Introduction to CRM Solution Map
|OBJECTIVE OF THIS ARTICLE ON CRM SOLUTION MAP
In this chapter, we want to look at the various application that can be deployed in running a successful CRM program. Attention will be focused on those departments in an organisation that has direct contact with customers.
In any organization, we have two sets of departments. These include those that have direct
· Relationship with customers and those that do not relate directly to customers.
· We have seen in the previous chapters that customer-facing departments include: marketing, sales and customer services department.
A scenario that explains the CRM Solution map
Benson is a 9Mobile customer while his father who happens to be a carpenter also uses the same network. Benson who likes socializing and free things decided to migrate from easy starter to easy click because it gives him the opportunity to enjoy low call rates, get megabytes for browsing and free access to Facebook and 2go among others.
The sales department in a customer-centric enterprise also needs some application that will allow the staffs of the department to satisfy the needs of customers. One of such is the application that will allow effective sales processes so that closure of deals can be faster. This will allow the department to know those that really need the product and the best way to sell it to them.
The benefit of the e-commerce platform as part of a CRM solution map is to ensure that the organisation is able to use the World Wide Web to increase its sales effortlessly. The organizations have to deploy applications that will ensure that both the online customers and those that walk into the various branch offices enjoy the same benefits.
This is the medium through which the organization support customers that have purchased their products and services. This might include the deployment of call centre applications, portals or customized interfaces which are meant to meet the need of the customers. A good example of this is the MTN online service centres which are meant to provide support to customers who might be having challenges with their MTN services.
So far, we have looked at the various applications that are needed for CRM solution map. We said that these various applications are mostly needed in various departments that have to deal with the customers directly such as Marketing, Sales, Customer service and B-Commerce departments.
- Do you think marketing is relevant to CRM? Give reasons for your answers.
- Discuss the various branches of CRM in relation to any beverages firm that you know.
- Examine marketing and sales in a product-centric enterprise. Why are they different?
Now your take on this argument.
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Adeniyi Salau is a Digital Marketer, Project Manager and SEO Expert of repute with about a decade of Blogging and online marketing experience. He is always ready to share his experience with others.