subject: Process of crm [print this page] Process of crm Process of crm
Introduction
CRM combines business process and technology to create a better understanding of customers. Anyone who manages a business must understand the customer relationship management process. CRM process is the systematic determination of the methods by which a project is to be implemented economically and competitively. Process planning is the intermediate stage between project kick off and implementation.
Elements of CRM Process
The CRM process involves four elements.
Correlate This includes series of transaction and interaction that make up a dialog between customer, channel, end user and an organization. Data is collected from all contact points and communications, including outside points of contact.
Combine This element includes mapping and management of interaction points between a customer, channel, end user and an organization.
Cognize The insight gained through capture and analysis of detailed information is used to create continuous learning from the data warehouse and knowledge base that is created, interrogated and analyzed.
Connect The application of insight is used to create relevant interaction or communication with consumers, channels, suppliers and partners that build value relationships.
personnel involved in CRM process
Marketing Director The role of Marketing Director is to coordinate the entire process measured on customer holding, purchase and profitability. The director's role is an important one for the inherent success of CRM. They must have a marketing experience, IT outsourcing, IT knowledge, warehousing, internet technology concepts, data mining technique, customer linking trend, E-channels and statistics.
Marketing Analyst His role is to identify the right customers. The analyst is expected to have a sound business knowledge, industry knowledge and market knowledge that would help in customers identification and segmentation. The marketing analyst would take care of analysis, reporting and predictive modeling.
Segment Managers The Segment Managers are the glue of the team and form the kingpin for the CRM process. Manager handles all types of customers.
Campaign Manager The Campaign Manage. The right offers includes offers, strategy, timing, printed matter, product management, advertising, public relations messaging, interaction, plans and measurements. Campaign manager is responsible for scheme designing, determining campaign strategy, trial marketing and relationship with telemarketing firms.
Channel Manager The Channel Manager coordinates the customer, offer and timing into the channel decision, and ensures that the same offer is communicated and then reinforced across all the enterprises' many "touch points". The channel manager must interact with the call centre, the Internet, the web and the direct or indirect sale force.
Relationship Manager Relationship Manager, is a most important player in the CRM process. He handles the business problems or the business opportunities such as customer retention, customer purchase (acquisition) and customer profitability and determines the communications plans, and rules for engagements.
CRM Project Manager The CRM Project Manager leads and handles the system integration, and packaged software configuration projects for CRM and eCRM business applications. Responsibilities include managing client relationships at all levels of the organization, managing project deliveries within a specified time and budget, and recruiting and managing vendor resource to augment internal project resource.
CRM Technical Consultant CRM Technical Consultant works with project management team to develop and to determine technology platform options, implementation methodologies and shared vendor project teams.
Benefits of CRM process
CRM process helps to originate a powerful new tool for customer retention.
The CRM implementation and success rate purely depend upon the process, which includes the future revenue, customer value, customer retention, customer acquisition and profitability.
It enhances ability to retain loyal and profitable customers and channels for rapid growth of the business project.
It helps to acquire the right customers, based on known characteristics, which drives growth and increased profit margins.
It helps increasing individual customer margins, while offering the right products at the right time.
Conclusion
Customer relationship management as an integral part of the overall business strategy. It is a complex process as it raises a host of challenging business issues that lie at the interface of all over the business. Thus, in this era of increased competition, in order to have proper focus on developing long-term relationships with their customers.
