The marketing management office of a company must plan and execute sensible strategies to cultivate and take advantage of such an important resource, as it is the customer for the company.
The goal to which most of the companies aspire, especially in a period in which the globalization makes available in a few click, all the goods and services that a private individual or a company needs, is the loyalty process of customers, meant not only as a source of profit, but also as a means through which the company can potentially enlarge its turnover thanks to the old but always effective system of the world of mouth advertising.
The customers’ database management does not necessary require the use of crm a software, but it is absolutely necessary when you talk about companies and not about professionals and private individuals, which have a small number of customers.
For all the companies which can be defined as market- oriented, the concept of market is not, and cannot be presented, only by the single customer but it is actually a compound of interrelations and relations which develop around the customers and on which the company must count to develop its business on the basis of long-time relationships. For this reason the marketing management office of the company must plan and execute sensible strategies to cultivate and take advantage of such an important resource, as it is the customer for the company.
Customer Relationship Management (CRM) operates according four different criteria, which are the acquisition of potential customers, the increase of the relationships with the customers that are more important for the company, ending then with the transformation of the existing customers in “procurators” which are persons that, as satisfied by the work of the company, speak well of the company to third parties/persons and advise its services/products.
A CRM plan can be divided in three phases which can be done simultaneously, for a customer’s analysis and a development work from scratch, or even separately, in the event that the company has already done some analysis on its customer base; operative CRM schedules the automation of the business processes which comprehend a contact with the customer, while the analytic one schedules the study of the customers’ behavior, in order to profile a detailed report on their tendencies, preferences and behaviors. Collaborative CRM is the use of high-technologies integrated with the common communications media, for a global supervision of the contact with the customer.
What any company should consider first, is not the kind of crm software it should buy, but the planning (which requires time, energies, human and economic resources) of a strategy which could guarantee a considerable ROI and the consolidation of the customers Lifetime value (LTV) towards the company. CRM software indeed are not just informatics devices, but are real software which can be used to implement a marketing strategy.
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