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Customer relationship management (CRM) places the focus on a company's most
valuable asset: its customers. Alongside high-quality products and services,
today's customer desires personalized communication and first-class service. CRM
is the widely implemented business strategy for managing and nurturing
long-lasting profitable customer relationships. CRM involves identifying what
customers want and then systematically aligning all processes to meet these
demands. CRM projects primarily consist of change management processes and, to a
lesser extent, technology, which supports the introduction and implementation of
customer relation management. A CRM solution stores all customer information
in a central database, which can then be accessed by all members of staff. Each
employee knows exactly what his or her customer's requirements are and is able
to provide customers with professional, precisely tailored service and support.
CRM provides transparency, streamlines processes and generates a pool of
information that can be used by the whole company. This leads to structured
processes in Sales, Marketing, Service and Support, and throughout the whole
company.
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