From classic sales and marketing to holistic customer focus CRM
The progressive integration of processes
Trends
in software development and business consulting are known to reflect the
evolution of business needs in functional and process areas. The
beginnings went from finance and accounting solutions to materials management
and PPS to contact management. The progressive integration and trend
towards outsourcing led to ERP solutions and groupware in the following
generation to support the organization. Meanwhile, continually advancing
technology offers so-called CRM solutions or supply chain management. On
the side of the consulting approaches, these developments correspond with
management and leadership style, reengineering and customer orientation.
Avoidance of isolated solutions
The
optimization of traditional sales and marketing activities is essential to
ensure competitiveness and represents the great challenge of the next few
years. With the support of new technologies, significant productivity and
business development potential will be further developed. The market
situation is generating increased pressure in many industries. Previous
practice shows that program launches in computer-aided sales (CAS), Internet
presentation, webshop and even call centres always remain isolated solutions.
If no holistic approach is followed, which also takes into account the
employees in sales, processing, service and operation,
CRM - the customer in the centre
This
is where modern CRM (Customer Relationship Management) comes in. It
integrates customers, employees, processes and systems, and allows for an
optimized focus on customer requirements from corporate goals. By
combining e-commerce and using web-based technology, further development of E-CRM
becomes possible. Finally, successful B2B, B2C or B2X variants of the
e-business models can be realized.
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