All the way of collecting , analyzing & using information through internal datadases, marketing intelligence & marketing research usually requires additional analysis.Managers also need help using this information to gain customers insights & market information that helps to improve marketing decisions. After processing & analyzing the information it must be made available to make right decision to the makers at the right time .
Customer relationship management:
Customer relationship management is tbe best way to analyzing & using marketing information.
Customer relationship management (CRM) is "managing detailed information about individual & carefully managing customer touch points to maximize customer loyalty".
This touch points are customer purchases, sales force contact ,service & support calls, online sites visits, satisfaction surveys, credit & payment interactions.
Through CRM , managers can better understand customers & provide higher levels of customers service & develop deeper customer relationships. They can pinpoint high -value customers & target them effectively, cross sell the company 's product.BUt one thing we should keep in mind that benefits of CRM don't come without costs & risk, they should collecting the original customer data or in maintaining & mining it. The common mistake of CRM is view as technology & software solution only but technology alone cannot build the profitable customers relationships. By installing new software ,companies can't improve it. They should focused on the managing customer relationships & then employ high tech solutions.
Distributing & using marketing information:
Without gain customer insights & better marketing decisions, marketing information is valueless. Marketing information system make the information available to managers & others who need it. Companies allow key customers & value network members to access account, product & other data on demand through extranets line suppliers , resellers may access company's extranet to update their account.
Customer relationship management:
Customer relationship management is tbe best way to analyzing & using marketing information.
Customer relationship management (CRM) is "managing detailed information about individual & carefully managing customer touch points to maximize customer loyalty".
This touch points are customer purchases, sales force contact ,service & support calls, online sites visits, satisfaction surveys, credit & payment interactions.
Through CRM , managers can better understand customers & provide higher levels of customers service & develop deeper customer relationships. They can pinpoint high -value customers & target them effectively, cross sell the company 's product.BUt one thing we should keep in mind that benefits of CRM don't come without costs & risk, they should collecting the original customer data or in maintaining & mining it. The common mistake of CRM is view as technology & software solution only but technology alone cannot build the profitable customers relationships. By installing new software ,companies can't improve it. They should focused on the managing customer relationships & then employ high tech solutions.
Distributing & using marketing information:
Without gain customer insights & better marketing decisions, marketing information is valueless. Marketing information system make the information available to managers & others who need it. Companies allow key customers & value network members to access account, product & other data on demand through extranets line suppliers , resellers may access company's extranet to update their account.
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