Customer relationship management (eng. Customer Relationship Management, CRM) is a form of business strategy in which the customer is always in the first place, in the focus of all business events. CRM also means aligning business processes, organizational structure and company culture, so as to ensure that in all contacts with customers their needs are met and business benefits and profits are achieved. A good and long lasting relationship with customers is very important for any business. CRM is not only about winning new customers, but also taking care of the existing ones. Market competition requires a rapid response and a good knowledge of the user.
Every user can be satisfied, but the question is whether it is possible to do so, in a cost-effective manner. Finding the answer to this question is the essence of CRM. To manage customer relationships, data and information on existing and potential customers are required, which will be used in special sales methods and marketing projects. The best results are obtained when the ERP system has a CRM tool, thus saving time re-entering known data and input new. Output data that are the result of CRM are used as strategic benchmarks in future business strategies. The ultimate goal is to create additional value in the life cycle of a business relationship. This goal demands continuous refinement and improvement of the CRM concept and continuous training of employees.
The main characteristics of CRM solutions are
- Sales process management and sales opportunities
- Project management and work orders
- Customer support
- E-mail Integration
- Reports and monitoring of business processes
- Managing users and teams
- Archiving and searching complete business documentation