Information Technology - Customer Relationship Management

Customer relationship management (CRM) is a system for managing a company’s interactions with current and future customers. It involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support.

Marketing and Customer Service
Customer relationship management systems track and measure marketing campaigns over multiple networks. These systems can track customer analysis by customer clicks and sales. Places where CRM is used include call centers, social media, direct mail, data storage files, banks, and customer data queries.It helps you to find customer's profile as well.

Characteristics of CRM
Well-designed CRM includes the following characteristics:

1. Relationship management is a customer-oriented feature with service response based on customer input, one-to-one solutions to customers’ requirements, direct online communications with customer and customer service centers that help customers solve their questions.
2. Sales force automation. This function can implement sales promotion analysis, automate tracking of a client’s account history for repeated sales or future sales, and also сoordinate sales, marketing, call centers, and retail outlets in order to realize the salesforce automation.

3. Use of technology. This feature is about following the technology trend and skills of value delivering using technology to make “up-to-the-second” customer data available. It applies data warehouse technology in order to aggregate transaction information, to merge the information with CRM solutions, and to provide KPI (key performance indicators).
4. Opportunity management. This feature helps the company to manage unpredictable growth and demand and implement a good forecasting model to integrate sales history with sales projections.

Implementing CRM to the company
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There are numerous steps companies should follow while implementing CRM system. The project manager is responsible for the success of this process. Some conditions need to be checked by the company before starting implementation directly:
1. Make a strategic decision concerning the CRM desired goal: to improve or to change the business processes of the organization?
2. Choose an appropriate project manager: usually it is the IT-department that is responsible for CRM system implementation. However, it is reasonable to hire the manager with a customer service/sales and marketing business focus as there are a number of decisions that are related to the business processes rather than to the hardware, software or network
3. Executive sponsorship: provide the top management support and systematic introduction to the project manager
4. Project team commitment and training: make sure team members have enough time and authority to complete project tasks and are committed to its success
5. The implementation partner selection is a very important step. The solution implementer should know the business and prove expertise track record
6. Define KPI metrics
7. Use phased approach: work towards long-term enterprise with a series of smaller, phased implementations
8. To implement the customer relationship we need understand the customer expectation.

Customer-centric relationship management is used in marketing, customer service and sales, including:
• Tailored marketing
• One-to-one customer service
• Retaining customers
• Building brand loyalty
• Providing information customers actually want
• Subscription billing
• Rewards


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