The fundamental goal behind the establishment of CRM systems is to bring coherence to and improve the efficiency of customer relationship services, regardless of the fact what channels. The customer used to approach the business entity, and what methods the business entity used to get its offers to the customer.
The system built behind the customer relationship activities on the one hand improves the efficiency of the know-your-customer and customer care processes by its integrated data base and targeted work-flow solutions, and on the other hand allows the development of products and services that better fit the special needs of the customer owing to its analytic modules and customers’ information gathered through the data warehouse support services.
The functionalities of the information system to be developed will cover all those activities that the client wishes to introduce during the project implementation process. The functionalities of CRM systems may be typically divided into three main categories:
● operative functions,
● analytic functions and
● collaborative functions.
The operative functions support activities like customer communication, quoting, campaign management and campaign follow-up.
Analytic functions support activities facilitating the deeper understanding and adequate segmentation of customers and provide a background for the continuous monitoring of campaigns and the entity’s customer retention capabilities.
Collaborative functions allow the involvement of the entity’s external partners for example in the follow-up of marketing campaigns or in the implementation of various sales incentive programs.