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What is
CRM? CRM is the business strategy,
process, culture and technology that enables organizations to optimize revenue
and increase value through a more complete understanding and fulfillment of
customer needs. CRM involves all of your organizations' "Customer Touch
Points" and includes every part of your company that has direct or indirect
interaction with your customers and prospects. CRM attempts to accumulate customer
knowledge into one central place for access by management and all other relevant
customer touch points with the goal of improving productivity in four ways:
Communication
- by and between your various internal organizations and by and between you
and your customers and prospects.
Efficiency
- Improving productivity while not in front of the customer (automatic letter
generation, literature fulfillment, and report generation).
Effectiveness
- Improving productivity while in front of the customer. (real time access to
price and availability, automatic order generation, and visual presentation
support).
Decision-making
- better accumulation of information aids in corporate decision-making. Management
will be able to get a more accurate and global view of customer and market focus,
as well as respond more quickly to market movement. Decisions will be based
more on facts rather than "gut feel."
Most typically, in the mid-sized Business-to-Business market CRM involves one
or several among four main software elements:
I.
Marketing Automation
allows the company to capture and analyze specific information related to accurately
targeting prospects. The company may then create automated marketing campaigns
that automatically assign leads to specific sales reps and automatically schedule
all desired follow-up activity. Once conducted, campaign responses may be captured
so that the lead can be followed all the way through the sales process for accurate
calculation of ROI.
II.
Sales Automation
Sales automation allows sales reps to capture all information necessary to sell
the deal.
- Capture many
different contacts at one account.
- Manage
many opportunities at one account.
- Manage
daily life with a sophisticated contact and calendar management system.
- Simplify
reports by automating the reporting process.
- Capture
competitive information in the field, when it is fresh and meaningful.
- Generate
quotes and proposals from within the system.
- Configure
complex sales.
- Generate
accurate forecasts automatically.
III.
Support Automation
Support automation gives your service and support teams access to all relevant
customer data for purposes of tracking and responding to all incidents, defects,
returns and inquiries. The Support rep can quickly access Standard problems
and the associated resolution, Product Procedures, and for those difficult issues,
support automation also, gives the rep the ability to quickly search the cumulated
company support knowledgebase. In addition, Support Automation will allow your
company to have a virtual service center open 24 hours a day, 7 days a week
and 365 days per year by providing internet access to published knowledgebase
of information as well as On-line Ticket, or incident generation.
IV.
Internet Access
The Internet has brought a whole new realm of possibilities to the CRM market
space. Within CRM, the Internet provides 24 hours access and functionality for
many different audiences (with appropriate access).
- Customers
- Place orders, capture leads, access knowledge, Generate incidents (Tickets)
- Channel
Partners - Distribute leads, update leads, forecast volume
- Sales
Reps - Virtual access from almost anywhere
All companies
must have customers to generate revenue. CRM attempts to provide Customers and
Prospects with a seamless and cohesive experience all the way through the entire
purchasing life cycle. Most typically, there are two types of activities that
result in revenue:
- Capturing New
Customers - this typically begins with your marketing effort and ends with
a closed sale. When attempting to automate the process of capturing a new
customer, the emphasis is on ROI for marketing and revenue per rep for the
sales department. This is measured through calculation of a Cost of Sales
- Generating
Repeat Purchases - this typically starts with the first closed sale and only
ends when a customer leaves you for some reason. The Sales and Support teams
work in conjunction to Maximize revenue per customer, which becomes the measuring
stick for performance in this area.
Summary
In summary, more simply stated, CRM attempts to close the revenue
gap that exists in most companies today. The Revenue Gap is the difference in
Revenue between your current state and that which could be generated if all
of your "customer touch points" or PEOPLE were perfectly informed
about each Customer and perfectly automated to operate at maximum efficiency.
Your company can
start closing the "Revenue Gap" by creating more, deep and meaningful
business relationships with your customers and prospects. This is accomplished
through the accumulation of information and data about each and every customer
or prospect, and acting on that data to provide the customer with a seamless
experience which creates the perception of competence and caring.
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Ascendix Technologies, Inc.
13140 Coit Road Suite 310
Dallas, TX 75240 Map
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Ascendix
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(972) 889 - 8090
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(972) 889 - 8090 (select Option 3)
Fax
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(972) 850 - 1272
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Ascendix
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