2. The customer details are automatically stored in the database.
3. Various departments such as the technical support department, accounts department, sales department and management can access the data and retrieve the information they require, such as the particular customer's buying history, complaints and preferences. The management can also analyse the customer-related information and adjust the marketing strategies accordingly.
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3. Structure of a CRM system.
3.1 CRM varies from company to company.
Different companies have different company structures and varying marketing strategies. Hence the CRM system is varies from enterprise to enterprise as the requirements of each business differ.
3.2 Basic components of a CRM system.
CRM is essentially a database. However, the main thing that distinguishes it from a database is that CRM contain an analytics component that enables the company to analyse the customer-related information as well as to predict sales trends. On top of that, a CRM suite can consist of modules such as the call centre module where sales representatives utilize technologies like the Voice over Internet Protocol (VOIP) that can help the company save significant amounts on telephone bills. Another common component of a CRM suite is the customer order management module which helps the company manage the accounts in a more systematic way. With the changing definition of the word "customer", now CRM suites also include partner and supplier management, similar to that of Supply Chain Management (SCM) suites. .
4. History of CRM.
4.1 Traditional marketing is no longer enough.
The amount of money spent on marketing by an organisation is not necessarily related to it's the effectiveness of its marketing strategy. Many organisations, despite heavy investment in marketing departments and marketing activities, have achieved poor results from their marketing effects. This led to the morphing of company strategies from a product-centric focus to a customer-centric focus.
