TAILIEUCHUNG - Do You Need CRM?

A few years ago, I was speaking with a friend who is a senior executive at a large restaurant franchise. The conversation went something like this: | Tài liệu tham khảo - Do You Need CRM 10 Questions to Guide Your Customer Relationship Management Strategy by Geoff Ables A few years ago I was speaking with a friend who is a senior executive at a large restaurant franchise. The conversation went something like this Executive We re thinking about investing in a CRM program what do you think about that Me Sounds great but I knew that they had very slim margins low revenue per transaction and many transactions. How do you expect to justify the marketing and technology costs Two years later we re still not sure if there is a good answer to that question. Be careful about taking the advice of that over-zealous salesperson consultant marketer or systemsintegrator. CRM is not for everybody. The issues that my friend has been dealing with coupled with all the stories of CRM gone bad has led many people to ask the question. Is CRM Right for My Company It s a fair question. But because of all the misinformation still in the marketplace the answer can be elusive. At the most fundamental level every company has customers. And every company should maintain some basic information about those customers names addresses purchases contracts invoices etc . Therefore every company should have at least some basic CRM Technology to track and serve their customers. Even small businesses use Outlook Quicken or other applications for this purpose. But for purposes of this discussion we are going to define CRM as targeted mass marketing. That is having a large number of customers and or prospects whom you want to selectively communicate with depending upon their preferences past buying patterns demographics or other information. Given that simple definition companies that are not trying to communicate in a way that is both large scale and targeted can walk away from CRM. For the rest of the world there are 5 key questions you should ask yourself 1 Am I trying to communicate with a large audience of perhaps 500 or

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