Customer
Relationship Management
According
to Price Waterhouse Coopers CRM is "a combination of strategic
changes, organized processes to try to improave business management.
around the behaviour of its clients. This implies the aquisition and
development of knowledge of our clients to use this information in
the points of contact, thus obtaining greater income and operative
efficienty".
Strategic
CRM try to take the company to the client, considering the client
as its objective and the clients satisfaction as the road to success.
To achieve a greater client attention a company needs to have a lot
of information about the client available, and thus use this personalization
every time the company has contact with the client.
Indistinctly,
if the company calls the client or goes to the clients office or communicates
on the Internet, the system should recognize it and give the client
a personalized treatment. The same way that the different employees
that enter into contact with the client have the necessary information
about the client at hand.
Different
tools or CRM solutions try to improve the technology and the company
control.
