An Overview Of Customer Relationship Management
INTRODUCTION
Customer Relationship Management (CRM) focuses on collecting and managing static customer data, such as past purchase information, contact history and customer demographics. This information is often sourced from email and phone interactions, commonly limited to direct interactions between the company and the customer.
CRM is comprised of marketing, sales and support functions whose purpose is to move the customer forward in the chain with the aim that the customer keeps coming back to buy more stuff. Traditional CRM is based around data and information that the brands could collect about their customers and all of it is stored in the CRM system, which the company uses to better target the various customers. It deals with one
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It can be used in better engagement with customers and in providing social customer service.All the touch-points should be recorded in the CRM system, regardless of channel, should be made available within the company. Social media is becoming the medium for inbound customer queries which allows in having meaningful points of engagement and building brand …show more content…
The company should place the right processes in the right place to truly listen and engage. A two way relationship should be developed and enriched between the company and the customers.
Social CRM Strategy
SCRM strategy is developed by reviewing and then prioritising the various options in the different business applications. The 5Ms is a useful framework for reviewing strategy implementation, which are:
1. Monitoring: It reviews the method of social listening and then developing insights from them.
2. Mapping: Finding relationships between a single customer or segments using different social platforms.
3. Management: The processes which are used forimplementing and reviewing of the
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