subject: Valuable Characteristics and Sufficient Use of a CRM System [print this page] Valuable Characteristics and Sufficient Use of a CRM System
Valuablecharacteristicof theCRMsystem, isa logicalconnectionintegrated with sales activities.For example- detailson therealized salesofaproduct or group of customers through arbitrarilydefinedperiod,which meanshow a client relates to the company's product portfolio.Veryimportantis theanalysisof why acustomerbuys certain products.Onthis basis, it iseasyto planfuture sales.
SeriousCRMsystemincludestypicalTMSfunctions-salesby region, sales representatives responsible for individual regions, information oncustomersfromthe region, number of visits froma clientin a given region anddetails about them - again based onregions. Detailed information aboutdiscounts offered toindividual customervaluable and quantitative as well as cumulative- from the beginningofaperiod, theyare extremely useful to usersin the field of trade.
Integration with other applications
In CRM systems with advanced functionality typically are set quantitative criteria - budget parameters, as well as the organizing of their measurement, analysis and generalization. Automated calculation of the percentage performance or nonperformance of sales is required, especially for large organizations.From here comes the connection of the CRM system with the system for human resources.Because the data from the CRM system in the part of realized sales is the basis for determining bonuses for the sales department in the company.
CRMsystemsshould beconsideredbroadly.Theyare very similarby theirscope tothe systems for finance management and accounting, to the extentoftheirmodules forAccount Receivable Management (ARM).The mainpartof the claims are related tocustomers. So the informationplatformserving thefinancial and accounting departmentof acompany should serveand the departmentof marketingand sales.
For example,whetherbelongingto theaccountingmodule,or is partofCRM functionality, one of the mandatory reports about clientsisthe so-calledABCanalysis,or in other words information forclientswho do 70/20/10% of sales revenue. In thistype of consultation clients arerankedaccording totheir contribution tosales volume,with optionsfor sorting and grouping by other criteria.Whenparametersare set for the classificationin groups, the migrationof a client from one group to another happens automatically,but in the history must be clearly visiblethe date on which the criterion for moving fromonegroupto another is fulfilled. Thistype ofconsultation- ABCanalysis ofcustomers,iswidely usedin the management of receivables.
The sufficientuse
The successfulCRMsystem providesinformationtomonitorin dynamics, notstatic. Good analysis requirestotrackthe dynamicsina variety ofprocesses - thedynamics of sales, dynamicof collectionofreceivables and so on... Bysummarizing thevariouseconomic and othercustomer information,it's possible to perform mucheasieranalysisforthose which have the potentialto increasesales. Onlywith a properlystructuredinformationit's possible tomanagesuccessfullymarketing andpromotionalexpenses.
