Let's review four definitions of customer relationship management:
- CRM, which stands for Customer Relationship Management, is about how to best manage our customer relationship and respond to their needs and wants. That will make our business increasingly successful.
- CRM is the strategy of how to actively engage and engage with customers. Successful CRM views the business from the customer's perspective and considers the customer experience in its planning. A customer perspective helps you identify gaps and opportunities in your business and identify more effective strategies and processes for your organization.
- It should be borne in mind that CRM is not just software. Nowadays, sometimes, CRM is a web application or software that allows organizations to focus more on activities and relationships with their customers, buyers, suppliers, and partners while CRM The strategy layer is started and finally CRM software is a tool to facilitate the implementation of the organization's strategies.
- CRM is a collection of organizational processes, people, and technology
There is still no point in defining Customer Relationship Management.
Many information technology companies consider CRM or customer relationship management as a set of software or services that assist in marketing, sales, and service automation; CRM goes a long way in terms of technology ( This group is usually trying to buy customer relationship management software instead of deploying a customer relationship management system.
Another part of management activists emphasizes that CRM is an attitude with an emphasis on creating, maintaining, developing and deepening customer relationships.
In this attitude, the technologies of the day may or may not be used. There are even books in the field of CRM that have not made any serious reference to the use of technology in this field to emphasize the managerial aspects of customer relationship management.
They begin by defining the historical background of CRM and customer relationship management with Peter Drucker's words: The goal of any business is to create and retain customers.
This type of discussion is so serious that many customer relationship management books use such titles in their explanations to emphasize moderation: CRM - A Balanced Approach or Balanced Customer Management Concurrent attention to managerial and technological aspects.
Let's take a look at some of the most common definitions of customer relationship management or CRM:
Defining Customer Relationship Management from Microsoft's Perspective:
Microsoft, in its definition, has a bit of a taste for technology and explains that:
"Customer Relationship Management, or CRM, is software used to automate sales and marketing as well as manage sales and service-related activities within an organization."
As you can see, Microsoft's approach to CRM is so much software that you might think this is the answer to the CRM software question. Has raised.
Defining Customer Relationship Management from Gartner's Perspective:
Gartner, an information technology research giant, defines CRM as completely independent of its software platform:
CRM or Customer Relationship Management is a whole-of-business strategy for optimizing profit, revenue, and customer satisfaction. Gives and strives to create and develop behaviors in business that ultimately lead to greater customer satisfaction.
Types of CRM | Classification of customer relationship management systems:
Given the variety of definitions provided by CRM, it is important to classify these different perspectives appropriately.
Francis Batley, a well-known person in the field of CRM, has some interesting and informative explanations in his book Relationship Management instead of discussing CRM definitions:
CRM has no definite definition; everyone defines it in some way.
There is not even complete certainty about what CRM stands for, and some people call it Customer Relationship Marketing.
But more importantly, customer relationship management has been addressed in four completely different ways: strategic, operational, analytical and interactive.
From a strategic perspective on customer relationship management, CRM is a key business strategy and is intended to attract and retain profitable business customers.
From the operational point of view of customer relationship management, any process related to the customer is equipped with automated tools using software systems. Marketing, sales and customer service are among these processes.
From an analytical perspective on customer relationship management, CRM is a tool for intelligently analyzing customer data and information for strategic or operational purposes.
In an interactive view of customer relationship management, CRM uses technology to manage the boundaries of the organization, whether about the customer or business partners, and any data and information that crosses the boundaries of the organization are managed by the system.
However, the goal of the CRM system is to create value for the customers and partners of the organization.