Suggested Customer Relationship Management (CRM) Implementation for Businesses


Suggested Customer Relationship Management (CRM) Implementation for Businesses

Jméno a příjmení autora:

Vratislav Kozák

Rok:
2007
Číslo:
4
Klíčová slova:
customer relationship management (CRM), 7 steps, implementation
DOI (& full text):
Anotace:
Plenty of customers and no problems with utilizing production capacity in full mean no pressure to care for customers. The CRM importance is growing with the competition increasing its pres-sure and…více
Plenty of customers and no problems with utilizing production capacity in full mean no pressure to care for customers. The CRM importance is growing with the competition increasing its pres-sure and with difficulties in winning new customers or maintaining existing ones. To understand CRM better is nowadays a standard business management strategy in selecting and guiding the most precious customer relationship.CRM management implementation for businesses is by no means a low-cost affair. Even that more than 50% cases are unsuccessful [8]. The failure is often caused by the wrong assumption that CRM is a software tool guiding all the customer relationship. But CRM is not such a tool. It is supporting software, not a centrepiece.Based on theoretic foundations and many years of my own research of CRM implementation in a specific corporation (Z ELEKTRO), I shall recommend the following 7 steps procedure, after the most important first one is realized.During the 90´s we witnessed something like a revolution in marketing, meeting new approach to the customer theory, using new, better and less expensive IT and new methods for solving cus-tomer relationship. Shortly, this thing called database marketing became relationship marketing, bringing new software solution and finally the CRM, a broader, across- the-board concept. Many experts warn against technology being the main force for CRM implementation. The key for custo-mer relationship is the approach toward the society and structure used for its acceptance. Inability to accept this customer-centric approach the heart of CRM system is a reason why the opinion about this system is often not a positive one.

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