalty, satisfaction index, intensity of relationships and service levels. All these parameters are part of the so-called “CRM Success Chain”.

For collecting and analyzing information from all points of access to customers and the development of marketing strategies and action plans implemented by the customer’s interface (the desktop of every employee from each branch that is in contact with customers) most often are used CRM customer-oriented strategies, other systems which can help their achievement and Data Mining analytical techniques that are combination of Machine Learning, Artificial Intelligence, genetic analysis and statistical methods applied to analysis of large amount of data. In this case, they can give us the answer to what motivates the customer’s demand and behavior.

We know that in terms of marketing and management CRM is a customer-oriented culture, managerial philosophy and business strategy, developed on the basis of modern marketing strategies and theories. Its main purpose is:

-to better understand customers, their needs and what motivates their behavior in order to attract new and particularly high-value customers and sell as many products and services to each of them for extended period of time;

-to identify and retain customers who intend to leave and building of loyalty programs (Customer Retention and Loyalty Management);

-segmentation of customers based on analysis of their behavior and targeting resources to those of them who have high future value;

-to improve the overall management of practices with customers;

-integration in CRM of sales, marketing and customer service, with the idea of maximizing sales and reducing the operating costs.