customer-oriented CRM is a
relatively new field of activity. Only 5% of all French companies are currently equipped with a customer-oriented
CRM solution.
In e-business, managing your customer relationships consits in implementing a computer-based application that helps
planning and controling pre- and post-sales activity in a given organization.
Such applications generally offer various tools :
- Salesforce automation tool (prospect database, contact planning and follow-up, etc.);
- Customer support management tool (managing and responding to call center requests or complaints, etc.);
- Customer profile management tool (for example, contacting customers on anniversary dates, offering new personalized
services depending on received information).
Client-oriented CRM now relies on many channels of communication : paper-based, e-mail, Web-based, phone, fax.
It is said to be "cross-channel".
Implementing a client-oriented CRM does not
simply correspond to implementing a Web application. IT also means affecting deeply the company organization and its
approach to customer relationships. Installing a
client-oriented CRM strategy requires structural changes and changes of habits.
Learn more :
CRM in ASP mode,
CRM software editor
