The acronym
CRM
CRM comes from the English word Customer Relationship Management and can be translated into Spanish as “Customer Relationship Management”. There is a belief that CRM is only sales management software, but this concept is deeper and has greater consequences for a business. CRM is a business philosophy and a series of relational marketing strategies in which a company understands that its most valuable asset is its customers and does everything possible to put them at the center.
Recalling our interview with Ruud Verduin, he commented that “customers are the fundamental part of a company”. So let us make an effort to listen to them, understand them and adapt to them. Because in a context in which supply far exceeds demand, the customer has gained power and decision-making capacity over what they want, how they want it and when they want it.
In this context, companies need to be awake and attentive to what iraq telegram mobile phone number list customers ask of us, and for this, a CRM, understood as a strategy and as software, is essential. Because as I said,
Martha Rogers
“Companies only have one source of income: customers, and only when the value of customers is understood can the reality of companies be changed.”
There are different ways of understanding CRM, either as a strategy or as a technology. Both overlap, but they are not always understood. Therefore, in the first part of this detailed article we are going to review these two realities of the same concept:
CRM as a strategy and management model
To explain what a
CRM as software
, you need to delve into its roots and understand what it means as a business strategy, because CRM is the management of customer relationships based on the analysis of interactions with the company, whether they are calls, meetings, emails, purchases, complaints or incidents. CRM is data analysis and decision making based on these relationships .
A company that uses CRM as a management model seeks to differentiate itself from its competitors by using the information provided by its customers , getting closer to them and learning from each of their interactions with the aim of increasing its value proposition.
