CUSTOMER RELATIONSHIP MANAGEMENT
A CRM system integrates all procedures and processes related to management and interaction with the customer. The main objective of a CRM system is to help organizations retain existing customers and win new ones. This is possible through the CRM systems that work with a focus on the customer / market, allowing to store strategic information linked to their needs, expectations and satisfaction. The compilation of historical relationship data provides organizations with the ability to develop "knowledge" about the customer.
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It allows, through the analysis of the information received, a precise understanding of the customer's needs and expectations, forming a 360⁰ view of the marketing / sales scenario where actions will be more effective in retaining and obtaining new markets. Thus, a CRM system covers three major areas of the company: automation of marketing management; automation of commercial management, channels and sales force; and after-sales management acting on the services provided to the customer.
The strategy of using a CRM system allows organizations to have a unique view of the customer. From there, you can better explore business opportunities. To do this, it must take advantage of all the interactions that the client has with the organization to capture data and transform it into information that can be disseminated by the organization or used for business development. So all departments such as, Call Center, Sales, Marketing, Directions etc., can have access to the same information about the customer: who they are, what their tastes and preferences are, how many times they have called, complaints they have made, suggestions gave, what added value to the company, etc..
The management of the relationship with the customer allows the real-time recording of all contacts made with the organization, in a centralized way. These records regardless the communication channel used (Voice, Fax, E-mail, Chat, SMS, MMS, among others) serve to gather useful and catalog-able information. Any information relevant to decision-making can be recorded and analyzed periodically, so that management reports of the most diverse interests can be produced.
A CRM system brings together people, processes and technology in an organization. It allows the creation of a specific system to acquire more knowledge about the customer throughout its relationship history, not only at the moment when it carries out a business transaction with the organization. This concept is widely disseminated by marketing and sales specialists. Structured companies, regardless size, already use CRM systems, such as sugarCRM to get to know their customers in depth.
Studies carried out in the North American market concluded that, in a period of five years, a company loses half of its customers and spends five times more in acquiring a new customer than in retaining an existing customer. Another important fact is that a satisfied customer discloses his satisfaction with at least five other potential customers, while the dissatisfied man is able to subtract up to nine new opportunities from his organization.
A CRM system should make it possible to identify, differentiate (due to its value and needs) and interact with its client, in order to offer a personalized service, which generates satisfaction, allowing the organization to continuously learn about the needs and demands of the market where it operates. All information related to this relationship with the customer must be compiled or retrieved at the time the contact occurs. Thus, when the customer calls, he is immediately recognized and the company can take advantage of that moment to surprise him even more, allowing him to obtain more information and offer new products and services. For this to happen, it is necessary to make intensive use of information technologies.
Only technology does not solve it, it is necessary that the organization's culture accompany the evolution of new tools, giving training to employees. Another key issue is that implementing a CRM system without evaluating or redesigning the company's internal processes, can only lead to the automation of existing problems. It is necessary to design a relationship model compatible with the type and size of the business, which will allow to achieve the results expected by the organization.
Zendesk Sell is a CRM system that incorporates the philosophy and features described in the text presented and answered effectively to small, medium and large organizations. It is a top tool with many features and very easy to set up and may be integrated with a set of modules, such as support, guide, chat, talk, explore, among others, and an API's panólplia available to integrate other solutions.
Zendesk Sell is a simple tool, designed to keep sales going at full steam. Sell makes it easy to update opportunities so that your sales team can access, analyze and respond assertively using relevant data.