Customer relationship management (CRM or Customer Relationship Management) is customer-driven management, a business approach that is characterized by the active creation and maintenance of long-lasting relationships with customers. These relationships must be beneficial to both the customer and the company (so-called two winners), which eliminates unethical behavior towards customers.

In a very simplified way, CRM is sometimes considered as a database technology supported by the process of collecting, processing, and utilizing information about the company's customers. It enables to understand, understand and anticipate customers' needs, wishes and buying habits and promotes mutual communication between the company and its customers. Like CRM in a conveyed sense, it also refers to the software, hardware, and personal equipment of a company that performs these functios.

CRM is an approach to identify, acquire and retain a customer. Allows organizations to manage and match customer interactions. CRM helps businesses increase the value of each interaction and thereby achieve better economic results.

Today's organizations must drive interactions with customers across multiple channels - including the web, call centers, field vendors, and dealers or partner sales networks. Many companies also have several business areas sharing the same customers. The challenge is to provide customers with an easy way to trade with the organization, in any way, at any time, through a selected communication channel, in any language and in any currency. It is necessary to keep the customer feeling that he is a partner of a unified organization that recognizes it at any time and place. The benefits of CRM are clear: streamlining processes and providing merchants, marketing and company management with better, more detailed customer information. CRM helps businesses create a more profitable customer relationship and reduce operating costs.

Built-in workflow can relieve your dealers from bureaucratic tasks that are important to your business. Time-consuming tasks can be automated, the workflow can inform traders about newly arrived orders, the need to re-close out contracts, or wish the customer to have their birthday.

Business organizations can shorten the sales cycle and increase key performance indicators such as revenue per sales agent, average order size, and revenue per customer. Marketing organizations can increase their response to campaigns and marketing-driven revenue while lowering the cost of acquiring (acquiring) the customer. Service companies can increase customer service productivity and customer loyalty while reducing service costs, response time and time to customer satisfaction. In all sectors, effective CRM is a strategic necessity for growth and survival. Research has shown that companies that create satisfied and loyal customers have more recurring deals, lower acquisition costs for new customers, and a stronger brand. All this is transforming into better financial performance.

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