CRM or customer relationship management is an integrated marketing strategy that is based primarily on a support architecture for decision making.
The CRM is the result of uniting old commercial techniques of small establishments with information technology. Its maximum objective is to have all the information about any client. It is done both to satisfy your needs, and to obtain market studies that allow better commercial strategies.
So the CRM refers to the business strategy focused on the client, as to all computer applications. Either both software and hardware known as front-office, necessary to process, analyze and expose the resulting information to measure and feedback the business strategy developed.
The CRM, therefore, always requires permanent information from different sources. A fundamental part of your idea is to collect as much information as possible about the clients. The company must work to know the needs of the market. This way you can advance an offer and improve the quality of care.
To be carried out correctly, an absolutely integrated and customer-based information structure must be available. That is, there must be a unique view of the customer in all the channels of the company.
These data are then analyzed in search of meaningful patterns. The preferences and specific needs of each client are captured individually. This improves the effectiveness of campaigns such as direct mail, eMailing, or even traditional face-to-face sales.
