CRM should infuse every aspect of a business (in the same way that marketing should be integral to everything you do), but it is useful to look at the different ways CRM is implemented.
Marketing
• Conduct personalised targeting and profiling across a range of marketing channels such as telemarketing, email marketing, social media marketing and campaign management projects.
• Place the right mix of a company’s products and services in front of each customer at the right time.
• Understand what customers do and want, matching that knowledge to product and service information and measuring success.
Sales
• Ensure the customer receives the correct product.
• Ensure correct sales-related processes are carried out within the organisation. This could include:
o Client or campaign management
o Sales configuration (for configuring products, pricing, etc.)
o Call management
o Contact management
o Ad management
o Sales force automation (including territory)
o Account and lead management systems
• Enable all parties in the transaction to interact with one another.
• Include systems that put sales reps directly in touch with customers at the point of sale.
Service and service fulfilment
• Improve the service you give to current customers through:
o Email response management
o Social media support systems
o Telephony capabilities such as automatic call distribution
o Computer-telephony integration
o Queue/workflow management
o Interactive voice response and predictive dialing
• Include the development of problem resolution systems, workflow automation and field service dispatch systems.
Services invoked by the customer
• Create and manage systems or capabilities that can be directly invoked by the customer:
o Web self-service
o Search
o Instant messaging
o Email queries
o Voice over IP (VoIP)
o Browser and application sharing
o Conferencing
o “Call me” capabilities
o Social media support
o Online forums
Marketing
• Conduct personalised targeting and profiling across a range of marketing channels such as telemarketing, email marketing, social media marketing and campaign management projects.
• Place the right mix of a company’s products and services in front of each customer at the right time.
• Understand what customers do and want, matching that knowledge to product and service information and measuring success.
Sales
• Ensure the customer receives the correct product.
• Ensure correct sales-related processes are carried out within the organisation. This could include:
o Client or campaign management
o Sales configuration (for configuring products, pricing, etc.)
o Call management
o Contact management
o Ad management
o Sales force automation (including territory)
o Account and lead management systems
• Enable all parties in the transaction to interact with one another.
• Include systems that put sales reps directly in touch with customers at the point of sale.
Service and service fulfilment
• Improve the service you give to current customers through:
o Email response management
o Social media support systems
o Telephony capabilities such as automatic call distribution
o Computer-telephony integration
o Queue/workflow management
o Interactive voice response and predictive dialing
• Include the development of problem resolution systems, workflow automation and field service dispatch systems.
Services invoked by the customer
• Create and manage systems or capabilities that can be directly invoked by the customer:
o Web self-service
o Search
o Instant messaging
o Email queries
o Voice over IP (VoIP)
o Browser and application sharing
o Conferencing
o “Call me” capabilities
o Social media support
o Online forums
