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The level of customer orientation and customer satisfaction varies
significantly between successful and not so successful companies. As a result,
customer management still remains a decisive competitive factor, particularly in
small and medium-sized enterprises. Find out which of today's CRM trends are
already forging the CRM of tomorrow!
From a management issue to a company-wide project
The inclusion of senior management and a direct channel of communication with
the CRM project manager are prerequisites for the successful deployment of CRM.
The right CRM project team is also a key success factor. In future, partners and
suppliers will be aiming to implement even more extensive CRM projects in all
departments and business areas to enable them to make the most of the potential
available. Each individual employee counts. Each employee plays a major part in
the success of a CRM project.
CRM is becoming more intelligent and faster
Today's professional CRM software automatically recognizes differences in
sales behavior and informs you immediately, notifies you of business
opportunities and takes over follow-ups. Multidimensional analyses enriched with
external data mean that you can identify correlations even more quickly,
evaluate sources of data and better uncover development potential.
Integrated CRM as an ongoing improvement process
Many refer to CRM deployment as a CRM project. Deployment is indeed a project
– but then begins the exciting phase of ongoing optimization. Each company must
develop its own CRM model that includes a specific customer orientation strategy.
The customer service that so impressed the customers the previous year becomes
the norm and must be enhanced with new ideas the following year. Customer
value determines the type of interaction
Consistent customer orientation means each customer receives the level of
customer service that corresponds to his or her value: top customers receive the
best service; customers who are on more of budget, on the other hand, do not want to have to pay
for a 24-hour service they do not need. The value of each customer must be
re-determined again and again, because personalized service is essential to a
company's success. CRM helps you determine the value of your customer.
Mobile access to data enables real-time response
Handheld devices such as smartphones and PDAs, together with attractive UMTS
tariffs, mean that you can access company information at any time. In future,
you will be able to access CRM even quicker, anytime, anywhere – using just your voice. The
requested information will then be read out or sent to your handheld as a
presentation. The ability to exchange information between companies will enable
networks to cut their response times even further.
CRM-integrated intranet strengthens customers relationships
Companies that enhance their customer relationship management software with
an information portal are able to use their company knowledge more efficiently.
This is because an intranet not only safeguards knowledge, it also allows it to
be shared. Employees are able to find the information they are looking for more
quickly and are always kept up to date. By expanding an intranet to an extranet,
you will be able to provide your customers with accurate, up-to-date information,
and in doing so, show them your company's professionalism. This way customers
and partners are incorporated even further into the business processes –
improving the quality of customer care and improving your image.
Integrating customer management into any system landscape
A CRM system is a key component of the system landscape and operates over
add-ons – for example, with ERP applications. Add-on modules and specific
functions are combined to make custom-made industry solutions; large amounts of
data are stored centrally.
"CRM manager" will become an established job description
When customer relationship management is a project that encompasses various
departments or subsidiaries, then the responsibilities must be clearly defined.
CRM has already become a permanent fixture in many companies and is generally
run by CRM managers. Experts predict that in the next few years every company
will have an in-house CRM manager.
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