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FREE online courses on How To Start Your Own Dot Com Company - Customer
Relationship Management - CRM technology |
CRM tries to capture data across the organization, at all
the touch points through e-mail, fax, call centres, direct sales, point of
sale. This data is consolidated in a central database, where it can be
analysed and results sent to various customercontact points so that they
provide better service. There are three components linked to a CRM system:
This is the repository for customer-level data and
transactions. That's what helps an executive on the front desk greet a regular
customer by name when he checks into the hotel.
This connects database and the applications and manages
access to the data and the communication of the data on the network.
Applications could include mining tools to search through huge volumes of data.
It's the engine that drives CRM, enabling companies to
extract information from underlying data to develop a better understanding of
the most profitable relationships. Databases can be centralised for common
usage, and can apply to a single user on the desktop. Companies are beginning to
realise that it is best to distribute the knowledge of the customer across the
organization.
