Crm in Automobile

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What is Customer Relationship management?

Customer relationship management is creating a team relationship among sales, marketing, and customer support activities within an organization. Another narrow, yet relevant, viewpoint is to consider CRM only as customer retention in which a variety of after marketing tactics is used for customer bonding or staying in touch after the sale is made. Shani and Chalasani define relationship marketing as “an integrated effort to identify, maintain, and build up a network with individual consumers and to continuously strengthen the network for mutual benefit of both sides, through interactive, individualized and value-added contacts over a period of time”. The core theme of all CRM and relationship marketing perspectives is its focus on cooperative and collaborative relationships between the firm and its customers, and/or other marketing actors. CRM is based on the premise that, by having a better understanding of the customers’ needs and desires we can keep them longer and sell more to them. There are three parts of application architecture of CRM:

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operational - automation to the basic business processes (marketing, sales, service) analytical - support to analyze customer behavior, implements business intelligence alike

technology

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co operational - ensures the contact with customers (phone, email, fax, web...)

Improving customer service CRMs are claimed to improve customer service. Proponents say they can improve customer service by facilitating communication in several ways:

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Provide product information, product use information, and technical assistance on web

sites that are accessible 24 / 7

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Help to identify potential problems quickly, before they occur Provide a user-friendly mechanism for registering customer complaints (complaints that

are not registered with the company cannot be resolved, and are a major source of customer dissatisfaction)

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Provide a fast...