TECHNOLOGY
W
hat is CRM? That acronym stands for tored by customer service reps. Theoretically,
Customer Relationship Management, a when a rep’s telephone detects an incoming call,
customer centric strategy that focuses on col- CRM software determines who’s on the line and
lecting comprehensive data about your custom- triggers a “screen pop” that brings up the call-
ers, whether they’re huge accounts or individual er’s details before the rep can even answer the
consumers. CRM applications have developed to phone. The customer service rep doesn’t have to
the point where they have become an efficient locate the client’s information, the client’s waiting
way to manage customer lists, oversee processes, time is minimized, and call duration is drastically
view past communications, and quickly retrieve reduced…all leading to higher satisfaction levels
the latest client data. and more efficient operations.
At its most basic, CRM centralizes customer data, The “screen pop” data may actually be compiled
allowing salespeople or marketers to access, from several CRM databases. One section may
update, or correct that data through a variety of come from accounting, detailing the client’s pay-
access points. From recording customer buying ment status while another portion may be drawn
habits through UPC scan data (linked to person- from sales, listing the client’s last ten products
alized frequent buyer cards) to noting when and purchased, order quantities, and delivery sched-
what mailing the customer received, CRM can ule. The credit department may even get into the
help even the smallest companies manage cus- act, stating acceptable payment terms given the
tomers more efficiently. client’s credit rating and payment history. All of
these features are possibilities, but not all compa-
If developed properly, CRM can remind employ- nies need this level of sophistication in their CRM
ees when to contact specific customers, maintain application.
an inventory of standardized letters that users
can easily personalize, and even help salespeople While many features of CRM are intuitive, allow-
or marketers analyze customer data. Since under- ing new users to populate data fields and track
standing your customer’s product preferences, customers as they go through the selling process,
buying habits, and desired frequency of com- you may need to train users in order to get the
munication is critical to offering superior service, most out of the application. For example, the
CRM can be an important tool in managing your “screen pop” scenario listed above would un-
sales and customer service processes. doubtedly require significant training of techni-
cians and programmers to get the application to
The ultimate example of CRM applications may perform as advertised. A less sophisticated series
be its integration with telephone banks moni- of tasks would probably involve significantly less
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