CRM (MİY)

CRM (Customer Relations Management)
Although it has not been long since the appearance of the term CRM in the market, it has been a popular term today and customer relations inherent in it have been discussed for long. In other words, companies have already been implementing CRM. What is different today is that we talk about a technologic substructure. For looking at customer relations from a large perspective beginning from production phase and production costs, it is necessary to evaluate customer relations in various aspects and to make deductions from these activities for the sake of increasing profitability. The most important error that can be made is to believe that technology solves all problems and to ignore the contribution of people. The most important component of CMR applications is the management ability for planning strategies, interpreting results and turning data to sales by evaluating the same correctly, which is based on human factor.

There are a variety of definitions of CRM. In the most general meaning, CRM is an approach that optimizes our cooperation with customers in long term. When you assign one customer representative to each customer in your office, you are already implementing CRM. What matters here is to establish a relation with customers that cannot be contacted directly, thereby keeping your profit at maximum.

Why CRM?
As a result of the fact that difference between product performances decreases, consumer perceives the quality of many trademarks at the same level. The less perception of quality is, the more intensive price struggles between trademarks occurs, which ends the times of loyal customers, making them price hunters instead.

Consumers are bombarded with many messages all the day. So it is getting harder to attract their notice and to relay a message to them.

"To sell different products to different people "

In CRM, we start our business by getting familiar with the customer in two dimensions: demographic and behaviour (purchasing) information. Then, we categorise the customers into groups: valuable customers, p otential customers and loss-makers. Criteria that we use for such categorisation are data about the last purchase, frequency of purchasing and quantity of purchasing. Our goal is to increase sales by transforming valuable customers to loyal customers, potential customers to valuable customers and loss-makers to valuable customer, and if it is not possible to transform loss-makers to profitable ones, to get rid of them.
The next step, namely interaction with customer is achieved by means of phone, internet, kiosk and POS. Data obtained by this way are collected in the database. In the analytical part of CRM, data so obtained are stored and analysed in the database. What matters here is to analyse data in-depth, making meaningful customer categories and developing offers special to such categories. Campaigns organised in this way are offered to customers and the respond of the customer to the campaigns are included in the customer data in the database.

By developing special offers for requirements of customers, we preserve our valuable customer capacity and make potential customers valuable. We do this by making “right offer to right customer at right place, at right time”, which allows us to be close to our customers and to get feedback from them. However, the most important benefit of this approach is to gain customer not only by product performance, but also by special services and offers, thereby making them loyal and earning bigger profits.

4 basic results are achieved at the end of a completed CRM project: