The basic concept of CRM is to regard customers as the most important assets of a company, build and strengthen relationships with customers from the mid to long term, and increase long-term profitability from customers. The most important characteristic of CRM is not the mass marketing approach whi...
The basic concept of CRM is to regard customers as the most important assets of a company, build and strengthen relationships with customers from the mid to long term, and increase long-term profitability from customers. The most important characteristic of CRM is not the mass marketing approach which is enterprise-centered "how to sell the products produced by the company" but "customer preference or purchasing power (income level) understanding and recommending products or services that meet the needs of individuals based on highly specialized knowledge "is a customer-centered direct marketing approach.
In this way, the direction and pursuit of CRM is to strengthen and maintain good relationship with customers to maximize the LTV (life time value) and ultimately enhance the value of the enterprise. Therefore, it is necessary to manage up to the level of individual customers in order to establish a close relationship with customers, and it requires enormous expense and effort to segment and scientifically manage various customers. This CRM became a feasible strategic means of the change in perception of customers and the development of IT information technology. Database technology has made it possible to accumulate a large amount of customer information, enabling communication with customers through e-commerce websites, call centers, and SFA, and providing services tailored to the needs of individual customers.
In order to enhance competitiveness, many advanced companies have invested in large-scale data warehouse construction and developed various customer compensation programs, but they have become increasingly skeptical about performance. So some of the companies abandoned the project halfway. Some companies that are pushing CRM for this effect are not able to invest because of the enormous cost and uncertainty. Therefore, it is an important issue of CRM to worry about how to approach CRM while accurately recognizing the necessity of CRM. In this paper, in order to find out how to build CRM successfully, we have analyzed the types of promotion strategies and the problems that occurred during the implementation process through the existing CRM cases. As a result, we can see that some of the companies that have implemented CRM have actually achieved some results, and we can identify the key elements to establish a successful CRM.
Before introducing CRM, companies should analyze the characteristics and the situation of the company and clarify the CRM vision. And, with a long-term perspective, you need to identify and optimize the factors that will bring CRM to your business. In addition, it is necessary to develop a CRM strategy that adds CRM concepts to the marketing activities that ordinary companies conduct on a daily basis. In accordance with this construction strategy, it is necessary to improve the business process with the greatest investment effect step by step, The development of the information system strategy should be harmonized. In order to grasp the concept of CRM and to utilize the new technique well, continuous education and training for the operating organization should be promoted, and continuous improvement should be made.
CRM has seen more progress in large retailers with frequent contact with customers. CRM is also a necessity for distributors who need to conduct marketing activities for a large number of customers, but many retailers have not been able to introduce them easily because of the cost burden. However, as can be seen from the case of small business owners in Switzerland, CRM should be realized that it can be deployed in its own way without significant capital investment and that it can also be effective. In other words, it is to develop and utilize appropriate methods to suit the characteristics of small and medium-sized companies, such as exhibiting their own organs and event events with topics. The prerequisite for the introduction of CRM by SMEs is the recognition of the right understanding and importance of CRM.
Through this study, I can conclude the following conclusions. First, customer satisfaction management is absolutely crucial for survival. Second, CRM is essential for SMEs who are customers as part of CS management. Third, retailers should increase their understanding of CRM and introduce appropriate CRM system according to their business sizes. Fourth, CRM will be highly effective when it is comprehensive and organic in accordance with the characteristics of the company. Fifth, CRM programs should be continuously improved and developed through complementary activities.
While many companies are currently reviewing and building on CRM, most of them do not understand the correct concept as they talk about what CRM is like. Also, depending on the age group, the perspective on CRM is also diverse. The extension layer is reluctant to market to new channels such as the phone or the Internet, and the burning layer is wary of privacy infringement on the use of customer data. Under this circumstance, this study may have the following implications.
First, we clarify the concept of CRM and summarize the cases of domestic and foreign CRM in a comprehensive manner in case that the case study of CRM is still insufficient.
Second, while reaffirming the importance to customers, CRM pointed out that CRM should be studied not from a simple computerized system (IT) but from the viewpoint of changes in business processes and management strategies. Therefore, we have to understand that the change of the organization, the change of the business process, the change of the customer contact channel, and the management's right understanding and interest can be successfully applied to the business.
Third, by analyzing the major success factors and CRM promotion strategies through the case of domestic advanced companies, it is meaningful that SMEs will present directions on how to build CRM in the future. However, it is too early to discuss the success of CRM in Korean companies because the status of CRM implementation has been focused on large companies and the implementation period is short (3 ~ 8 years).Therefore, the CRM success case of the advanced company means that the system has succeeded in establishing the system. It means that the development and operation of the program for CRM settlement needs to be watched in the long-term perspective. It seems that a more systematic approach to the case of scale-based construction is required.
Fourthly, if a company establishes a CRM system and establishes a project team and puts it in once, it maintains a continuous effect. If the system is successfully established, it can be thought that the purpose is achieved. In fact, It is one of the daily tasks. What we need to do more after the initial introduction is to be able to run the CRM system well in our day-to-day business and business activities.
The basic concept of CRM is to regard customers as the most important assets of a company, build and strengthen relationships with customers from the mid to long term, and increase long-term profitability from customers. The most important characteristic of CRM is not the mass marketing approach which is enterprise-centered "how to sell the products produced by the company" but "customer preference or purchasing power (income level) understanding and recommending products or services that meet the needs of individuals based on highly specialized knowledge "is a customer-centered direct marketing approach.
In this way, the direction and pursuit of CRM is to strengthen and maintain good relationship with customers to maximize the LTV (life time value) and ultimately enhance the value of the enterprise. Therefore, it is necessary to manage up to the level of individual customers in order to establish a close relationship with customers, and it requires enormous expense and effort to segment and scientifically manage various customers. This CRM became a feasible strategic means of the change in perception of customers and the development of IT information technology. Database technology has made it possible to accumulate a large amount of customer information, enabling communication with customers through e-commerce websites, call centers, and SFA, and providing services tailored to the needs of individual customers.
In order to enhance competitiveness, many advanced companies have invested in large-scale data warehouse construction and developed various customer compensation programs, but they have become increasingly skeptical about performance. So some of the companies abandoned the project halfway. Some companies that are pushing CRM for this effect are not able to invest because of the enormous cost and uncertainty. Therefore, it is an important issue of CRM to worry about how to approach CRM while accurately recognizing the necessity of CRM. In this paper, in order to find out how to build CRM successfully, we have analyzed the types of promotion strategies and the problems that occurred during the implementation process through the existing CRM cases. As a result, we can see that some of the companies that have implemented CRM have actually achieved some results, and we can identify the key elements to establish a successful CRM.
Before introducing CRM, companies should analyze the characteristics and the situation of the company and clarify the CRM vision. And, with a long-term perspective, you need to identify and optimize the factors that will bring CRM to your business. In addition, it is necessary to develop a CRM strategy that adds CRM concepts to the marketing activities that ordinary companies conduct on a daily basis. In accordance with this construction strategy, it is necessary to improve the business process with the greatest investment effect step by step, The development of the information system strategy should be harmonized. In order to grasp the concept of CRM and to utilize the new technique well, continuous education and training for the operating organization should be promoted, and continuous improvement should be made.
CRM has seen more progress in large retailers with frequent contact with customers. CRM is also a necessity for distributors who need to conduct marketing activities for a large number of customers, but many retailers have not been able to introduce them easily because of the cost burden. However, as can be seen from the case of small business owners in Switzerland, CRM should be realized that it can be deployed in its own way without significant capital investment and that it can also be effective. In other words, it is to develop and utilize appropriate methods to suit the characteristics of small and medium-sized companies, such as exhibiting their own organs and event events with topics. The prerequisite for the introduction of CRM by SMEs is the recognition of the right understanding and importance of CRM.
Through this study, I can conclude the following conclusions. First, customer satisfaction management is absolutely crucial for survival. Second, CRM is essential for SMEs who are customers as part of CS management. Third, retailers should increase their understanding of CRM and introduce appropriate CRM system according to their business sizes. Fourth, CRM will be highly effective when it is comprehensive and organic in accordance with the characteristics of the company. Fifth, CRM programs should be continuously improved and developed through complementary activities.
While many companies are currently reviewing and building on CRM, most of them do not understand the correct concept as they talk about what CRM is like. Also, depending on the age group, the perspective on CRM is also diverse. The extension layer is reluctant to market to new channels such as the phone or the Internet, and the burning layer is wary of privacy infringement on the use of customer data. Under this circumstance, this study may have the following implications.
First, we clarify the concept of CRM and summarize the cases of domestic and foreign CRM in a comprehensive manner in case that the case study of CRM is still insufficient.
Second, while reaffirming the importance to customers, CRM pointed out that CRM should be studied not from a simple computerized system (IT) but from the viewpoint of changes in business processes and management strategies. Therefore, we have to understand that the change of the organization, the change of the business process, the change of the customer contact channel, and the management's right understanding and interest can be successfully applied to the business.
Third, by analyzing the major success factors and CRM promotion strategies through the case of domestic advanced companies, it is meaningful that SMEs will present directions on how to build CRM in the future. However, it is too early to discuss the success of CRM in Korean companies because the status of CRM implementation has been focused on large companies and the implementation period is short (3 ~ 8 years).Therefore, the CRM success case of the advanced company means that the system has succeeded in establishing the system. It means that the development and operation of the program for CRM settlement needs to be watched in the long-term perspective. It seems that a more systematic approach to the case of scale-based construction is required.
Fourthly, if a company establishes a CRM system and establishes a project team and puts it in once, it maintains a continuous effect. If the system is successfully established, it can be thought that the purpose is achieved. In fact, It is one of the daily tasks. What we need to do more after the initial introduction is to be able to run the CRM system well in our day-to-day business and business activities.
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