What is CRM? – the update definition
Customer Relationship Management (CRM) refers to a conscious and consistent orientation toward the customer as the core of entrepreneurial success. Today, the holistic view of the customer, even across department boundaries, generally assumes IT support in the form of CRM systems. These systems
- bundle information about the customer to create well-founded histories,
- automate customer-relevant processes,
- and provide insights on the basis of analyses.
CRM is more than just software
A successful CRM strategy always depends on a corporate philosophy that is oriented toward customer satisfaction and customer loyalty – and it lives from the fact that the employees stand behind the notion of service.
A CRM system generally supports various corporate areas such as Sales, Marketing, and Service. Its classic functionalities include, among others,
- the management of contacts and appointments,
- campaign and event management,
- offer creation,
- opportunity management (sales opportunities),
- call planning,
- and complaint management.
The reporting functionality of operative CRM systems is complemented by analytic CRM, with which customer-relevant data can be used deeply and evaluated, for example for planning and predictions. Frequently, there is integration with other corporate systems (such as ERP) – an important prerequisite for continuous processes. A CRM system should be designed to be as industry-specific as possible in order to include typical processes even in the standard version.
New ways: Social CRM und Mobile CRM
Newer approaches in Customer Relationship Management include social CRM and mobile CRM. Modern CRM systems incorporate not only all traditional communication channels such as telephone, letter, fax, and e-mail; they also include the Web with social networks, blogs, and forums. Social CRM thus becomes the integrated cornerstone of a CRM application. Another trend is towards mobile CRM solutions. Mobile CRM allows access to customer-relevant data via smartphones, iPhone, iPad, BlackBerry, Android devices, and tablet PCs from anywhere in the world, and especially for the sales force and in the Service department, it forms the basis for continuous processes.
update CRM: Your benefits and more about CRM processes
Industry know-how and specialization in all areas are key to our corporate philosophy at all stages: from product development to customer care. We support the unique requirements of each industry with preconfigured solutions for: