Most companies design their internal processes and customer operations from the “inside-out”, paying special attention to the efficiency and automation of those processes. Other companies continue to focus almost exclusively on their product.
A customer-centric management model starts by looking at the entire buying process from the customer’s perspective.
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At Buljan & Partners Consulting we can help you analyze the response time and the level of focus on finding real solutions for customers. Together with our clients, we ask ourselves if we’ve really understood the customer’s needs, we ask what happens before, during and after making a purchase decision and we also ask what things matter most to customers when interacting with your company.
We analyze how best to align technology that can support you during the key moments of contact with customers so that their experience as customers is even better.
The implementation of CRM processes
The implementation of CRM processes is increasingly important for the growth of companies. There are many organizations that haven’t clearly defined the functions of employees or departments in the overall process. For this reason it’s very important to have a specific management system focused on the relationship between company and customer with standard modules that provide a solid structure on which to create processes and guidelines.
Details of processes must be worked out in detail before implementing any CRM system. These details would very likely include an analysis of the company’s current situation, its objectives, results, requirements, a clear definition of its internal and external customers, its information management systems, the level of communication between departments, existing computing systems and any new technology it uses.
The implementation of CRM processes must involve the whole company, especially during the initial phases where all the different participants are going to be involved. Establishing the relationship marketing management model is vital in terms of the method of contact, the information that will be put into the system and the variables that will be considered to obtain the best possible quality of information about your customers.
Proper implementation of a CRM system requires investment, resources and a process that will maintain the system over a period of time. This approach will result in an increase in customers, who will be more satisfied with the way they have been treated. Implementing a CRM system is therefore much more than just buying “new” and “promising” software off the shelf and going live as soon as possible.
Companies need to be wary of IT systems that promise to solve CRM problems when they aren’t capable of doing so. Otherwise, the investment in an off-the-shelf “solution” will not provide the return promised and the roll-out of such a system will cause significant disruption to both the company and customers alike.
Care should be taken when considering offers in the market place as some systems promise to “solve” problems without having the necessary characteristics to do so. That’s why it’s important to choose carefully in order to avoid making a bad investment as well as the frustration involved trying to get it to work.
It’s important that the system one selects clearly supports the points of interaction that are important to the customer and that it is easy for the employee to develop and implement so a better relationship can be created between the company and the customer.
The information held about your customers is relevant for the entire organization and should not be limited to the department that has direct contact with customers. Implementing an integrated management system that gathers precise information about customers and keeps the data where it can be accessed by everyone, will certainly help your company get closer to its customers and offer them a much better service.
A good CRM system will allow a better exchange of information with customers and will provide an overview of the customer-company relationship. With this information, the company can cultivate a better relationship that it is consistent and longer-lasting.
CRM processes are helping lots of companies at the moment, which is why more and more of them are interested in CRM solutions and looking for technology that will satisfy their customers, increase customer loyalty and reduce the costs of adapting to the changes demanded by the market and the competition.