(IJCSIS) International Journal of Computer Science and Information Security,Vol. 9, No. 9, September 2011
Perhaps can be summarized the history of topics related toCRM in the following three period [2, 8]:
Handicraft production to mass production (during the Industrial Revolution)
Ford's initiative in employing methods of mass productionto replace manual methods of production, this is one of themost important indicators. However changes in productionpractices led to the selection of customers, in terms of productcharacteristics is reduced (compared to the first category), butthe products of the new method the price was lower on theCurb. In other words the chosen method of mass production theFord, increase efficiency and cost effectiveness the mostimportant goals were predicted.
Mass production to continuous improvement (during theQuality Revolution)
This period began with the initiative of the Japanesecompany's continuous improvement process. This in turn led tolow production costs and higher quality products. This courseis being introduced with new methods of quality managementsuch as TQM, reached its peak.
But with the increasing numberof companies in the competitive arena and the culture tomaintain and improve product quality (through various qualitymeans), another competitive advantage for companies did notleading and work and will feel the necessity of finding newways to maintain a competitive advantage.
Continuous improvement to mass customization
(duringthe Customer Revolution)
In this period due to the increasing expectations of customers, manufacturers were forced to produce theirproducts with low cost, high quality and high diversity. Otherwords, manufacturers were forced to focus their production,only to find ways to satisfy and retain their previous customershave paid.IV.
Can be viewed to the customer categories from twodifferent perspectives, the first category deals with customerfrom the perspective of his place :
Foreign customers: refers to a collection whichreceives services from Organization.
Customer middle: refers to a collection, which receiveservices from Organization and with change or nochange, it will be delivered to foreign customers.
Internal customers: the new wave of management,which refers to all employees of an organization thatwill have to step in for providing services.But the other view, expressed to the same classification interms of customer satisfaction and classification of thecustomer, in terms of utility service and his loyalty to theorganization, completely loyal to the level of opposition. TheCRM perspective, the view outside with external customersand internal customers or internal staff's attitude and the secondpoint is converting customers with different levels of satisfaction to very loyal customers. Gandhi, the late leader andthe people of India, the key years of his life sentences withoutthe knowledge of the issues of customer orientation has beenexpressed which can be useful. Part of it is the following:
Customer is most important supervisor on ouractivities.
He is not dependent on us.
We are dependent on him.
Customer in our work is not a fleeting purpose.
His ultimate aim of all our actions.
Customer for we is not a foreign one.
He is our part.
We with serve customers do not favor but they give usa chance to work.
So we should thank him.Also perhaps, four indicators of customer orientation isseen as the main components, which include:
Measuring and understanding customer needs in orderto satisfy him.
Preparation for the changing needs and requirementschange.
Attempt to provide impeccable service.
Customer orientation is an issue in the organization,for all categories, all duties and roles.V.
CRMTraditional marketing does not require much use of information technology, because there is no need to identify,isolate and distinguish between customers, customer interactionand customization of customer needs. While these fourfunctions in the CRM, a lot depends on their technology andinformation systems. It should be noted that the strategic CRMwhich to help them, we learn more about customers' needs andbehaviors and relationships stronger, friendlier and more usefulto have with them. In fact, having a good relationship withcustomer is heart of any successful and healthy business.However, it is wrong which know CRM as a technologicalphenomenon. Rather, CRM is essentially a process and IT canhave role of facilitate this process. The main idea lies in theintegration of CRM and information technology, combiningskills in information technology and human resources toachieve a deep insight about the customer's wishes and values.CRM should be able to meet the following objectives in thisway :
Providing better services for customers.
Raising productivity of telephone company facilities.
Help to sales personnel to expedite transactions.