SalbaVivas December 2014. Workflow

Is the customer always right? ... CRM, the customer is the reason.

Through the CEEI, and free of charge, as it usually dominates in our SalbaVivas section, we have been fortunate to have a more than successful approach to CRM through 2 training sessions and 2 personalized tutoring.

It has become clear to us that CRM is a business strategy, rather than an IT tool whose principles are “the customer, then the customer and to finish the customer,... without forgetting the customer”.

In this post we have tried to summarize the 7 main conclusions we have reached; if you are interested, we invite you to learn more in the final links.

1. CRM helps us analyze what customers we have, improve their experience with our companies and select which are profitable (economically, solvency, added value, etc...) or are really interesting to us and then maximize their demand potential via their satisfaction.
2. CRM involves personalization or individual treatment compared to generality or standard treatment.
3. CRM is a business model in itself that affects all the phases, processes, departments and people that make up a company (it is not the assets or competence of departments such as sales or marketing). For this reason, it is a common platform that everyone must bet on and nurture it (customer knowledge structure with centralized and shared information where customer satisfaction and knowledge is a challenge shared by all members of the company).
4. CRM objectively manages, measures and maximizes relationship, profitability, commercial potential, knowledge and customer satisfaction.
5. CRM represents a competitive advantage and at the same time an effort on the part of the entire company, so it is essential that it be a shared and global commitment.
6. CRM is a business strategy focused on the customer and not on the product, in which the premise is to meet and exceed customer expectations to maximize customer profitability.
7. And not least, a valid solution to “Business Pains”.

CRM is based on a business strategy focused on the customer and addressed by all the people who make up the company, which promotes customer knowledge and promotes excellence, and therefore represents a clear competitive advantage.

Next step to CRM? ... The RP?

Rating: 7.50 out of 10

References and Sources: CEEI (ilopez@ceeialbacete.com) and Mª Carmen Romero Cañizares (mcromero@ono.com)

References:

Customer Relationship Management Workshop

Article Customer Management in Spain

Sources:

CEEI (ilopez@ceeialbacete.com)

Mª Carmen Romero Canizares (mcromero@ono.com)