The primary benefit of a CRM program is increased customer retention. Winer reports on a study by McKinsey demonstrating that customer retention has greater value than customer acquisition. Business should expect to see improved financial results from their CRM program.
In addition to the tangible benefits, there are intangible benefits. The relationships with customers should be more open and effective. Hopefully, things will go smoothly; however, if there are incidents, the closer relationship should help in their resolution.
Internally, the need to develop cross-functional program should increase the collaboration among internal functions. Even without considering the operations functions such as purchasing, production, distribution, and inventory management, there is a need to get sales, marketing, and Information Technology (IT) people more comfortable with one another. Nairn highlights the difficulty in communication between the “emotions-driven sales forces and the clinical binary-driven IT expert” as difficult unless intelligently managed (Richard, 2010).
CRM Business Driven:
1. Automation/productivity/efficiency
2. Competitive advantage
3. Customer demands/requirements
4. Increase revenues
5. Decrease costs
6. Customer support
7. Inventory control
8. Accessibilit
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