CRM Y TRM

1. EN QUE CONSISTE CRM? 

Customer Relationship Management – CRM –

A diferencia de hace unos años en que el producto era la preocupación principal de las empresas para competir en los mercados, en la actualidad está es el cliente.

CRM es una estrategia de negocios centrada en el cliente. Ideada para identificar, atraer y retenerlos a través de procesos eficaces que ayuden a satisfacer las necesidades actuales y conocer las necesidades potenciales de los mismos.

Con todo ello, lo que se intenta es fidelizar al cliente y fortalecer las relaciones con el mismo.

Características del CRM:

·         Maximizar la informacion del cliente

·         Identificar nuevas oportunidades de negocio

·         Mejora del servicio al cliente

·         Procesos optimizados y personalizados

·         Mejora de ofertas y reducción de costes

·         Identificar los clientes potenciales que mayor beneficio generen para la empresa

·         Fidelizar al cliente

·         Incrementar las ventas tanto por incremento de ventas a clientes actuales como por ventas cruzadas

Se ha de tener en cuenta que el CRM permite básicamente tres cosas:

1.    Tener una visión integrada y única de los clientes (potenciales y actuales), pudiendo emplear herramientas de analisis.

2.    Gestionar las relaciones con los clientes de una manera única independientemente del canal que contacto con ellos: telefónico, sitio web, visita personal, etc.

3.    Mejora de la eficacia y eficiencia de los procesos implicados en las relaciones con los clientes.

Estructura del CRM:

CRM Analitico: Herramienta para la explotación y análisis de la información sobre el cliente; Detección de patrones de comportamiento; Permite diseñar acciones comerciales diferenciadas; Business Intelligence:

1. DataWarehouse (almacén central de los datos de la empresa) y
2. DataMining (analiza información para descubrir tendencias, escenarios, etc.)

CRM Operacional: Responsable de la gestión de las diferentes funciones de ventas, marketing y servicio al cliente y de su integración con sistemas existentes.

CRM Colaborativo: Se gestionan los diferentes canales de relación con los clientes:
FRONT OFFICE
Web
E-mail
Fax
Teléfono
Interacción directa

2. EN QUE CONSISTE TRM? 

Total customer relationship management – TRM – is the optimization of all customer contacts through the distribution and application of customer information. Simply stated, it is your promise that no matter how your customer interacts with your company, you will always recognize who they are. In turn, you will optimize the value of their experience while optimizing their value to you.

Total customer relationship management is much more than marketing or sales or customer service. It includes:

·         Dynamic customization of a Web site based on a customer's preferences, characteristics or previous behavior.

·         Versioning your help desk in the customer's native tongue.

·         Offering or denying house credit at point of service based on previously known payment history.

·         Using analytical measures such as product affinity and propensity scores, channel and media preferences, and attrition risk scores at the point of sale or service.

·         Dynamically applying help desk policies and service charges based on estimated long-term customer value.

Total customer relationship management covers the entire sales and service experience.

Its implementation requires:

·         Creating tangible value for customers. To do this, organizations must invest in analysis at the customer segment and individual customer level – analysis that leads to better understanding the customers and their needs on a segment-by-segment basis.

·         Taking a customer-centric rather than product-centric approach to customer contact. Instead of mass offering the product du jour, just make the right offer at the right time with the right media and channel. Recognize that tomorrow the customer may want to use a different channel.

·         Customer information at all points of contact. This represents a major systems investment and challenge.

·         Arming personnel with the ability and opportunity to customize or version customer contacts based on this information.

·         Customer segment managers educating personnel on segment needs and attitudes and how to meet those needs.

·         Recognizing that the initiative is much more than sales or marketing, or even database marketing. It needs to be adopted across the organization, not just within the marketing department.

·         Most importantly, gaining the cooperation of all departments and divisions within an organization around this concept. This is by far the biggest challenge because customer relationship management initiatives may collide with departmental goals. For example, call center management may be compensated on decreasing call length, not customizing the experience. A sales force may be reluctant to share the customer information that they have collected with the rest of the organization for fear that they will be also giving away a share of the customer's business.

Each of these requirements represents a major challenge for many organizations, yet all are necessary for total customer relationship management.