subject: What Does It Take To Manage Customer Relations In It Company Successfully? [print this page] Abstract. This paper covers one of the most important issues in formation and prosperous functioning of an IT company problem of choosing the best fitting and result oriented customer relationship strategy.
Customer relationship management is usually understood as an information industry term for methodologies, strategies, tactics, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. But there are as well many other successful tactics and attitudes that entrepreneurs apply nowadays while building their relationships with customers. Inthis article we will try to make accent on them.
Introduction.
In this paper a process of choosing a successful customer relationship management model is a clue point. The article opens up the difficulties and pitfulls awaiting an entrepreneur who is starting new business or seeks improvement in his current cusromer relations situation. This topic is getting more and more essential while the competition on IT market grows rapidly and it takes a lot of effort and smart decisions to keep track of things and manage relations with customers on the highest level. The overall goals are to find, attract, and win new clients; nurture and retain those the company already has; entice former clients back into the fold; and reduce the costs of marketing and client service. Measuring and valuing customer relationships is critical to implementing any strategy.
The purpose of the article.
Customer relationship management system is usually seen only as technology, as software which only has to be downloaded and learnt the usage. So, its a system companies use to understand their customer groups and respond quicklyand at times, instantlyto shifting customer desires. CRM technology allows firms to collect and manage large amounts of customer data and then carry out strategies based on that information. Data collected through focused CRM initiatives help firms solve specific problems throughout their customer relationship cyclethe chain of activities from the initial targeting of customers to efforts to win them back for more. CRM data also provide companies with important new insights into customers' needs and behaviors, allowing them to tailor products to targeted customer segments. Information gathered through CRM programs often generates solutions to problems outside a company's marketing functions, such as supply chain management and new product development. But we see the whole process a bit differently.
How we see it
What are customer relationships: best strategies and tools.
CRM for us is NOT just a technology, is NOT just a software. Its NOT even a set of products. Customer Relationship Management is a concept and business strategy intended for building a sustainable business, the core of which is customer-centered approach.
This strategy is based on the use of advanced management team which with the help of information technology, gathers information about its customers at all stages of its life cycle (attraction, retention and loyalty), draws knowledge from it and uses this knowledge to grow business by building mutually beneficial relationships with customers.
The result of applying the strategy is the raise of competitiveness of the company and increase of profits, as well as well-formed relationships based on personal approach to each client. This can attract new customers and help keep the old ones.Customer relationship management teams are needed in the highly competitive market, where the focus is the customer.
So, from our point of view, CRM is a philosophy and a business strategy, only supported by a technology platform, but ruled by talented people who have enough inspiration, enthusiasm and and energy to build step by step and then sustain mutually beneficial relationships with customers in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation.
CRM software) VS sales/customer relations person.
Many CRM software and/or service packages exist to help companies manage the customer relationship process. In fact, salespeople tend to think of these computer programs as the be-all and end-all of CRM. But CRM has existed for much longer than the computer in fact, it has been around in one form or another for as long as people have been buying and selling. Computers have greatly enhanced the customer relationship management process because the key to a good CRM is uncovering and storing information about customers. The more a company knows about its customers, the better it can manage those relationships.
With a typical CRM program, new leads are entered into the program's database and salespeople add notes throughout the sales cycle. It's then easy for a company to compile reports from this data that help it to design a CRM strategy that's tailored to its customers. The CRM software can also automatically send out emails to individual customers as designated by someone. The establishment of such relations can be possible if there are gifted and eager managers in IT company. To keep relationships with clients strong, personal communication skills, abilities and professionalism of a customer relations manager is all that really matters. Because salespeople are often the 'face' of the company, theirs is an important role in any CRM strategy. Frequently a customer who runs into a technical problem will phone her salesperson instead of calling up the customer service team. She already knows her salesperson and probably has good feelings about him, or she wouldn't have bought the product from him. It's safer and easier to reach out to someone she knows than to try to explain her problems to a stranger. So even after the sale is complete, salespeople often continue to speak with customers on a regular basis.
3.What personal and professional traits are significant in the job of a customer relationship manager?
In highly competitive IT business world many companies pull up a question about customer relashionships and its strategies. Such business owners depend on long-standing customers and cannot sell products and services unless they have clients. They also know that it costs more money and resources to gain a client than it does to satisfy a current client. As such, many businesses employ client relations managers.
And our company is not an exception in this regard. At some point we realized that its impossible to provide professional support of existing customers and effectively find new ones without a customer relations manager and his/her professional tricks.
The term of a "client relations manager" is as usual primarily defined by the industry we work in and the company itself. Yet, at the core of the definition is the recognition that a company's customers are a primary focus. Increasingly, companies are dedicating staff to maintaining and building relations with current clients.
A client relations manager is responsible for maintaining close communications with the client and ensuring the continued use of the company's products or services. She/he must be available 24/7 and should take a proactive approach. The goal is to forge a strong and long-lasting relationship.
Lets talk about which personal and professional traits a customer relationship manager must possess and what are his main and at most significant responsibilities. Understanding of these points will help in selection of the best resources for your business.
Proceding to the personal traits
Communicative. Communication is key to every aspect of customer relations and service. The customer should have a good idea of what is going on with the business, what sales or discounts are available, what the new products are and so forth. Therefore, you should communicate with your customers, whether through fliers, letters or advertisements. Speak with your customers as they enter and leave your business. Ask for their opinions about the service provided and what they see could use improvements. Have the customer complete surveys and evaluations of service and then use the information to improve. The customers' opinions are important because they are the ones who use your services and drive your sales.
Responsible. Customer relations manager is the first person a client usually gets to know from the company. He is the face and main representative of the company and opinion about him/her automatically transferres into a general opinion and image of the company.
Always in touch with a customer (reachable at all times). Must be available at all times and ready to answer any questions about anything a client needs to know.
Dependable and trustworthy person. A dependable manager is someone who always shows up to work on time, doesn't slack off on the job and is capable of being counted on to stay late when there are times at the office that require him to do so. You want to be able to ask this person to do something for you and know for sure that he is going to just go ahead and do it.
Quick thinker and problem solver. Ability to find solutions to an emerging problem and solve it fastly and effectively as well as conflict-resolution abilities. This person has to be capable of spotting problems and handling conflicts independently. If everything at work always goes smoothly and as hoped for, that would be great. But it would also be a miracle. Stuff happens, things change, and the true professional rises to the occasion. They make a new plan, change their direction if necessary and never look backbecause thats the only road to success.
Self-motivated, initiative and decisive. One of the great strengths of a real professional is taking the initiative to get things done. Words like, thats not my job are not in their vocabulary. They recognize what needs to be done and they take on the task, great or small.
Great socializer. Customer relations manager should be presented in each and every social network to create and maintain excellent online and social media reputation of the company.
Open, honest and enthusiastic. Our mothers told it to us when we were young, and its still true today. Attitude is everything. Those who exhibit enthusiasm for what they do and greet each day with a positive attitude inevitably become our leaders.
Supportive, friendly and with optimistic attitude. You want a manager who is going to approach each project and each work day with an optimistic attitude. You want a manager who will come in smiling and who will express genuinely good feelings about the work that she is doing with her team.
Manifests leadership Skills. Beyond all of the other things that you need to see in a manager, you need to immediately be able to see that he has strong leadership skills. He needs to be confident in his ability to lead a team. He needs to be a good public speaker, someone who can delegate tasks appropriately and a person that people will feel comfortable taking directions from. If you see these things in someone at an interview, it's a safe bet to guess that this person will probably make a good manager for your business.
Personal culture (following the rules of etiquette while communicating). CR manager should do everything moderately (have a sense of moderation) and manifest human decency and assertiveness at the same time.
Flexible - able to adjust to any situation and unexpected circumstances, is also eager to make decisions independently.
Self-controlled and stress-resistant. A person that is not afraid of rejection, bad attitude or other stressful or upsetting situations. Highly organized and capable of troubleshooting issues and problems.
Understands people, is able to listen and hear and to even read minds and this will eventually lead to establishing understanding with customers.
Able to rationally use his time and plan ahead.
And all this should be concentrated in one person and this blend will bring success and prosperity to your business.
Professional traits In some companies it is truly believed that a customer relations manager should be specially trained and have technical education etc. Here are some brief points of what he shold know:
Training and product knowledge as a key to building and maintaining superior customer relations. This person has to be fully knowledgeable of the services and products that they offer. When a customer inquiries about services, they should be fully prepared to provide key pieces of information about it. The employer has to train his employees on the important aspects of the business.
Some employers also require from their prospective manager a degree in management, marketing etc.
Technically savvy person, should hold a degree in information technology or at least have some certificates.
Great knowledge of a few foreign languages to establish quality business relations with customers from different countries of the world.
Good understanding of the market and special needs and problems of each and every customer and the ability to analyze the information (sometimes make reports, etc.)
Ability to use all the necessary equipment, have at least general knowledge of the latest high-tech gadgets and newest software. For instance most client relations managers use a software program that provides detailed information about clients. This program allows him to review information, add notes, create personalized letters or e-mails and other important functions. The overall goal is to provide a high level of customer service, introduce new products and services, and resolve problems.
In our company we believe that a customer relations manager should just be a talented and initiative person with the whole load of fresh ideas and approaches, who doesnt follow certain set templates and cliches. We contiously hired a person with no technical or marketing education. Of course we had to train and supervise and our choice and expectations were justified by a result. The result is defined by the high level of trust from our international customers, who sign e-contracts and NDAs without personal meetings and give positive recommendations.
