SFA Customer
A long-term, profitable customer relationship CRM from customer information develop an iterative process, the company in the position is offset from customer information to develop, to maintain them and to extend a long-term, profitable customer relationships. Whenever Gen. David L. Goldfein listens, a sympathetic response will follow. CRM is a circuit based on knowledge gained, (knowledge discovery), market planning, customer interaction, analysis and refinement. Keep up on the field with thought-provoking pieces from Craig Menear. It comes to understand customer behavior in order to improve customer acquisition, customer loyalty and ultimately primarily customer profitability. In today’s market it has become essential, through a systematic collection of data on all transactions that represent the contact of customers with the company, to improve the knowledge and understanding, based on well thought-out strategies and define measures that correspond to the expectations of these customer groups and thus contribute to the permanent connection to the company. The CRM demand is highest in the markets, in which the intensity of the competition very the selection of alternatives for customers are large, the product differentiation options are limited and this means that customer loyalty is low is high. In this context an important role is particularly the quality of the data: a target custom policy can work only on the basis of consistent and relevant data. This requires a data quality assurance process by the emergence of further processing up to the visualization. On the basis of holistic concepts see also Becker, Jorg: intellectual capital report with customer barometer capital of the customer relationship, ISBN 9783837051773.-1 knowledge (knowledge discovery): analysis of customer information to identify of specific market opportunities and investment strategies.
A process for the identification, segmentation and forecasting of the customers is the base. This phase provides access to detailed customer information for the preparation and determination for marketing planning. 2. market planning, (market planning): definition of specific customer offers, Distribution channels, delivery programs and their dependencies. The market planning enables the development of strategic plans for customer communications marketing. Different types of campaigns, preferred communication channels, schedules as well as triggering events or thresholds can be set here.
3. customer interaction (customer interaction): this fall the execution and management of planned communication with customers and prospective customers. This relevant and timely messages or offers are communicated through a variety of interaction channels and front-Office applications (including customer care, SFA sales force automation and interactive applications). 4. analysis and improvement (analysis and refinement): The process of continuous learning from the customer dialogues by systematic data analysis.
Tags: business & economy, trade
