How Will CRM Impact Quality?
Many companies are transitioning from a product-centric view of the world to a customer-centric view. Does this sound familiar to anyone in the Quality profession? Those companies that can afford to implement the technology will now find that CRM systems create an opportunity to better understand customer wants and needs.
The benefits of CRM are numerous:
- Increased customer loyalty to your organization
- Improved customer feedback channels and data
- Faster response to customer inquiries in the manner preferred by the customer (email, snail mail, telephone, interactive voice response, Internet chat, etc.)
- Greater knowledge of your customer preferences and habits
- Improved marketing and cross-selling effectiveness
- Improved ability to identify and provide the best service to the most profitable customers
- Increased business productivity through automation
Implementing CRM
Implementing CRM is not an easy task. It requires competent technical personnel, well-designed business processes and flows, and sufficient technology and systems. Without well-designed processes, any initiative will fail to meet the business objectives. This is where Quality professionals can add the most value. Companies need to develop business requirements and objectives and design CRM processes to meet these requirements.
Companies need to implement the appropriate level of CRM in their business strategy in order to maintain productive customer relationships. The solution depends on your organizational strategy, resources and needs. Regardless of the solution you implement, the entire life cycle of a customer needs be evaluated - from acquisition to retention. Companies must understand that, like Quality, customer relationship management is not a cost center but a tool increase profits and differentiate your business from the competition.
First Page > The Introduction of CRM
