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eCRM |
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Website Strategy |
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eCRM Services |
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Relationship Management (CRM) relates to methods and technologies
that enable companies improve their marketing activities to identify
and target best value customers. CRM also manages marketing campaigns with clear goals and objectives that in turn generate quality leads for the sales team. In short, CRM is a term referring to a wide range of marketing, sales, customer service, organisation and technology initiatives. The benefits of CRM are clear: by streamlining processes and providing sales, marketing, and service personnel with better, more complete customer information, CRM allows organisations to build more profitable customer relationships and decrease operating costs. A further key benefit of CRM is that it allows the customer to interact with the company through the channel (or multiple channels) convenient for them. In recent times Internet based technologies have empowered customers to gather information, comparison shop and switch providers with relative ease. These technologies have also enabled the process of CRM to become seamless within a company’s operations. There are generally two types of CRM, Operational and Analytic; • Operational CRM; executes customer programmes that focus on increasing the efficiency of the business. This element is mainly external facing and tactical. •
Analytic CRM; executes customer programmes that focus on increasing
effectiveness through behaviour analysis i.e. customer profiling,
segmentation etc. This element is mainly internal facing and strategic.
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What does the CRM process involve |
| The CRM process involves the following stages:- |
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What are the benefits of the Brookfield CRM process? |
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Senior Management Buy-in - Clarification within the management
team that change is a requirement. Establish the short, medium and
long term business objectives. Definition of the business case behind
the deployment of a CRM strategy • Customer Attitudes - Clarification on how change will affect the existing customer base. Segmentation of the existing and future customer base • Total Cost of Ownership - What expenditure is likely to be incurred. Examined from a capital outlay perspective as well as operational costs that include human resource and subsequent training costs • Return on Investment - Definition of the likely returns related to an increased customer base and cost efficiency savings • Benchmarks & Metrics - Establish the current status and report on how benchmark data is generated and reviewed. Outline success factors such as customer retention, acquisition and the reduced cost of sale •
Application Selection - Understand the existing technology
infrastructure and its limitations. What systems are available and
what costs are likely to be incurred through application selection
• End–user Training - Identification of what training requirements will be required throughout the organisation |
Tel: 0845 094 0128 eMail: enquiries@brookfieldtc.co.uk