Khawar Nehal, works at Applied Technology Research Center
What I understand are CRMs. Customer Relationship Management systems.
These
are required to track what discussions and paper work has been
exchanged between customers and the company representatives.
This avoids having the customer repeating themselves.
Usually
not mentioned, but the success of a CRM depends on top management
commitment, so I tell my clients that if the CEO is going to poke around
the CRM at least 15 minutes per day, then the results for the company
shall be very good.
It is a good way to make the company customer oriented.
Employees
can put in everything related to customers, policies and other
information into the CRM, but it is better to stay relevant to the
customer’s needs and use the CRM appropriately.
A
good example is SugarCRM and other CRMs which can integrate well with a
lot of other applications which might be considered for organizations.
Benefits include :
Better client relationships.
Improved ability to cross-sell.
Efficiency
A
well-implemented CRM system can replace manual processes that create
significant organizational inefficiencies. But CRM systems don't just
create efficiency by reducing the use of inefficient processes.
Thanks
to the ability of popular CRM platforms to integrate with other
systems, such as marketing automation tools, the efficiencies of CRM can
enable companies to interact with customers in ways that they wouldn't
have the resources to otherwise.
Greater staff satisfaction.
The more knowledge your employees have the more empowered and engaged they are. Having an accurate and up-to-date CRM that everyone uses and has acces to helps employees solve client problems. Doing so makes employees and clients happy.
The more knowledge your employees have the more empowered and engaged they are. Having an accurate and up-to-date CRM that everyone uses and has acces to helps employees solve client problems. Doing so makes employees and clients happy.
Most importantly : Increased revenue and profitability.But
this comes at the commitment of the top management of the company to
look regularly inside the CRM. From my experience. Without this, the CRM
becomes just another waste of resources with no one caring what is done
with it.
Also the CRMs are able to make real time reports which are call dashboards or business intelligence nowdays.
The marketing information system is defined as : (in wikipedia)
A marketing information system (MkIS) is a management information system (Management information system - Wikipedia) (MIS) designed to support marketing (Marketing - Wikipedia) decision making (Decision-making - Wikipedia).
Jobber (2007) defines it as a "system in which marketing data is
formally gathered, stored, analysed and distributed to managers (Management - Wikipedia)
in accordance with their informational needs on a regular basis." In
addition, the online business dictionary defines Marketing Information
System (MkIS) as "a system that analyzes and assesses marketing
information, gathered continuously from sources inside and outside an
organization or a store."
Furthermore, "an
overall Marketing Information System can be defined as a set structure
of procedures and methods for the regular, planned collection, analysis
and presentation of information for use in making marketing decisions."
(Kotler, at al, 2006)
So it is similar to the new term CRM which is common now.
Regards,
Khawar Nehal
Applied Technology Research Center
Applied Technology Research Center
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