CRM software collects customer information and documents in an integrated database, so that business users can easily access and manage them. Other key applications of this software include recording customer interactions (by phone, email, social media, and other channels), automating various workflow processes such as tasks, calendars and alerts, and allowing managers to track performance and productivity based on information they receive. Logged in, he noted.
Each customer may be generally satisfied or dissatisfied after receiving service or purchasing and using a product. The question is what is satisfaction and how is customer satisfaction generated. In response, satisfaction is a positive feeling that arises after a person has used a product or service and the desired feeling arises from the conflict between customer expectations and supplier performance. If the goods and services received from the customer are also assessed as expectation level, he / she will be satisfied if the level of service and goods is higher than the customer's expectations and cause lower satisfaction and lower level of service and goods than expected leading to customer dissatisfaction. To be.
We can all have in mind the minimal experience of communicating with the sub-consultants of our neighborhood managers. Fair, well-behaved and patient management advice always reinforces the motivation behind subsequent purchases, and on the contrary, when faced with the advice of high-stakes management and bad behavior, we have often opted for future purchases, even management consulting. See farther. Neighbors and acquaintances have repeatedly received advice from management about this kind of consulting, and when we were satisfied with the washing machine brand A, when unconsciously buying the stove, we unconsciously felt the desire to buy the stove. Studies show that customer satisfaction leads to increased revenue and supplier growth in at least three ways. Frequent customer satisfaction is about everyday commodities such as milk and yogurt, customer satisfaction from new customers at the lowest cost of advertising, and purchase of new products by new customers who tend to be satisfied by customers. It should be remembered that satisfied customers will inevitably become a cost-effective medium for advertising to the supplier. The importance of this is more evident when we know that in most cases the impact of such messages is far greater than the official high-cost advertising of the company. That's why today, in industrialized countries, customer relationship management programs have been put on the billboard of supplier marketing programs to make them loyal and loyal. No one supplier will think about the customer once. Customer Satisfaction Measurement (CSM) Customer satisfaction measurement provides an effective tool for controlling the overall performance of an organization and helps the organization identify its weaknesses and try to remedy them. Philip Kotler says: "Today I have produced something, didn't you buy it?" What do you need in order for me to produce it? It has become a converter. Steps to measure customer satisfaction can be identified customer expectations design of goods and services based on customer needs and expectations Production and Delivery Customer expectations management Customer satisfaction measurement Customer complaint management. Peter Drucker: In principle, something that cannot be measured cannot be improved. The importance of CSM can be clearly seen in ISO 9001 clause 2-4. As one way of measuring the performance of a quality management system, the organization must refine the customer's perception and understanding of whether the organization has been able to meet the customer's needs. Also, the methods of accessing and utilizing this information should also be determined. .
Taking into account all aspects: Geographical dispersion and market dispersion Research tool: Determine satisfaction indices that measure the most important elements in customer satisfaction. Research Methodology: Selecting Statistical Method and Analysis with the Purpose of Easing Quantitative Indicators of Resource Identification: Defining Organizational Resources and Strategy After analyzing the activities of the company Four levels of customer satisfaction Always pay attention to this basic principle: Better to deliver than we promised. Meet customer expectations. , Go beyond what customers expect. Make your customers happy. Surprise customers. Market Research and Customer Satisfaction Survey: Collects, records and analyzes information on marketing issues of goods and services on a regular and organized basis. Statistical data analysis: Do this on questionnaires that have a standard choice range (preferably Likert) and high validity.
Given the importance of the customer as one of the pillars of an organization's life and CRM's emphasis on this element, the following reasons can be suggested as necessities of using CRM in an organization (given the complexity and breadth of activities of an organization): Improving Customer Satisfaction Costs Reducing Costs of Person-to-Person Communication, Even With Millions of Customers Customer For business decision making, effective communication with customer based on data transformed into information and marketing Internet, person-to-person marketing and database marketing. CRM is derived from Customer Relationship Management and is known in Iran as Customer Relationship Management. By utilizing CRM, the customer relationship with the organization and their needs is analyzed and analyzed, and CRM is actually a process of gathering and integrating information for effective and purposeful use. This information can be related to customers, management advice, effective marketing, sensitivity or market needs. CRM is part of an organization's strategy for identifying customers, keeping them satisfied and turning them into a permanent customer. CRM also helps the organization manage customer relationships with the organization and maximize the value of each customer. Customer relationships with the organization take place in a variety of ways, including the web, telephone, management consulting centers, distributors and affiliate networks. The primary task of CRM is to facilitate the customer to communicate with the organization (in whatever way the customer wishes) without the time, space, and nationality of the customer. And will meet his needs quickly and with the easiest way of communication. CRM is a type of marketing strategy that is not just about enhancing transactions that are actually incremental profits, but about CRM striving for a unique customer-centric perspective and a customer-centric solution that enhances customer and customer satisfaction. Increase the profit of the company in the long run.
Enterprise resource planning (ERP) involves a range of different activities that lead to the improvement of an organization's performance and integrate all the data and processes of an organization into a software system. ERP means organization resource management or 4M (Man, Machine, Material, Money) (Materials, Machines, Money and Human Resources) and Helps organizations and companies manage the precise planning process of all organization resources to reduce costs and increase revenue. There are also other definitions of ERP. ERP is based on application systems that include several applications that seamlessly manage all of an organization's internal activities across the organization's operating units. These activities can include a wide range of sales management, supply management, production management, quality management, warehouse management, logistics management, maintenance management, project management, financial management, cost management, human resources management and engineering management. Be. In fact, ERP is a system that has definite goals, components, and scope.
Organizational resource planning should be considered the most recent and evolved tool of management information systems. The basis of the ERP function is process thinking rather than task structures and transforming customer demands into quantitative data to enhance customer satisfaction. Organization Resource Planning strives to link all of the organization's processes seamlessly and with a process attitude. In addition to integration, ERP also offers superior options, which is why large software companies have examples from all stages of production, distribution and distribution to organizations in delivering technology and technology through these new software systems. Is organized. In a general classification, the following can be identified as the most important differences between management information systems and enterprise resource planning systems. ERP systems are integrated software packages, while they may not be.
ERP software packages are not provided within an organization but are purchased from software vendors and cover a large part of an organization, facilitating the flow of information throughout the organization....
ERP software packages are based on business processes rather than business components, and this is the most important difference with IS management information systems.
ERP uses only one database, while they may have their own data center and may not necessarily be interconnected.
Manufacturing technology and development environment ERP packages are the same, but in MIS each segment may be developed and implemented in a separate environment and context.
A) Integration of Information: Unlike other systems that may each provide financial, sales, production, and conflicting reports on their activities and contributions to increasing company revenue, ERP will assist the company with information about Obtain a comprehensive view of a system.
B) Integration of information on customer needs: ERP will help customers' orders and needs from the time of ordering or declaring the need or referral, receiving raw material from the suppliers of goods to produce that order, and delivering the goods produced to the customer and receiving the payment. Maintained seamlessly in one system, enabling companies to easily track orders and coordinate across different parts of the company.
C) Standardization and accelerating the production process: ERP systems with process standardization and the use of a coherent computer system will save time and increase productivity.
D) Reduce inventory: ERP optimizes the workflow process, reduces bottlenecks and removes potential bottlenecks in the process of many processes and makes data warehouse volume lighter. In other words, ERP provides the ability to manage Supply Chain Management.
E) standardize information on company human resources, save time and prevent re-work