From customer strategy to a CRM solution |
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From customer strategy to a CRM solution
In an increasingly competitive environment, retaining customers has become essential. To sell more and better, one has to know the market inside and out: who are the customers, what are their needs and expectations and how best to satisfy them? Answering these questions helps companies become more efficient and gain a competitive advantage in retaining customers. CRM, which stands for Customer Relationship Management, addresses those concerns and has thus become a priority for many companies. There are many definitions of CRM, sometimes conflicting, but all concur on one point: to place the customer first. The approach used to implement the CRM Strategy will differ, depending on the industry and each customer's specificities and priorities.
Systematic use of customer data is the starting point -- it allows for a better knowledge of customers, their behavior and the type of relationship they have with the company. Technology becomes a determining factor, to facilitate the collection, storage, sharing and updating of data. Eventhough, a CRM project should not be seen as ‘just’ the implementation of an IT tool; it is a global approach that will impact not only tools, but also policies, processes, and organizations. CRM projects focus on analyzing customer contact channels, evaluating their effectiveness and implementing new ways of working. Our teams help implement successful projects as we draw from our experience in CRM, e-Business & BI projects and apply the following core principles:
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