What is a corporate CRM

What is CRM - The importance of customer orientation for companies


Forms and characteristics of customer relationship management

The characteristics of CRM systems depend on the type and size of the company as well as the individual corporate goals. You can choose between different forms such as:

  • ECRM - Electronic customer relationship management
  • SCRM - Communicative customer relationship management
  • CEM - Customer Experience Management
  • PCRM - Programmatic Customer Relationship Management

At the Electronic CRM companies use digital communication technologies to secure close customer contacts. These systems offer new opportunities through automated digital communication tailored to personalized customer needs, for example by email, but also via social networks or messenger apps.

If you prefer to keep in touch with your customers via social media, communicative CRM is a good choice. The focus is on collaborative communications in social networks. Awaken the attention of potential new prospects on these channels and use the simple means of word-of-mouth propaganda. At the same time offers you Social CRM the chance to learn more about your customers.

The focus of the is your customers' experiences with your company CEM. Contacting the customer after the order has been completed gives you valuable information about satisfaction and possible criticism of the product or service. This can be done using a simple evaluation function in the online shop or an individual questionnaire.

The Programmatic CRM allows you to use your information about the customer base for automated marketing. In this way, you can effectively define digital advertising space in order to provide your customers with the right information at the right time.

What is the importance of CRM in the company?

The importance of CRM for your company is enormous. A well-developed customer relationship management can have a decisive influence on the success of a company. It relates to the corporate divisions

  • Planning,
  • Control,
  • Implementation,
  • Marketing and
  • sale

and thereby achieves a holistic customer orientation in all areas of the company and with all employees. The goals of a successful CRM are:

  1. Continuous increase in customer satisfaction
  2. Improved loyalty of existing customers
  3. Increase in new customer acquisition

When is CRM worth it?

CRM systems offer the advantage that all contacts with the customer are documented centrally, from the first informational discussion over the phone to feedback from the customer about his satisfaction with the order processing. The contents of the CRM system are available to all employees, from the managing director to the service staff, so that the entire customer profile is visible at a glance with every contact. The information is just as important for management decisions as it is for customer meetings or possible complaints. The entirety of the information supports a targeted customer approach and thereby increases customer satisfaction.

Are you unsure whether the implementation of a CRM system is worthwhile? In these cases, online calculators are helpful, which use less data to calculate when the purchase makes sense for your company.