CRM tool selection points to improve customer relationships
This time, we will introduce "CRM" that centrally manages customer information and "Points for selecting CRM tools".
What is CRM?
What is CRM in the first place? Many people may have heard more about CRM these days. "CRM (Customer Relationship Management)" refers to a system that focuses on and manages the relationships between customers and companies in products and services, as well as corporate strategies and IT. In some cases, an IT system that specializes in customer relationship management is referred to as CRM, which can be said to mean that IT technology plays an inseparable and important role in this concept of CRM.
In recent years, marketing that, as in the past, if a company provides excellent products and services, it directly leads to attracting customers and sales has become unusable. Excellent products and services are now a basic condition, and what is important is how to deliver that information and make it known to customers. Furthermore, it will be a new challenge to connect information from customers to new customers. Therefore, CRM is a system that manages new customer-centered consumer behavior and marketing to solve these problems.
CRM tool selection points
You can see that CRM is becoming more important as a corporate strategy in this era. Then, when introducing CRM, I will explain at what point the system should be selected.
First of all, it is important to clarify the purpose of introduction. Even if you say CRM, the CRM tools that are suitable for introduction will change depending on where you focus as a company, such as sales support, call centers, and support services.
From the perspective of improving customer relationships, it can be said that communication through contact points (channels) and services with customers should be increased. Changes in customer consumption behavior and customer behavior itself have become more credible and effective as advertising. By introducing a solution that specializes in member management functions and specializes in customer behavior analysis and marketing that leads to consumer behavior, it can be expected to be effective as a CRM.
For long-term systems, it is necessary to consider the budget for installation and maintenance. As for the system construction method, each feature such as an on-premises type system that introduces package software in the company or a service that uses the cloud should be considered. Even if you introduce a CRM system, it will be meaningless unless it is used by almost all employees in the company. In addition, system troubles can occur, so the system support system will be a key point in selection.
Introduction of CRM products
Then, what kind of functions does the CRM system have? Let's focus on about 3 points.
First, it is a CRM system that focuses on sales support. It has the advantage of maximizing the power of the organization as a company and increasing the order rate, rather than making proposals to customers only by individual sales. The technology used there is to centralize customer information and to realize collaboration optimized for each device such as PCs, smartphones, and tablet terminals. We specialize in sales support, and are good at developing prospective customers and managing processes. Data-based analysis such as customer information and case information will support immediate decisions and executions.
Next is the field service CRM system. This is to improve service quality by consistently managing from reception to service provision, mainly for improving customer satisfaction in maintenance services. The point is that the purpose is to seamlessly provide customer information to service staff. It facilitates communication with customers when providing services, reduces the burden on both customers and staff, and contributes to improving the operational efficiency of services.
Finally, it is a CRM system mainly for membership management used in consumer business. This is for companies that provide membership services. It provides functions as the basis for operating membership services, such as My Page, points, and campaigns used by customers. In addition to simply providing membership services, it is possible to realize one-to-one marketing that utilizes customer information collected through the provision of services for marketing, and loyalty management that utilizes membership ranks and stages.
Summary
So far, we have seen the explanation about CRM, the points in introducing it, and what kind of CRM system is available. You can see that each CRM tool has its own characteristics, and the system to be selected varies greatly depending on the purpose of introduction for each company. However, what they all have in common is that they centrally manage customer information and revitalize corporate activities. By effectively utilizing the CRM system, which will have a great impact on solving the problems of each company, I think we will be able to successfully deal with the new consumption behavior of customers in this era.
CRM related solutions
Membership management
Point management
Inquiry management
Inquiry management
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