Customer Relationship Management (CRM) is a widespread term in the today's business world. The word has diffused on large scale starting from 90s of XX century, when the first related technological solutions were released. Although the CRM acronyms meaning is simple (literally: to manage relationship with the client), actually the issue is more complex. CRM is a business strategy aiming to understand, anticipate and meet company current and potential customers’ needs. It is also a powerful tool to retain both old and new customers, while increasing the value of relationships between the company and its clients.
The concept may seem obvious, but it is not. The business operating context is indeed complex and relationship management channels are manifold. The market in fact is no longer represented just by the client, but also by individual, society and surrounding environment values, which the company has to establish short and long term relationships with.
In the business practice all this is put in effect thanks to strategies designed to provide clients with proposals able to meet their needs, as well as manage a relationship based on trust. This is why it is crucial to plan and put in practice customer care dedicated strategies. Here comes into play the CRM resource, that addresses both business-to-business and business-to-consumer.
CRM uses in a massive and productive way several informatic tools able to improve management, although CRM itself has not to be considered totally just like a software (CRM is in fact intrinsically linked to strategy, communication, business processes integration, people and culture). CRM applications are used to keep in touch with customers, enter their information into databases and provide interaction modes that can be recorded and analyzed.
CRM infrastructure (namely the activation of informatic tools helping the management process) is strategic to activate processes and procedures of interaction oriented to customer requests and needs. Thanks to Reporting, Analysis and Scenarios Projections tools, CRM software are able to extract, process and make information available. It’s easy to guess that all this has a strong impact on all business processes.
CRM system has a great importance in the pre-sales step, in order to define market targets and acquire potential customers, even through mailings or telesales and the related findings management. Such a marketing strategies optimization is a crucial process to organize all the information in a structured database. Starting from this data it is possible to understand and anticipate clients needs.
CRM can support the company in sales and business negotiations, by storing and analyzing information. In this case, too, collected data are processed in useful statistics to segment customers in specific ranges. Once data are organized, you can analyze them in order to develop customized communication and commercial offers, aiming to develop personalized content and services and, as a result, to retain customers. With regard to the post-sale phase, CRM activities goes on with the technical support, maintenance, warranty contracts, commercial and administrative assistance services. Post-sale management allows you to define, record and allocate all the problems set by the customer. In this way you thus can analyze, assess, plan and define automatic rules for each activity.
In order to allow your company to take full advantage of all the CRM strategy benefits, Mago.net introduces InfinityConnector. InfinityConnector is the Mago.net module that enables a two-ways dialogue with the CRM software Infinity by Zucchetti. InfinityConnector allows you to use the CRM Infinity to manage the pre-sale, sale and after-sale steps. Data are collected by Microarea ERP, while Mago.net itself extracts orders and customers from Zucchetti CRM. All in a simple, automatic and efficient way.
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