ATRC CRM's workflow module is an efficient, powerful, and
flexible tool that delivers advanced capability to streamline
and automate repetitive tasks freeing users to focus on selling
and servicing customers. ATRC CRM users can model business
processes and design flexible automated actions that are
triggered to run at anytime.
Model your sales pipeline quickly and easily. Free your sales
people to do the high value selling you pay them to do, not the
low value administration they hate. Produce beautifully
templated Quotations, control your pricing strategies, make sure
your Contract renewals are always serviced and make sure that
every lead is followed up quickly and professionally. Easy to
use with powerful impact.
Customer self-service is no longer a dream. It's a snap. Manage
all your customer issues through an easy to setup and use
website. With secure login controlled from ATRC CRM, your
service teams will be instantly notified of customers issues and
your customers will know as soon as their issues have been dealt
with. Free your customer service team to do the hard yards of
solving customer problems, not the hard slog of interpreting and
recording the problem.
While the term is generally used to refer to a software-based approach to handling customer relationships, most CRM software vendors stress that a successful CRM strategy requires a holistic approach. CRM initiatives often fail because implementation was limited to software installation without providing the appropriate motivations for employees to learn, provide input, and take full advantage of the information systems.
From the outside, customers interacting with a company perceive the business as a single entity, despite often interacting with a variety of employees in different roles and departments. CRM is a combination of policies, processes, and strategies implemented by a company that unify its customer interaction and provide a mechanism for tracking customer information.
CRM includes many aspects which relate directly to one another:
Front office operations — Direct interaction with customers, example face to face meetings, phone calls, e-mail, online services etc.
Back office operations — Operations that ultimately affect the activities of the front office (example, billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.)
Business relationships — Interaction with other companies and partners, such as suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups, trade associations). This external network supports front and back office activities.
Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns, conceive business strategies, and judge the success of CRM activities (example, market share, number and types of customers, revenue, profitability).
There are several different approaches to CRM, with different software packages focusing on different aspects. In general, Campaign Management and Sales Force Automation form the core of the system.
Operational CRM provides support to "front office" business processes, for example to sales, marketing and service staff. Interactions with customers are generally stored in customers' contact histories, and staff can retrieve customer information as necessary.
The contact history provides staff members with immediate access to important information on the customer (products owned, prior support calls etc.), eliminating the need to individually obtain this information directly from the customer.
Operational CRM processes customer data for a variety of purposes:
Enterprise Marketing Automation
Sales Force Automation
Sales Management System
Sales Force Automation automates sales force-related activities such as:
Scheduling sales calls or mailings
Analytical CRM analyzes customer data for a variety of purposes:
Designing and executing targeted marketing campaigns
Designing and executing campaigns, example customer acquisition, cross-selling, up-selling
Analyzing customer behavior in order to make decisions relating to products and services (example pricing, product development)
Management information system (example financial forecasting and customer profitability analysis)
Analytical CRM generally makes heavy use of data mining.
Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales tool. Features include alerts sent to sales staff regarding:
Campaign management combines elements of Operational and Analytical CRM. Campaign management functions include:
Target groups formed from the client base according to selected criteria
Sending campaign-related material (example on special offers) to selected recipients using various channels (example e-mail, telephone, post)
Tracking, storing, and analyzing campaign statistics, including tracking responses and analyzing trends
Collaborative CRM covers aspects of a company's dealings with customers that are handled by various departments within a company, such as sales, technical support and marketing. Staff members from different departments can share information collected when interacting with customers. For example, feedback received by customer support agents can provide other staff members with information on the services and features requested by customers. Collaborative CRM's ultimate goal is to use information collected by all departments to improve the quality of services provided by the company.
Geographic CRM (GCRM) combines geographic information system and traditional CRM. Geographic data can be analyzed to provide a snapshot of potential customers in a region or to plan routes for customer visits.
Several commercial CRM software packages are available, and they vary in their approach to CRM. However, as mentioned above, CRM is not just a technology but rather a comprehensive, customer-centric approach to an organization's philosophy of dealing with its customers. This includes policies and processes, front-of-house customer service, employee training, marketing, systems and information management. Hence, it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements.
The objectives of a CRM strategy must consider a company’s specific situation and its customers' needs and expectations. Information gained through CRM initiatives can support the development of marketing strategy by developing the organization's knowledge in areas such as identifying customer segments, improving customer retention, improving product offerings (by better understanding customer needs), and by identifying the organization's most profitable customers.
CRM strategies can vary in size, complexity, and scope. Some companies consider a CRM strategy only to focus on the management of a team of salespeople. However, other CRM strategies can cover customer interaction across the entire organization. Many commercial CRM software packages provide features that serve the sales, marketing, event management, project management, and finance industries.