As part of my course I have taken unit called CRM Systems. I am totally new in this area from technological aspect and deep understanding of CRM. so I started reading from scratch.
First of all I went through different websites, wiki, vendors like SAP, and forum such as ITtoolbox and my unit lecture slide. Now I could not find a single most comprehensive ans for the Q like What is CRM?
My Lecture slide says it is a strategy for getting and retaining "Profitable" customers. But when I looked at the case study: Get Inside the lives of your customers from Harvard Business Review I think three companies (they have taken case studies for three different companies) understand CRM as a tool to manage relationship with customers, They have developed customer based scenario to make their CRM philosophy successful. And based on reading I think to be more successful in Customer Relationships and Management of it; Company's Superiors must put their best efforts. In all cases CEO or superior level was behind the success of CRM. From SAP AG, 2001 Analytical CRM: White Paper I also discovered companies not see CRM as a strategy for getting and retaining "Profitable" customers. But actually see it as a fundamental philosophy to provide successful management in customer relationships.
From my point of view: CRM: Customer Relationship Management: It involves main three pillars; Customer; Now here we are considering customer as a whole customer; There are no categories, levels of customers like Profitable; Unprofitable, bad or good customers. Relationships. Now Being in a business sometimes company becomes customer (service receiver) or Provider. So relationships are much more important, not only for business but at personal and social level also. Management: You as a person and Company as a whole have to manage relationships while performing role of Customers or providers. In short CRM means it is the reaction of company (company's goal, aim and future direction) in response to customers preferences and opinions. Company which learns and adopts it quickly will be at higher level.
I do not know whether you agree or not with my views but please feel free to refine or guide me at any stage of this lovely CRM journey.
2 comments:
Hi,
Great posts. I don't think, though, that the two different definitions you talk about are incompatible - just different ways of saying the same thing. Yes, CRM is most obviously about managing customer relationships (ie. the relationship between the organisation and its customers). However, for any profit-driven enterprise (ie. most organisations, arguably even including non-profits), management of that relationship is done with a view to making customers more profitable for the organisation.
Regards,
Rob.
Hi,
in my opinion, CRM is more like a methodology, and of course combined with tools, for a company to gather information about the variation of their customers (i.e age, gender, products their purchased, etc.) so that the company can then decide the best strategies for each variation to give better service/relationship to its customer. For a profit-driven enterprise, like rob said, they can eventualy gain more profit from their customers who feel comfortable doing business with them. CMIIW
by the way, im writing similar topics (since we take the same subject :D) for my blog at this moment and hopefully can be publised later this night.
cheers,
Setiawan
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