Customer Relationship Management

CRM (customer relationship management) represents a new paradigm in the field of marketing.

CRM aims to create and maintain a mutually beneficial relationship between a company and its clients. In this mode of trade relations, the company seeks customer loyalty by offering him a quality of service he would not find elsewhere.

The image often used to illustrate this concept is that of the relationship between a shopkeeper and his customers. The loyalty of these is rewarded because the merchant knows their needs and is able to respond and anticipate it (like a baker who puts aside a cooked stick to your preference and makes you credit).

CRM covers a part of the oldest concepts of SFA (Sales Force Automation).

CRM software

The purpose of implementation of such a policy often happens in medium and large companies, for the implementation of a software solution. The goal is to make it profitable every interaction between the company and the client; and at all stages: prospecting, sales, after-sales service.

This software covers all the features

- marketing (eg providing marketing professionals targeting tools, marketing campaign management, targeting and segmentation of customers, operational management of campaigns and events, detection of sales opportunities, direct telemarketing approach and i-marketing);

- sale (eg providing representatives tools for managing contacts, opportunities, tenders);

- after-sales, customer service (eg providing customers services complaints management tools, services requests, online media).