Strategic CRM Consulting

What is CRM Customer Relationship Management?

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.
 

What is Customer Satisfaction?

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.

How does customer satisfaction affect a supplier's business?

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. .

How to measure customer satisfaction

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.

The need for CRM

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.