CUSTOMER RELATIONSHIP MANAGEMENT

CUSTOMER RELATIONSHIP MANAGEMENT As univ drd Mihaela Cornelia Prejmerean Lect univ dr Alina Mihaela Dima Academy of Economic Studies Bucharest in 2012 Abstract After 17 years of economical and market development Romanian companies face a new challenge the tough competition from the European Union and the battle for the customers The Romanian enterprises will have to learn not only how to attract customers but also how to keep them Marketing programs include now aspects regarding customer orientation relationship management loyalty and quality In this paper we will follow the main aspects characteristics dimensions and processes of Customer Relationship Management and we will analyze the challenges that the local companies will have to face Examples from the financial service sector will round the actual situation of the implementation of the CRM rules and principles in Romania Keywords marketing information system customer relationship management business asset customer acquisition customer retention 1 Introduction In the last decade the majority of the companies were preoccupied with production recession mergers new technologies and business regulation Romania s accession in the European Union will bring many advantages for further development together with membership in a Common Market with common policies on product regulation and freedom of movement for all the four factors of production goods services capital and labor This means that Romanian companies will compete with other companies from the EU directly in their home market European companies are more flexible and mobile and will put a high pressure on the local companies in order to produce better products launch better offers and services and orientate more towards their customers High revenue equals important customer is a classic rule when the company organises its customer policy An important customer brings a gross amount of money for our enterprise has become a reflex for many companies abroad and perhaps in Romania too But is this always true or do we need more information than a simple figure reported at the end of the year 2 Marketing information system A winning company is more productive in acquiring and retaining customers to expand its clientele Kotler 2003 This company improves the value of the customers by reducing the rate of defection increasing the longevity of customer Management target segment the company usually sets priorities between different customer segments it defines strategic customers based on the portfolio analyses factors as revenue length of the relationship income collaboration with the customer These are its analysis criteria ways of retaining the customers customers satisfaction is in the centre of all the decisions but customers retention can also become a central issue through contractual clauses such as service leasing and warranty choosing the instruments of CRM the company combines the instruments of the 4P s with focus on the customer intensity and timing of the CRM decisions show when and how should the company introduce different instruments programmes can last from one day to one week or from three month to two years cooperation within the CRM programme sometimes the company must cooperate with other partners from the distribution channel mainly between producer and wholesaler and retail 5 Instruments of customer relationship management The communication policy plays an important role in the instruments mix It follows two objectives first to build a permanent dialogue with the customer in order to stabilize or change its expectations and second to counteract influences after consumption The main CRM instruments within the communication policy are Direct Mail is material distributed through the postal service to the recipients home or business address to promote a product or service In CRM the mailed issue can vary from a simple letter to a catalogue and its sending will always occur at a particular moment in customer s life birthday invitation for an event It must incorporate sticky gadgets to increase their chances of being opened and read Newsletters are distributed to customers for free and contain information about new products offers for special events and others Fidelity cards store cards are an important tool in gathering information about customer behaviour By accumulating points of fidelity the customer can benefit from different special offers Clients club designates a concept which has grown in parallel with the fidelity cards Its main forms are VIP Club Fan Club Product Interest Club and Lifestyle Club The club represents an opportunity for the company to make offers in accordance with the social status acceptance prestige and expectations of its customers Telemarketing allows companies to undertake marketing research and is highly measurable and accountable the number of positive and negative responses are easily recorded and monitored It provides for interaction is flexible and permits immediate feed back Online marketing includes many forms such as on line advertising on line sales promotions on line direct marketing on line public relations one line personal selling The medium used is the internet and the main instrument is the email Virtual promotions are cheaper than hard copy versions but the challenge is to drive traffic to your company s Web site Event marketing takes place in three main areas the product here it focuses on increasing sales the corporation for developing a corporate body and the community to make a difference in the life of the local community Bruhn 1999 banks began to develop and to introduce new products Some experts say that a weakness of the banking sector is market segmentation There is lots of information about customers but it seems that banks prefer to focus on clients with large savings accounts The main banks in Romania as BRD BCR ING and HVB Tiriac announced for the year 2005 an increase in the number of the private banking clients These are mainly customers with accounts between 50 000 and 100 000 Euros they benefit of private consultancy special interest rates commissions and special insurances Customers have also a word to say about their bank A market study made by Deadalus Consulting revealed that the customer profile for banking services is person aged between 45 55 years with higher or middle education The most utilized service is the bank card for salaries payment 32 6 Next savings accounts 10 2 credits for personal needs 11 1 credits for buying electronics 9 2 and auto leasing The best grades were received by Raiffeisen Bank 8 83 BCR 8 58 and BRD Societe Generale 8 57 A customer s criteria when choosing a bank are the trust in the bank the environment in the branch the quality of the staff the advice they receive the best interest rate they can receive the information about the credit costs and the conditions for obtaining a credit A successful service provided by the majority of the banks is internet banking It allows clients to save time and money without going to the bank 24 of 24 from inside or abroad The access is free of charge or very cheap and includes all kinds of activities from money transfer payment orders currency exchange payment of current bills external payments etc The rate of penetration is still low ranking between 10 and 30 of the customers in one middle bank 7 Conclusions Romanian companies must focus in the future on the Customer Relationship Management and try to turn a susceptible client into a partner to transform people who once needed their product service or occasional business partners into supporters and advocates and eventually into loyal partners that sell on the behalf of the company Companies must create a permanent dialogue with their customers and fight for them because the clientele is not given for free Customers that were price sensitive show now a higher interest in quality service and behaviour of staff and a company which concentrated on a price strategy should check how prepared its rivals are for a competition in the aforementioned fields Customer Relationship Management increases its flexibility and adaptability to the market in a world of capricious clients 客户关系管理客户关系管理 这是一份来自布加勒斯特 罗马尼亚首都 经济学院的研究 摘要 经过 17 年市场经济的发展 罗马尼亚的公司面临着一个新的挑战 来自 欧盟的激烈竞争和抢夺消费者的大战 看来罗马尼亚众企业不仅得学会如何吸 引顾客 还得想法子如何留住顾客 现在的行销策略已包含了关于客户定位 客户关系管理 客户的忠诚度以及客户质量的方面 在这份报告中 我们关注 它的主要方面 即客户关系管理学中的特性 范围及进程 并且我们还将分析 本土公司可能面临的挑战 在金融服务那一块的例子我们将会围绕客户管理关 系学规则实施的实际情况和罗马尼亚的原则来展开讨论 关键词 市场行销信息系统 客户关系管理学 商业资产 客户来源 客户资 源的维持 1 介绍 在过去的十年中 大多数企业正在忙于生产 经济衰退 合并 新技术和商 业管理 罗马尼亚在加入欧盟将进一步发展的诸多优势 加上一对产品监管的 共同政策共同市场的成员 和行动自由 所有四个生产要素 商品 服务 资 本和劳动力 这就意味着 罗马尼亚的公司要在国内市场直面来自欧盟国家其 他公司的竞争 欧洲的公司模式更灵活多变 为了生产出更好产品 提供更优 报价和服务给客户 顾客方面他们会更以消费者为导向 这无疑给罗马尼亚的 本土公司带来更大压力 高收益等于重要客户是公司推行客户政策拉拢客户的 经典准则 一个重要客户能给公司带来巨大金钱收益 已经成了海外大多数公 司的反照 在罗马尼亚也可说是如此 但这是否是一成不变的事实 我们大概 需要搜集更多信息来证明 而不是单靠相信年底报告的一份简单数据就知道的 吧 2 营销信息系统 一个好的公司在获取和留住客户的生产 扩大其客户群这方面更具成效的 这样的公司提高了对叛逃率降低了客户的价值 增加了客户关系管理及市场寿 命 使低利润客户更有利可图或终止他们的实际或潜在的市场信息收集等 不 仅使本组织监测趋势和问题有关的现有客户 而且也有助于确定潜在的客户 轮廓和新的市场 以保持其竞争的轨道 其战略 战术和的未来计划 为了收 集和整理的各种信息高质量 企业开始建立营销信息系统 目前 主要是一个 程序 受它相关 及时和准确的信息不断收集 整理 分析 评估 储存和营 销的决策者使用分布式的方法集 营销信息系统包括来自外部和内部来源 销 售记录 客户记录 营销传播数据 信息和销售力 对客户的重点和营销功能 整合帮助公司建立与有关个别客户或潜在客户的客户的综合信息数据库 3 客户关系管理 客户关系管理已经出现了过去 30 年 但它变得非常重要 当企业对营销功 能改变他们的态度 如今 跨职能的营销方式需要一个组织文化和气氛 鼓励 部门之间的协作和合作 在行业中的人必须了解客户服务 内部或外部的一个 方面的作用 客户关系管理基础上的关系营销的原则和承认 客户是一个企业 的资产 而不是简单的商业片观众 意味着结构从职能的公司流程 信息是主 动而不是被动地使用和发展的 NE 对 1 营销办法 当定义客户关系管理 我们必须首先解释客户之间的差异获取和留住客户 这 两个概念有不同的驱动程序 吸引客户已变得非常困难的日子里 当人们难以 讨好 他们更聪明 价格意识和敏感 更严格 不能宽容 他们有更多的有同 样好或更好的优惠的竞争对手接触 公司更注重销售分析 客户细分 广告 营销和广告管理 越是困难的部分是保持客户 据布鲁恩 当一个顾客满意与 消费之间提供履行他 她的期望比较后 他 她接受了公司 信托 并朝它表现 出积极的态度 成为该公司的忠诚 在这种情况下 积极对公司及有关其产品 的客户谈判 较少注意竞争品牌 对价格不敏感 而变成日常交易 与客户保 持率 公司必须注重服务的满意度和客户关系管理的组织及其工作人员的信任 一些公司认为 如果客户投诉的问题将得到解决 但 96 的不满意客户不会抱 怨 转到另一家公司 因此 客户关系管理是留住客户的机制 主要客户关系 管理使得公司能够了解谁是他们的客户 孤立最好的客户 那些与你的愿望有 长期的合作关系 创建关系随着时间的推移伸展和涉及多方面的相互作用 相 互关系 管理优势 寻求获得这些 最佳 的顾客 如营销战略的投入 客户 基础 产品和管理 竞争对手和员工的技能是一个 CRM 方案 建立为客户服务 客户保留 产出更高的钱包份额 客户转介 更可预期的收入流 提高盈利能 力 较低的合成成本和更好地遵守 4 客户关系管理发展战略 由于 CRM 是一个跨职能的活动和大型企业有成千上万的数百万客户 一个 战略框架的必要性是非常高的 一个 CRM 战略的层面 主要是在确定以下主题 重点 对象的客户关系管理 该公司有三个选项 在一个品牌或分销商对公司 本身的重点 目标市场 该公司通常会设置不同的客户群体的优先事项 它定义了组合 分析为基础的战略客户 收入因素 长度的关系 收入 与客户的合作 这是 它的分析标准 保留客户 客户满意 的方式是在所有的决策中心 但客户也可以成为 保留通过合同条款 如服务 租赁和保修 核心问题 选择客户关系管理的工具 该公司结合了文书以客户为中心的四路的 强度和客户关系管理的决策时机 何时以及如何显示该公司介绍 不同的 乐器方案可以从一天的最后一个星期 或由 3 个月至两年 在 CRM 项目合作 公司有时必须进行合作 由其他合作伙伴的分销渠道 主 要是生产者和批发商之间和零售 5 仪器的客户关系管理 该通信政策中起着重要作用的工具组合 它如下两个目标 第一 建立与客 户长期对话 以稳定或改变其预期 第二 抵消后消费的影响 通信政策内的 主要客户关系管理工具包括 直接邮件是通过邮政服务 收件人的家庭或企业 的物质分配的地址 以促进产品或服务 在 CRM 的邮寄问题而定 由简单的信 件到目录 它总是发生在发送一个特定的在客户的生活 生日 为活动邀请的 时刻 它必须包括粘性的小工具 以增加他们的机会被打开和阅读 通讯 免 费分发给客户 并载有关于新产品的信息 特别活动及其他优惠 富达卡 存储 卡 是在收集信息的重要工具客户行为 通过积累的忠诚点 客户可以受益于 不同的特殊优惠 客户俱乐部指定一个已与富达卡并行增长的概念 其主要形式 是贵宾俱乐部 歌迷俱乐部 产品利息的俱乐部 以及与生活方式俱乐部 该 俱乐部是一个机会 使该公司在根据社会地位 接受 威望和提供其客户的期 望 电话营销允许企业进行市场研究和高度可衡量的和负责任的 正面和负面 的反应数很容易记录和监测 它提供的互动 是灵活的 允许即时反馈 网上 营销包括很多形式 如网上广告 网上促销 网上直销 网上公共关系 一线 人员销售 该培养基是采用互联网和主要工具是电子邮件 虚拟促销比硬拷贝 版本的便宜 但面临的挑战是吸引流量到您公司的网站 事件营销需要在三个 主要领域 产品 在这里举行 它在增加销售的重点 为开发法人公司 和 社区 能在当地社区生活的差额 价格政策时 可以被认为在建立客户关系 管理方案的各个方面有关 为特殊客户的折扣 贱卖或匹配的竞争对手 忠诚 退款 项目捆绑在一起 提供整体的价格 虽然价格不是有内在的价值尺度收 到的 它经常被用来作为基准客户 忽视或任何其他功能的差异 在产品政策的关键因素是产品本身的质量 设计 技术特点 包装和服务管理 其中包括终身保修 价格保证或客户电话线 在分配政策 积极管理可以集中 精力在客户或分销渠道 生