Customer Relationship Management: Basic Principles

Relatively recently in the economic sector wasspread manual labor. Over time, it was replaced by mass production, in which the share of human participation has declined significantly. Along with this, the deficit was eliminated, many products became available. With the development of society, the needs of its members are changing. Today, in particular, buyers seek to purchase things that are not like others. At the same time, many are willing to overpay for a unique product. Modern business is impossible to imagine without customers. In fact, they act as the second key component of the success of the enterprise after the uniqueness of the offer. In this regard, the customer relationship management system is of particular importance. Consider it in more detail.

Relevance of the issue

To establish mutually beneficial relationships withconsumers, the company needs to develop two main areas. First of all, you should organize your production so that it can be reoriented depending on the backlash from the purchaser of the product. Secondly, it is necessary to develop a system for the exchange of information with the consumer and partners. In a period of competition, product quality is about the same for all manufacturers. In such conditions, the rate of profit of the enterprise decreases. The only way to stay on the market is the development of an individual offer for each consumer.

A modern solution

Currently, the system is widespread.customer relationship management. The consumer in this case is perceived in a broad sense. It acts not only directly to the end user of the product. The abbreviation for customer relationship management is in English as Customer Relationship Management. This model is aimed at building a sustainable business relationship with the consumer. It acts as a business strategy for enterprises. The core of it is an approach focused on meeting the individual needs of the consumer.

Features of occurrence

The concept of a relationship management systemcustomers (CRM systems) was introduced by marketing experts. This model began to act as a technology focused on the consumer. Work with customer relationship management systems is aimed at increasing the profitability of the buyer, his profitability, increasing the period of his loyalty and so on. It is based on advanced information technologies with which the company collects data about its customers. The company extracts the necessary information and applies it in the interests of the business by building mutually beneficial cooperation.

Specificity

At the technology level, the customer relationship management system is a set of programs through which such important operations as:

1. Sale of goods and services.
2. Service, warranty and service including.
3. Marketing.

In addition, the relationship management systemwith customers allows you to explore consumer behavior. The received conclusions are applied by the management and managers of the enterprise when planning future activities.

Analysis of customer relationship management systems

How does this model work?Generally speaking, the customer relationship management system is a special program that tracks the history of the company’s interaction with consumers. The input data is all information about the buyer and his actions (gender, age, purpose of acquisition, method of payment, income) and the product purchased. All this information is obtained from various sources. These can be emails, questionnaires, personal conversations. The output is data on how to adjust the company's activities to improve interaction with the subject. This information may be general, and it must be considered when developing or changing the concept or it may be sent to a specific employee.

Model tasks

Currently significantimproved models, but the evolution of customer relationship management systems has not yet ended. Meanwhile, there are several tasks that can be solved by any program:

1. Collection of information. Information can be added automatically or manually entered by the worker.
2. Storage and data processing. The information obtained is systematized and distributed into specific groups.
3. Transfer of information to employees. The processed information must have availablefor understanding the look. It is necessary for employees to analyze and develop relevant concepts. For convenience, information is provided in graphs, tables. In some cases, the program itself issues some recommendations.

Practical use

The integrated system helps to ensurecoordination of activities of different departments of the enterprise. The program provides all employees with a common platform for interacting with consumers. The main purpose of the system in this case is to ensure the coordinated work of the service, marketing, and sales departments. Often they act separately from each other. Moreover, their ideas about customers, as a rule, do not coincide. If we consider the importance of systems from the point of view of enterprise management, the effect of their implementation is manifested in the transfer of the decision-making process to lower levels through automation. Accordingly, it helps to increase the speed of response to requests, accelerate the turnover of funds and reduce costs. The use of systems in practice increases the competitiveness of the company, increases profits.

Primary users

CRM systems are especially relevant for smallcompanies operating in highly competitive markets. In such situations, priority is given not to price superiority, but to a high level of management. Competitive struggle is won by those companies which completely master CRM-systems. The program is also in demand for economic entities with a network of small customers. Exploring the preferences of customers, it is possible to predict the demand for a particular product in a particular price segment. Accordingly, it is possible to plan the effectiveness of the product to market. Demand management systems service companies. Managers of such enterprises can control the wear and tear of equipment that the client has, and the need for maintenance and repair, frequent breakdowns and defects. Based on customer preferences, service companies offer updated equipment.

Conclusion

Using a system for managing interactions withcustomers, an enterprise can gain a significant competitive advantage in comparison with other companies in its market segment. The program allows you to develop a specific offer for a specific customer. In this case, the data about its needs is summarized in an automated mode. Management systems can be used by any enterprise, regardless of its field of activity.