¿Qué es un CRM?
Cuando en las reuniones de marketing los ejecutivos hablan de CRM no se a qué se refieren exactamente. Me suena a programa informático carísimo para la gestión de clientes pero no acabo de entender cuáles son sus peculiaridades.
Gracias.
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Con el CRM se pueden gestinar un gran número de procesos. Buzoneo, mailing, cartelería, etc.
Muchas empresas de reparto de publicidad lo emplean diariamente para llevar un control de todos los procesos, como por ejemplo la imprenta online: http://www.gupostonline.com/imprenta-online/imprenta-online.aspx
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Podéis ver qué es CRM en http://www.anekis.es
Espero que os ayude.
Por cierto, CRM es tan complejo de definir y explicar como lo es el AMOR.
Si no pones amor en tu CRM nunca llegarás a tenerlo!
Si alguien desea saber qué es CRM, pienso que debería poner el ojo en los juegos que presentan en Facebook.
Un ejemplo muy bueno es THE SIMS.
Me parece que este juego se centra en todas las necesidades del jugador. Si eso lo trasladas a las necesidades del cliente, podrás tener una idea bastante clara de lo que es CRM.
Saludos!
El CRM o gestión de relaciones con el cliente es una estrategia integrada de marketing que se basa principalmente en una arquitectura de apoyo para la toma de decisiones.
Requiere siempre de información permanente de distintas fuentes de datos operacionales internas (hoy en día, también de fuentes externas) y es basado netamente en la tecnología como el elemento principal de soporte.
Para llevarse a cabo correctamente se debe contar con una estructura de información absolutamente integrada y basada en el cliente. Es decir, debe existir una visión única del cliente en todos los canales de la empresa.
El almacenamiento de datos debe realizarse de manera precisa y siempre integrada con las demás plataformas tecnológicas con que cuenta la empresa. Si no hay integración de datos no existe CRM.
Estos datos son luego analizados en busca de patrones significativos. Se capturan las preferencias y necesidades específicas de cada cliente de manera individual. Esto mejora la efectividad de las campañas tales como correo directo, eMailing, o inclusive de la venta tradicional face-to-face.
En que tipo de empresa deseas estar con o sin CRM?
www.solumark.net
No se trata de un programa carísimo. Es toda una estrategia. Estrategia desde el punto de vista de la empresa y desde el punto de vista tecnológico. Desde el punto de vista de la empresa porque se precisa concientizar a los integrantes de la empresa sobre la importacia de la fidelización para con el cliente: atencion, servicio post venta.
Desde el punto de vista tecnológico, tiene que existir en cada empresa una manera de guardar los datos acerca de un cliente de forma prolija y ordenada, tal que podamos encontrarlo cada vez que se precise. Eso es lo que hace un software CRM.
Con respecto al precio, existen algunos software más accesibles que otros. Un ejemplo claro de eso es UpperCRM de Uppersoft Ingeniería de Software. Se puede ver más sobre esto en http://www.uppersoft.com.ar
Creo que la mirada que le están dando aquí al CRM es más bien tecnológica, si bien este es un punto muy importante no es el único ni principal.
Lo principal que debemos entender por CRM es que es una filosofía de empresa ("con o sin fines de lucro") en la cual el cliente es el protagonista principal, todas las políticas que genere esa empresa deben estar orientadas a las satisfacción, valoración y fidelización del cliente, cumpliendo más que nada sus necesidades.
Como dice muy bien Andreamanna "es toda una estrategia", en la cual toda la empresa debe reformular sus procesos, lo que a veces resulta muy difícil.
Por otra parte, en el ámbito tecnológico, existen muchas posibilidades "open source" que ayudan a esta estrategia de CRM, pero sin embargo con una simple planilla de Excel se pueden estructurar muchas soluciones para empresas con menos recursos, todo está en la creatividad e innovación que la empresa posea.
Es un programa que gestiona las relaciones de la empresa con los clientes (Costumer Relationship Management).
Lo de valorar si es caro, carísimo o barato, es otra cuestión. Conozco a quien por ahorrarse un dinero le ha salido carísimo, ya que a lo mejor incluso es demasiado grande para sus necesidades.
Lo que hace el programa es ordenar las relaciones con el cliente (visitas, datos, ofertas, contactos personales, agenda, precios, productos, etc. Puede (y debe) ir unido con la parte de facturación, lo que hace que no sea de "bajo coste", pero bien desarrollado debe ser la erramienta principal de la empresa junto (en mi opinión) con la gestión de los recursos humanos.
Leo sobre marketing directo y siempre lo llevan a CRM. Leo CRM y encuentro administración de relaciones, algunas veces se separa totalmente del Mkting uno a uno.
¿Se podría hacer el esfuerzo, por el bien de muchos, de trazar la linea divisoria y concreta entre el Mkting Directo y el CRM?.
Ahora bien, los software de CRM, uanto más existen en el mercado mas daño se hace al tema, por un principal motivo, nos quita la imaginación de innovar. Sucede por que mal se dice "Si ya existe para qué crearlo", ¿donde? me pregunto yo. Acaso alguna sastrería me ha enviado una misiva directamente a mi felicitándome por la ompra de la semana anterior y ofreciendome un nuevo modelo de Terno (dado que ha detectado o u SISTEMA ha detectado que compre todo, camisa, corbata, pero no el terno).
cuando nosotros nos referimos al CRM siempre estamos pensando en la gestion que se debe hacer con cada uno de nuestros clientes, tomarlos a cada uno de ellos como una parte importante de nuestro negocio,es increible ver empresas a los que los clientes les estorban, pero como puede ser esto? no capacitan a su representantes de ventas o vendedores internos, esto es terrible ya que ellos son la imagen del negocio y el generar ante el cliente una mala actitud es costosa para una empresa ya que ellos se encargaran de hacer mala publicidad a nuestra empresa, no se trata siempre de solo conocer el telefono la direccion donde vive, sino que compra, donde lo compra, poque compra, como lo hace frecuentemente lo hace a credito de contado, que impulsa a ese cleinte para que nuestras campañas sean mas efectiva para lograr que se brinde lo que el cleitne realmente necesita, cuando un cliente se siente feliz con lo que compro en nuestra empresa, vuelve y a eso se le llama recompra y el objetivo que debemos tener cuando generamos estrategias de mercadeo es lograr que cada uno de nuestros cliente se fidelicen y nos sigan comprando y no que se vayan a la competencia
gracias
El CRM no es ni mas ni menos que un sistema de organizar y potenciar el "one to one" , de mas esta decirlo que el solo hecho de tenerlo no va a dar rentabilidad sino que esto depende de la accion que se utilize para efectivizar toda esta informacion "organizada" que brinda el CRM.