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This question can be answered from many angles, from Dkines however with this detailed article we will try to explain what it means but also the importance of this concept as software and as a management model, as well as its implications in several fundamental areas of the company.
The acronym CRM comes from the English Customer Relationship Management and whose translation into Spanish can be “Management of customer relationships”. There is a belief that a CRM is only a sales management software, but this concept goes deeper and has greater consequences in a business. CRM is a business philosophy and a series of relationship marketing strategies in which a company understands that His most precious asset is his customers and he does everything possible to put them at the center.
Recalling conversations with our partners, they told us “customers are the fundamental part of a company”. Well, let’s make an effort to listen to them, understand them and adapt to them. Because in a context in which supply far exceeds demand, the customer has gained power and decision-making capacity about what he wants, how he wants it and when he wants it.
In this context is when companies need to be awake and attentive to what customers ask of us and for this a CRM, understood as strategy and as software, is essential. Because as Martha Rogers said:
“Companies have only one source of income: customers, and only when the value of customers is understood can the reality of companies change.”
There are different ways of understanding a CRM either as a strategy or as a technology. The two overlap, but they are not always understood. Therefore, in the first part of this detailed article we are going to review these two realities of the same concept:
CRM as a strategy and management model
To explain what a CRM is as software, it is necessary to dive into its roots and understand what it means as a business strategy, because CRM is the management of customer relationships based on the analysis of interactions with the company, whether calls, meetings, emails, purchases, complaints or incidents. CRM is data analysis and decision making based on these relationships.
