Customer Relationship Management
3Major areas of CRM focus on service automated processes, personal informationgathering and processing, and self-service. It attempts to integrate and automate thevarious
processes within a company.There are three parts of application architecture of CRM:
operational - automation to the basic business processes (marketing, sales, service)
analytical - support to analyse customer behaviour, implements businessintelligence alike technology
cooperational - ensures the contact with customers (phone, email, fax, web...)Operational part of CRM typically involves three general areas of business. They are(according to Gartner Group) a Enterprise marketing automation (EMA), Sales forceautomation (SFA) and a Customer service and support (CSS). The marketinginformation part provides information about the business environment, includingcompetitors, industry trends, and macroenviromental variables. The sales forcemanagement part automates some of the company's sales and sales force managementfunctions. It keeps track of customer preferences, buying habits, and demographics,and also sales staff performance. The customer service part automates some servicerequests, complaints, product returns, and information requests.Integrated CRM software is often also known as "front office solutions." This is because they deal directly with the customer.Many call centers use CRM software to store all of their customer's details. When acustomer calls, the system can be used to retrieve and store information relevant to thecustomer. By serving the customer quickly and efficiently, and also keeping allinformation on a customer in one place, a company aims to make cost savings, andalso encourage new customers.CRM solutions can also be used to allow customers to perform their own service via avariety of communication channels. For example, you might be able to check your bank balance via your WAP phone without ever having to talk to a person, savingmoney for the company, and saving you time.