|
The_new_Customer_Relationship_Management_CRM_functions
| The new Customer Relationship Management CRM functions
Publishing Guidelines: You may publish my article in your
newsletter, on your website or in your print publication
provided you include the resource box at the end. Notification
would be appreciated but is not required. The new Customer
Relationship Management CRM functions By J.C.Melo The Customer
Relationship Management CRM system was born because of the need
for a software to analyze customer's data - as for example its
preferences - changing rough data that usually exists in any
customer's database, into important information about the same
customer. That is to say, a new modern sales & marketing tool.
In this first period the data of an online and real-time
accounting & management system was analyzed by this stand-alone
CRM software, and in the following period those accounting &
management systems integrated this initial marketing & sales
functions of a CRM. Soon after, this new accounting & management
system - now integrated with the CRM functions - included a Call
Center system of the last generation with or without a voice
processing system - input and output - through the telephone
system usually so loved by us. Soon after appeared an obvious
question: If the CRM support my customers, why don't change it
to support all the external functions of my company, as for
example my suppliers, distributors, representatives, branches,
affiliated companies, employees's families, etc., each one with
different needs and processings? This is the current Customer
Relationship Management CRM system, for everything concerning
the external world of a company, and consequently its original
name no longer represents its current functions in spite to be
widely used. Today we should split the IT system of a company in
two great sides but in the near future will be only one system:
1. Enterprise Resources Planning ERP, for the internal world of
a company, on which we will write another article in the near
future, 2. Customer Relationship Management CRM, for the
external world of a company. However it's absolutely necessary
to understand that a CRM is not a software package that can be
installed and immediately will be ready to work, but yes a
system that obligatorily should be implemented by IT specialists
together with the whole company in a continuous job, besides to
be adapted to the specific needs of the company. And because the
CRM was not interpreted correctly by a large amount of
companies, recent research showed that 42% of purchased CRM
systems are inoperative for been interpreted as a push-button
software. However if very well designed and installed, a CRM is
a powerful tool for a company to grow on this digital business
Century, certainly surpassing your competition and generating
reasonable ROI Return on Investment.
About the author:
J.C.Melo is a 73-years old IT professional with 54 years of
experience in computer science & technology entrepreneurship. He
was the owner of the first minicomputer factory in South America
and Consultant for the U.S. Government in several contracts. Now
is the CEO of the organization http://mba-open-university.net.
|
|
| |
| |
