Learning about CRM

Like many other contemporary concepts, the concept of CRM in everyday practice provokes doubts related to its meaning and its scope. The reason for this lies in the fact that CRM is both a strategy, a process, and a system. It is difficult to define a concept that is ambiguous because it covers such a wide area. It should be noted that CRM is a concept developed within the framework of marketing relations and business philosophy that strives to meet the individual needs of consumers; making consumers happy and building systematic interaction with consumers transforms them into clients. In order to do this, a communication system needs to be established that will ensure immediate interaction with the consumer. 

Through such interaction, anonymous individuals as mass consumers are transformed into individualized and personalized units, which not only systematically collect information, but also systematically provide information. That in itself presents a challenge when discussing CRM, since strategy, processes, and systems are part of one whole system. We will focus on all of these areas in this book, but for this chapter, we will mainly focus on the systems aspect of CRM. 

Such a communication system, especially in the case of a large number of consumers, cannot be built without the use of modern technology. That's why CRM systems integrate into marketing and information systems, as well as management systems. Data is the basis for creating a consumer image and consumer profile that contains all the information and connections that you deem relevant; that is, a 360-degree view of the consumer, which effectively enables you to cater to their needs. Such a system also enables the selection of quality clients in terms of securing loyal consumers. Consequently, CRM enables the construction of a defensive marketing strategy that seeks to retain consumers and make good use of existing clients, which, in nature, requires less effort and resources than the implementation of an offensive marketing strategy.

CRM covers a complete sales process, and its strength manifests from contact between businesses and individual consumers. CRM has a presence not only in area sales activities, but is important in pre-sale and post-sale activities. CRM has evolved from so-called call centers that, except for sales purposes, and were used for post-sale activities, for supporting users of products or services.

CRM is currently a key component of ensuring modern businesses survive.