Customer Relationship Management, also known as CRM is an integral functional area in today’s complex information system in a company. CRM is a concept for managing relations with customers in terms of active competition, aimed at maximum utilization of the potential of each customer and partner. The main idea of CRM is to provide benefits to both the customer and the company. CRM concept involves regular compilation and analysis of information for each customer, existing or potential: how the customer has reacted to a business proposal; is he/she pleased with the quality of service; does his/her preferences change in time; how accurately the customer fulfills the commitments in the final result; what revenue the customer offers (or could contribute) to the company.
CRM follows up all stages of customer relationships. It notes all the signs of a dangerous deterioration in the relations and gives you the opportunity to retain the client. On the competitive market the costs for attracting new customers generally exceed the costs for retaining an existing customer. CRM concept provides a harmonious blend of active clients of the company and individual approach to each of them. But if the quantity of active customers of the company is great, the full realization of the CRM concept will lead to accumulation of much information which will help in gaining more money for automation. The configuration contains tools for automation of the CRM concept. Functional abilities of the configuration allow the company to successfully manage relationships with customers, vendors, suppliers and many more. CRM contains information about all the actions of signing and execution of transactions, recording all contacts with contractors, both existing and potential.
Configuration allows performing the following: using a personalized approach to the needs and requirements of each customer; storing full contact information for the contractors and their employees, history of the interaction with them; registration of information for providers-conditions of supply of goods, reliability, terms for execution, nomenclature and prices of the supplied goods and materials; automatic reminder to the employees about upcoming contacts with contractors and other events such as birthdays; planning the working time and control over the working plans of the staff; analysis of incomplete and planning of future transactions with customers; registration of any inquiry by a potential customer in the future and analyzing the percentage of clients involved; operational control of the planned contacts and transactions; conducting an integrated analysis of the relationships with clients; conducting an analysis of reasons for failure in the performance of customer orders and number of completed orders; analysis and evaluation of the effectiveness of advertising and marketing activities.
As you can see, the CRM systems can do anything that a company needs in order to succeed and attract new customers.
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