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Customer Relationship Management CRM Mcgraw Hill
关注微信公众号Customer Relationship Management (CRM) - TouchBistro
Customer Relationship Management (CRM) - TouchBistro
English US
POS SolutionsMore
All Features
All Features
Customer Relationship Management (CRM)
Increase Sales
Drive repeat business by rewarding loyal customers and tracking orders, account balances, and more
Improve Service
Track favorite order items and past orders for each account
Inform Decisions
Use your regulars’ purchase history to inform menu engineering and promotion decisions
How It Works
Create Accounts
Easily add and manage customer accounts, with fields to track key preferences
Manage Balances
Accept advance payments for your VIPs, specific individuals, or even groups
Bill outstanding balances or pay for orders directly using the customer’s existing account
Create Accounts
Easily add and manage customer accounts, with fields to track key preferences
Manage Balances
Accept advance payments for your VIPs, specific individuals, or even groups
Bill outstanding balances or pay for orders directly using the customer’s existing account
More Features
Customer Relationship Management (CRM)
Create and store customer information on the iPad for future reference
Offer loyalty & gift cards, allow your customers to collect & redeem points, and manage customer data throughCustomer relationship management CRM（客户关系管理CRM）- 道客巴巴
Customer relationship management CRM（客户关系管理 CRM） Background: the next few years, with the computer network and the high popularity of the millions of college students will become the core of the era of mainstream consumer groups. The new Intel core 2 Duo processor, mop.com INTEL tailored specifically for college students of the core brand CLUB, interactive online community, the person responsible for the operation and maintenance, make it become the main position of INTEL brand promotion, brand communication among students of the tribe, experience the product multimedia window.
Strategy: mop, tailored for the enterprise, with Web2. 0 temperament online interactive entertainment community platform - INTEL core brand new campus life CLUB, MOP station all kinds of advanced technology and function of humanized design in a real Web2. 0, the application of technology in the platform, that is, the concept of entertainment and interactive community. INTEL core CLUB brand bearing &core era& can bring to the new campus crowd, the ubiquitous digital entertainment life, let them become the faithful support core culture.
INTEL core community based mop.com &my space& platform, by setting different themes of the circle, communicate and exchange of different interests to attract users through a variety of ways of text, pictures, audio, video etc.. The core of cultural infiltration into the campus all aspects of basic necessities of life, let the campus groups in the community everywhere to experience the core to bring their own life surprise change, and eventually become followers and disseminators of core culture.
Theme: new campus life
Time: 2006 to present
Creative point:
Innovatively to name &extending from the core brand cool business index& to participate in the brand CLUB user score, increase in users of the brand CLUB viscosity at the same time, the popular brand.
Gradually tap into different types of grassroots cattle, become different users in the circle of circle owners and opinion leaders, the formation of users of the INTEL brand CLUB self-management.
Through entertainment, technology, sports of different themes challenge, public tree planting and other online and offline combined activities continue to maintain the attractiveness of CLUB, the depth of influence so as to enhance the brand and brand culture in the campus in the community.
Technological process：
Pre warm-up: to cool to core Superman competition
In order to spread the core spirit of the brand connotation, for the students CLUB into the media for preheating, golden stage (mid September to mid October) of core promotions, mop.com held a special &to cool to Rui Superman competition event, aroused strong concern of friends. According to the
requirements in the users upload pictures and participate in the IQ online quiz to win a Intel machine 4000 yuan vouchers, compete according to the number of votes, the vote players also have the chance to get lucky draw. Activity strengthened the selling function core products, promote sales, at the same time to preheat the CLUB of college students, to enhance the contribution of the CLUB community, popular works, guarantee the establishment and operation of the community. The selection of the core activities of Superman will train to become moderator and backbone molecular INTEL CLUB community college.
CLUB on-line operation:
INTEL core CLUB set INTEL focus, fashion, technology, sports, campus life, endless entertainment pioneer bright prospect and other channels, and the creation of science and technology, entertainment without limits, the vane of vocational education classroom, dynamic new life theme of the forum, as well as brand display, brand brand brand game download and display area. Here, users can find the latest information about science and technology, the fastest sports events, the most accurate frontier information, the most rapid movie star information and the most funny portrayal of campus life.
INTEL core CLUB contains a total of 4 small circles: Intel technology, Intel fashion circle movement limit ring, Intel - Intel, qianchengwuyou entertainment circle, attracted many similar personality characteristics of the user's attention and recognition, the interests of different INTEL fans from different angles to explore the topic, participate in interactive.
INTEL core CLUB operation, held a number of online and offline activities,
Achieved very good results.
1. online treasure hunt
MOPPER posts in hodgepodge and will not appear regularly &, to one of the cool, to four, Rui Chinese characters pictures, users click on the picture that prompts the user to need to find another three pictures of INTEL CLUB, to find all four pictures and fill out the registration information of the user will receive a INTEL the big value.
As users read the post click on the mouse can participate, very simple, high participation, a total of 425535 participants. At the same time, users will see a CLUB channel name and INTEL once each set of identity, that is, to deepen the impression of CLUB community content and INTEL product brand. The form of interactive activity attracted MOPPER's attention, and successfully introduced the hodgepodge of MOPPER into the community, making the CLUB PV jump to as much as 3 million in the hunting activity period, creating a stir effect.
2. circles offline activities
In order to narrow the distance of MOPPER, active INTEL CLUB circles lively, warm atmosphere, improve the cohesion, mop.com called INTEL Guangzhou MOPPER held within the circle of friends will meet in, killing it in the wisdom of selected the new
generation core police.
Activities to convene posts in 4 laps at the same time, in the MOPPER caused a strong response, activities post browsing amount of nearly 40 thousand people, enrollment of more than 100 people, due to geographical reasons and other restrictions, the final event to participate in the number of 28 people. The offline party is very popular with students, and the enthusiasm is high. The successful offline activities not only enrich the atmosphere in the circle, but also make INTEL's caring heart integrate into the students' hearts.
3. for core geeks
The concept of activity by arousing students' geek identity and enthusiasm to stimulate the members of the CLUB core, strive to guide students in the era of the elite, leaders. Users upload five very, very, very cuanji game player, very, very artistic image of music works for comparison, &expert + the number of votes as the core index, the highest index for the final core geek award winner. A total of 12265 people participated in the event, INTEL brand status has improved rapidly, while gathering higher popularity for CLUB.
4. Beijing college students research activities
The research activities held to the forum form, through online registration and screening, interviews with students from different universities, the further understanding of the college students thought and care about the direction, preliminary master part of the students' core product awareness,
provide a lot of good advice for INTEL CLUB to better establish the accurate direction of operation.
Results: INTEL core CLUB brand influence in the target users in college students is very large, has become an important place for college students of science and technology communication and entertainment. In a small circle, users become masters, express their views and ideas, and have a sense of belonging within the circle. During the operation of the community, by having different dimensions of various highly interactive activities, fully mobilize the enthusiasm of users, making the climax constantly, to attract users of long-term attention, and promote the dissemination and promotion of INTEL core brand spreading from human to human. Offline activities to close the distance between users, so that more cohesion within the circle, word of mouth, enhance the influence of the circle. In this process, and INTEL for mop.com and community activities during operation of the core brand CLUB timely optimization and correction.
In the center of community platform, with different stages of different forms of activities, so that the INTEL core CLUB achieved very good results in the mop.com platform to attract 220 thousand stable user groups to join the community, laying a solid foundation for the future implementation of brand promotion, and organized activities, can guarantee the smooth implementation of follow-up activities.
CRM marketing review:
enterprise
Customer relationship is the core of business. In today's complex business society, it is becoming more and more difficult to improve and maintain the competitiveness of enterprises. More and more enterprises find that in this era of rich information and convenient communication,
Whether it can well understand the real needs of customers and the market has become the key point of enterprise competitiveness.
For enterprises, the brand CLUB provides one-stop CRM convenient platform for enterprises to help brands enhance their preferences and loyalty, and achieve many functions, such as aggregation, research, interaction, communication and dissemination.
Continue to push the manufacturer's product and activity information to the loyal user:
Brand club is also the most direct, convenient and accurate place for users to obtain brand and product information. Official releases of products, events, sales and so forth are well documented here.
Maintain user stickiness:
Provide communication place for users interested in the brand and potential users, become friends with the target audience, to win over the fans of fresh. It can expand the club brand by the user's own contacts circle of the user scale, gradually
formed a unique cultural tribe, in between the brand and the user, build a strong hard to break the emotional ties between users, enhance the brand influence.
Understand the user's needs:
Brand CLUB will have common features and interests of users gathered to form brand homes, and through various interactive ways to form long-term and deep communication with them. Through the circle of users post replies, message, discussion and so on, the enterprise can hear the voice of the user from the most direct, understanding of user satisfaction with the brand and products, collecting user feedback and offline activities on the line, the user wants to know service and value, listen to users praise, products and services to enterprises complain and so on, can even predict the future needs of users of the products by the user's performance, provide some guidance to the enterprise's production, marketing, sales and customer service etc..
In the enterprise brand CLUB, users who are interested in the brand can
Users here in addition to understand the brand and product information and dynamic, other users can also form a network with like-minded friends circle, to achieve online interactive communication, gathering line and other exchang
Users gain good experience in interaction and communication with other brands and other users, thereby increasing c
Users through their own network of relationships, and constantly drive their friends and relatives to participate in, to achieve the user'
Users gradually form authority and opinion leaders, and realize the user's spontaneous management of the community and circle, that is, CRM2. 0 core customer management relationship.
Brand CLUB has become the enterprise and the customer the most convenient and effective equal communication platform, successfully achieve real-time communication function and users of traditional CRM are lacking, so that companies can CRM to a more extensive and deeper level of.From Wikipedia, the free encyclopedia
Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential . It uses
about customers' history with a company to improve business relationships with customers, specifically focusing on
and ultimately driving sales growth.
One important aspect of the CRM approach is the systems of CRM that compile
from a range of different communication channels, including a company's website, telephone, email, live chat, marketing materials, and more recently, social media. Through the CRM approach and the systems used to facilitate it, businesses learn more about their target audiences and how to best cater to their needs.
The concept of customer relationship management started in the early 1970s, when customer satisfaction was evaluated using annual surveys or by front-line asking.[] At that time, businesses had to rely on
to automate sales, but the extent of technology allowed them to categorize customers in
and lists. In 1982, Kate and Robert Kestnbaum introduced the concept of , namely applying statistical methods to analyze and gather customer data. By 1986,
released a customer evaluation system called
based on the principle of digital rolodex, which offered a contact management service for the first time.
The trend was followed by numerous developers trying to maximize leads' potential, including , who signed the first CRM product
in 1993. Nevertheless, customer relationship management popularized in 1997, due to the work of Siebel, , and . Between 1997 and 2000, leading CRM products were enriched with
functions, and shipping and marketing capabilities. Siebel introduced the first mobile CRM app called Siebel Sales Handheld in 1999. The idea of a cloud-hosted and moveable customer bases was soon adopted by other leading providers at the time, including , , and SAP.
The first open-source CRM system was developed by
in 2004. During this period, CRM was rapidly migrating to cloud, as a result of which it became accessible to sole entrepreneurs and small teams, and underwent a huge wave of price reduction. Around 2009, developers began considering the options to profit from social media's momentum, and designed tools to help companies become accessible on all users' favorite networks. Many startups at the time benefited from this trend to provide exclusively
solutions, including
and . The same year, Gartner organized and held the first Customer Relationship Management Summit, and summarized the features systems should offer to be classified as CRM solutions. In 2013 and 2014, most of the popular CRM products were linked to business intelligence systems and communication software to improve corporate communication and end-users' experience. The leading trend is to replace standardized CRM solutions with industry-specific ones, or to make them customizable enough to meet the needs of every business.
In November 2016, Forrester released a report where it "identified the nine most significant CRM suites from eight prominent vendors," among them companies such as , , and NetSuite.
Strategic CRM is focused upon the development of a customer-centric business culture.[]
The primary goal of customer relationship management systems is to integrate and automate sales, marketing, and customer support. Therefore, these systems typically have a dashboard that gives an overall view of the three functions on a , a single page for each customer that a company may have. The dashboard may provide client information, past sales, previous marketing efforts, and more, summarizing all of the relationships between the customer and the firm. Operational CRM is made up of 3 main components: sales force automation, marketing automation, and service automation.
works with all stages in the sales cycle, from initially entering contact information to converting a prospective client into an actual client. It implements
analysis, automates the tracking of a client's account history for repeated sales or future sales and coordinates sales, marketing, call centers, and retail outlets. It prevents duplicate efforts between a salesperson and a customer and also automatically tracks all contacts and follow-ups between both parties.[]
focuses on easing the overall marketing process to make it more effective and efficient. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers, or posting marketing information on social media. The goal with marketing automation is to turn a sales lead into a full customer. CRM systems today also work on
through social media.
Service automation is the part of the CRM system that focuses on direct customer service technology. Through service automation, customers are supported through multiple channels such as phone, email, knowledge bases, ticketing portals, FAQs, and more.
The role of analytical CRM systems is to analyze customer data collected through multiple sources, and present it so that business managers can make more informed decisions.[] Analytical CRM systems use techniques such as data mining, correlation, and pattern recognition to analyze the customer data. These analytics help improve customer service by finding small problems which can be solved, perhaps, by marketing to different parts of a consumer audience differently. For example, through the analysis of a customer base's buying behavior, a company might see that this customer base has not been buying a lot of products recently. After scanning through this data, the company might think to market to this subset of consumers differently, in order to best communicate how this company's products might benefit this group specifically.
The third primary aim of CRM systems is to incorporate external stakeholders such as suppliers, vendors, and distributors, and share customer information across organizations. For example, feedback can be collected from technical support calls, which could help provide direction for marketing products and services to that particular customer in the future.
(CDP) is a computer system used by marketing departments that assembles data about individual people from various sources into one database, with which other software systems can interact. As of February 2017 there were about twenty companies selling such systems and revenue for them was around US$300 million.
Components in the different types of CRM
The main components of CRM are building and managing customer relationships through marketing, observing relationships as they mature through distinct phases, managing these relationships at each stage and recognizing that the distribution of value of a relationship to the firm is not homogenous. When building and managing customer relationships through marketing, firms might benefit from using a variety of tools to help organizational design, incentive schemes, customer structures, and more to optimize the reach of its marketing campaigns. Through the acknowledgement of the distinct phases of CRM, businesses will be able to benefit from seeing the interaction of multiple relationships as connected transactions. The final factor of CRM highlights the importance of CRM through accounting for the profitability of customer relationships. Through studying the particular spending habits of customers, a firm may be able to dedicate different resources and amounts of attention to different types of consumers.
Relational Intelligence, or awareness of the variety of relationships a customer can have with a firm, is an important component to the main phases of CRM. Companies may be good at capturing , such as gender, age, income, and education, and connecting them with purchasing information to categorize customers into
tiers, but this is only a firm's mechanical view of customer relationships. This therefore is a sign that firms believe that customers are still resources that can be used for
opportunities, rather than humans looking for interesting and personalized interactions.
CRM systems include:
technology, used to aggregate transaction information, to merge the information with CRM products, and to provide key performance indicators.
which helps the company to manage unpredictable growth and demand, and implement a good forecasting model to integrate sales history with sales projections.
CRM systems that track and measure marketing campaigns over multiple networks, tracking customer analysis by customer clicks and sales.
Some CRM software is available as a
(SaaS), delivered via the internet and accessed via a web browser instead of being installed on a local computer. Businesses using the software do not purchase it, but typically pay a recurring subscription fee to the software vendor.
For small businesses a CRM system may consist of a contact manager system that integrates emails, documents, jobs, faxes, and scheduling for individual accounts. CRM systems available for specific markets (legal, finance) frequently focus on event management and relationship tracking as opposed to financial
CRM systems for , focused on marketing automation tasks, like: cart rescue, re-engage users with email, personalization.
Customer-centric relationship management (CCRM) is a nascent sub-discipline that focuses on customer preferences instead of customer leverage. CCRM aims to add value by engaging customers in individual, interactive relationships.
Systems for non-profit and membership-based organizations help track constituents, fundraising, sponsors' demographics, membership levels, membership directories, volunteering and communication with individuals.
has important implications for the economic performance of firms because it has the ability to increase customer loyalty and usage behavior and reduce customer complaints and the likelihood of customer defection. The implementation of a CRM approach is likely to have an effect on customer satisfaction and customer knowledge for a variety of different reasons.
Firstly, firms are able to customize their offerings for each customer. By accumulating information across customer interactions and processing this information to discover hidden patterns, CRM applications help firms customize their offerings to suit the individual tastes of their customers. This customization enhances the perceived quality of products and services from a customer's viewpoint, and because perceived quality is a determinant of customer satisfaction, it follows that CRM applications indirectly affect customer satisfaction. CRM applications also enable firms to provide timely, accurate processing of customer orders and requests and the ongoing management of customer accounts. For example, Piccoli and Applegate discuss how Wyndham uses IT tools to deliver a consistent service
across its various properties to a customer. Both an improved ability to customize and a reduced variability of the consumption experience enhance perceived quality, which in turn positively affects customer satisfaction. Furthermore, CRM applications also help firms manage customer relationships more effectively across the stages of relationship initiation, maintenance, and termination.
With CRM systems customers are served better on day to day process and with more reliable information their demand of
from companies will decrease. If there is less need to interact with the company for different problems,
level increases. These central benefits of CRM will be connected hypothetically to the three kinds of equity that are relationship, value and brand, and in the end to . Eight benefits were recognized to provide value drivers.
Enhanced ability to
profitable customers.
Integrated assistance across channels
efficiency and effectiveness
Customized products and services
Improved customer service efficiency and effectiveness
Individualized marketing messages also called campaigns
Connect customers and all channels on a single platform. 
In 2012, after reviewing the previous studies, someone selected some of those benefits which are more significant in customer's satisfaction and summarized them into the following cases:
Improve customer services: In general, customers would have some questions, concerns or requests. CRM services provide the ability to a company for producing, allocating and managing requests or something made by customers. For example,
software, which helps to connect a customer to the manager or person who can best assist them with their existing problem, is one of the CRM abilities that can be implemented to increase efficiency.
Increased personalized service or one-to-one service:
customer service or one-to-one service provides companies to improve understanding and gaining knowledge of the customers and also to have better knowledge about their customers' preferences, requirements and demands.
Responsive to customer's needs: Customers' situations and needs can be understood by the firms focusing on customer needs and requirements.
Customer segmentation: In CRM,
is used to
customers, according to some similarity, such as industry, job or some other characteristics, into similar groups. Although these characteristics, can be one or more attributes. It can be defined as a subdividing the customers based on already known good discriminator.
Improve customization of marketing: Meaning of customization of marketing is that, the firm or organization adapt and change its services or products based on presenting a different and unique product or services for each customer. With the purpose of ensuring that customer needs and requirements are met Customization is used by the organization. Companies can put investment in information from customers and then customize their products or services to maintain customer interests.
Multichannel integration:
integration shows the point of co creation of customer value in CRM. On the other hand, a company's skill to perform multichannel integration successfully, is heavily dependent on the organization's ability getting together customer information from all channels and incorporate it with other related information.
Time saving: CRM will let companies to interact with customers more frequently, by personalized message and communication way which can be produced rapidly and matched on a timely basis, and finally they can better understand their customers and therefore look forward to their needs.
Improve customer knowledge: Firms can make and improve products and services through the information from tracking (e.g. via )
to customer tastes and needs. CRM could contribute to a competitive advantage in improving firm's ability of customer information collecting to customize products and services according to customer needs.
Research has found a 5% increase in customer retention boosts lifetime customer profits by 50% on average across multiple industries, as well as a boost of up to 90% within specific industries such as insurance. Companies that have mastered customer relationship strategies have the most successful CRM programs. For example,
Europe has had a 75% annual profit growth since 1995. The firm heavily invests in screening potential cardholders. Once proper clients are identified, the firm retains 97% of its profitable customers. They implement CRM by marketing the right products to the right customers. The firm's customers' card usage is 52% above industry norm, and the average expenditure is 30% more per transaction. Also 10% of their account holders ask for more information on cross-sale products.
has also seen great success through its customer proposition. The firm implemented personal greetings, collaborative filtering, and more for the customer. They also used CRM training for the employees to see up to 80% of customers repeat.
Consultants, such as , argue that it is important for companies establishing strong CRM systems to improve their relational intelligence. According to this argument, a company must recognize that people have many different types of relationships with different brands. One research study analyzed relationships between consumers in China, Germany, Spain, and the United States, with over 200 brands in 11 industries including airlines, cars and media. This information is valuable as it provides demographic, behavioral, and value-based customer segmentation. These types of relationships can be both positive and negative. Some customers view themselves as friends of the brands, while others as enemies, and some are mixed with a love-hate relationship with the brand. Some relationships are distant, intimate or anything in between.
Managers must understand the different reasons for the types of relationships, and provide the customer with what they are looking for. Companies can
this information by using , interviews, and more, with current customers. For example,
conducted many
interviews with customers to try and understand the relationships they wanted with the companies and the brands. They found that most customers were adults who used the product to feel more playful. They may have enjoyed the company's bright orange color, messiness and shape.
Companies must also improve their relational intelligence of their CRM systems. These days, companies store and receive huge amounts of data through ,
sessions, phone calls, and more. Many companies do not properly make use of this great amount of data, however. All of these are signs of what types of relationships the customer wants with the firm, and therefore companies may consider investing more time and effort in building out their relational intelligence. Companies can use
technologies and
to understand relational signals.
such as Facebook, Twitter, , etc. is also a very important factor in picking up and analyzing information. Understanding the customer and capturing this data allows companies to convert customer's signals into information and knowledge that the firm can use to understand a potential customer's desired relations with a brand.
It is also very important to analyze all of this information to determine which relationships prove the most valuable. This helps convert data into profits for the firm. Stronger bonds contribute to building . By managing different portfolios for different segments of the customer base, the firm can achieve strategic goals.[]
Many firms have also implemented training programs to teach employees how to recognize and effectively create strong customer-brand relationships. For example,
sent its employees on the road with customers, who were motorcycle enthusiasts, to help solidify relationships. Other employees have also been trained in
to help bolster strong customer relationships.
representatives must be educated to value customer relationships, and trained to understand existing customer profiles. Even the finance and legal departments should understand how to manage and build relationships with customers.
Applying new technologies while using CRM systems requires changes in infrastructure of the organization as well as deployment of new technologies such as business rules,
CRM providers are popular for small and mid-market businesses. These systems codify the interactions between company and customers by using analytics and
to give the users information on where to focus their marketing and customer service. This allows agents to have access to a caller's history to provide personalized customer communication. The intention is to maximize , decrease
and decrease idle and unproductive contact with the customers.
Growing in popularity is the idea of gamifying, or using game design elements and game principles in a non-game environment such as customer service environments. The gamification of customer service environments includes providing elements found in games like rewards and bonus points to customer service representatives as a method of feedback for a job well done.
tools can motivate agents by tapping into their desire for rewards, recognition, achievements, and competition.
Contact center , the practice of having an integrated system that coordinates contacts between an organization and the public, is designed to reduce the repetitive and tedious parts of a contact center agent's job. Automation prevents this by having pre-recorded audio messages that help customers solve their problems. For example, an automated contact center may be able to re-route a customer through a series of commands asking him or her to select a certain number in order to speak with a particular contact center agent who specializes in the field in which the customer has a question. Software tools can also integrate with the agent's desktop tools to handle customer questions and requests. This also saves time on behalf of the employees.
involves the use of social media and technology to engage and learn from consumers. Because the public, especially among young people, has increasingly using social networking sites, companies use these sites to draw attention to their products, services and brands, with the aim of building up customer relationships to increase demand.
Some CRM systems integrate social media sites like Twitter, LinkedIn and Facebook to track and communicate with customers. These customers also share their own opinions and experiences with a company's products and services, giving these firms more insight. Therefore, these firms can both share their own opinions and also track the opinions of their customers.
Enterprise feedback management software platforms, such as Confirmit, Medallia, and Satmetrix, combine internal survey data with trends identified through social media to allow businesses to make more accurate decisions on which products to supply.
CRM systems can also include technologies that create geographic marketing campaigns. The systems take in information based on a customer's physical location and sometimes integrates it with popular location-based GPS applications. It can be used for networking or contact management as well to help increase sales based on location.
Despite the general notion that CRM systems were created for the customer-centric businesses, they can also be applied to B2B environments to streamline and improve customer management conditions. For the best level of CRM operation in a B2B environment, the software must be personalized and delivered at individual levels.
The main differences between business-to-consumer (B2C) and
CRM systems concern aspects like sizing of contact databases and length of relationships. Business-to-business companies tend to have smaller contact databases than business-to-consumer, the volume of sales in business-to-business is relatively small. There are fewer figure propositions in business-to-business, but in some cases, they cost a lot more than business-to-consumer items and relationships in business-to-business environment are built over a longer period of time. Furthermore, business-to-business CRM must be easily integrated with products from other companies. Such integration enables the creation of forecasts about customer behavior based on their buying history, bills, business success, etc. An application for a business-to-business company must have a function to connect all the contacts, processes and deals among the customers segment and then prepare a paper. Automation of sales process is an important requirement for business-to-business products. It should effectively manage the deal and progress it through all the phases towards signing. Finally, a crucial point is personalization. It helps the business-to-business company to create and maintain strong and long-lasting relationship with the customer.
The overall CRM market grew by 12.3 percent in 2015. The following table lists the top vendors in
(figures in millions of US dollars) published in
2015 Revenue ($M)
2015 Share(%)
2014 Revenue ($M)
2014 Share(%)
2013 Revenue ($M)
2013 Share (%)
2012 Revenue ($M)
2012 Share (%)
The four largest vendors with CRM system offerings are , , , and , which represented 42 percent of the market in 2015. Other providers also are popular for small and mid market businesses. Splitting CRM providers into nine different categories (Enterprise CRM Suite, Midmarket CRM Suite, Small-Business CRM Suite, , incentive management, marketing solutions, , , ), each category has a different market leader. Additionally, applications often focus on professional fields such as , , and other areas with branch-specific requirements.[]
In the Gartner CRM Summit 2010 challenges like "system tries to capture data from social networking traffic like Twitter, handles Facebook page addresses or other online social networking sites" were discussed and solutions were provided that would help in bringing more clientele. Many CRM vendors offer subscription-based web tools () and SaaS. Some CRM systems are equipped with mobile capabilities, making information accessible to remote sales staff. was the first company to provide enterprise applications through a web browser, and has maintained its leadership position.
Traditional providers have recently moved into the cloud-based market via acquisitions of smaller providers:
in October 2011 and
in December 2011.
The era of the "social customer" refers to the use of social media (, , , , , , , customer reviews in , etc.) by customers. CRM philosophy and strategy has shifted to encompass social networks and user communities.
Sales forces also play an important role in CRM, as maximizing
and increasing sales
is a driving force behind the adoption of CRM. Empowering
was listed as one of the top 5 CRM trends in 2013.
Another related development is
(VRM), which provide tools and services that allow customers to manage their individual relationship with vendors. VRM development has grown out of efforts by ProjectVRM at Harvard's
and Identity Commons' Internet Identity Workshops, as well as by a growing number of startups and established companies. VRM was the subject of a cover story in the May 2010 issue of CRM Magazine.
Pharmaceutical companies were some of the first investors in sales force automation (SFA) and some are on their third- or fourth-generation implementations. However, until recently, the deployments did not extend beyond SFA—limiting their scope and interest to Gartner analysts.
Another trend worth noting is the rise of
as a discipline within companies. More and more companies establish Customer Success teams as separate from the traditional Sales team and task them with managing existing customer relations. This trend fuels demand for additional capabilities for more holistic understanding of the customer health, which is a limitation for many existing vendors in the space. As a result, a growing number of new entrants enter the market, while existing vendors add capabilities in this area to their suites. In 2017,
were identified as the newest trends in CRM.
Companies face large challenges when trying to implement CRM systems. Consumer companies frequently manage their customer relationships haphazardly and unprofitably. They may not effectively or adequately use their connections with their customers, due to misunderstandings or misinterpretations of a CRM system's analysis. Clients who want to be treated more like a friend may be treated like just a party for exchange, rather than a unique individual, due to, occasionally, a lack of a bridge between the CRM data and the CRM analysis output. Many studies show that customers are frequently frustrated by a company's inability to meet their relationship expectations, and on the other side, companies do not always know how to translate the data they have gained from CRM software into a feasible action plan. In 2003, a
report estimated that more than $2 billion had been spent on software that was not being used. According to CSO Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent. Many corporations only use CRM systems on a partial or fragmented basis. In a 2007 survey from the UK, four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their existing systems. However, market research regarding consumers' preferences may increase the adoption of CRM among the developing countries' consumers.
of customer data such as
must strictly obey
, which often requires extra expenditures on legal support.
Part of the paradox with CRM stems from the challenge of determining exactly what CRM is and what it can do for a company. The CRM paradox, also referred to as the "Dark side of CRM", may entail favoritism and differential treatment of some customers.
CRM technologies can easily become ineffective if there is no proper management, and they are not implemented correctly. The data sets must also be connected, distributed, and organized properly, so that the users can access the information that they need quickly and easily. Research studies also show that customers are increasingly becoming dissatisfied with contact center experiences due to lags and wait times. They also request and demand multiple channels of communications with a company, and these channels must transfer information seamlessly. Therefore, it is increasingly important for companies to deliver a cross-channel customer experience that can be both consistent as well as reliable.
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