CRM

Currently, customers/clients is very powerful. Thanks to the growth of the Internet, comparing the company and move from one company to another becomes easier with just one mouse click. However, research has found that customers expect something more reliable than ever.

Relationship with customers is the company's most valuable asset -more valuable than anything. Or we could say : there are no customers = no business. Obtain and retain more customers in the long run is essential. If your customers loyal to your company, they probably would prefer you over your competitors. Loyal customer may tell their friends about your company. Loyal customers that buy in higher numbers and bring more new customers for you. Loyalty is precious. Research has shown that about 5 per cent increase in the level of customer ownership generates about 25-95 percent increase in profits.

It's easy to say that the customer is our most important asset. However, implementing the CRM (Customer Relationship Management) strategy, in essence requires hard work. This means that win the hearts and minds of customers every day with each touch point of every interaction with each customer. Lasting relationship just grew from the belief that obtained from many transactions and the customer confidence that the company hoped to maintain them than let them go.

To create a customer for life, the customer will be a lawyer with the perception (and do not forget that perception is reality), they need to be sure that you do the best for the customer, not just the best for your advantage.

To do this, you will need:

• Finding out what customers want and know that what you have is already in accordance with those wishes. Do not start by calculating the profit and loss. Profit and cash flow is the result of attention to the needs and desires of your customer. Of course, profit is something important. However, cash flow and profits in the long term comes from the loyal customer.


• Be honest and stick to simplicity, listen to your customers, communicate openly with them, and keep your promise. Deliver what you say you will do. So far, too many businesses that focus on maintaining customer, ignoring the fact that their product or service is not as it should be. Make sure that the core of what you do is get the long-term customer loyalty, and then find ways to maintain it. Make it easy for them to do business with you.


• Treat your customers like you want to be treated and then even further, such as the classic adage: exceed their expectations. Give your customers reasons to stay. Good service or good products, never hurt to attract customers in a long time. How about a discount to customers stay? Customer loyalty should be valued and rewarded accordingly.


• Know your value from your customer, segment, and the group. Find out who has the potential to be faithful. Some customers may be more troublesome than valuable. Monitor what is able to satisfy customers. If it is too expensive or require too much hard work, it is not correct to say that every person should be a customer for life.


• Use an effective CRM system, do not let the system take advantage of you. Do not be controlled by a salesman or a consultant - make the most of them. They may know the technology better than you. However, let its customers and all things in the lead you to take advantage of technology. CRM system that could be considered is SugarCRM, CRM solutions have won numerous awards and rated as the best solution in its class.

Reference: Richard DS Hill

The success of CRM implementation is not only about technical things. Even more important is how to approach the end user (division sales, marketing, support), and socialize the CRM from the beginning (before the implementation stage). So the rejection of the end user could be decreased.
In order to successfully implement CRM, especially to be appreciated from the end user, company needs to have change management. Refers to "From Resistance to Acceptance: How to Implement Change Management by Gina Gotsill ', the following management changes strategy can be made for the CRM implementation.

Change management can be effectively done when the company high level management at the company's admit the existence of human beings to refuse the change. In this case the rejection from the end users , in Marketing, Sales and Support division, to change their behavior from manual system to a centralized and automated CRM system.

Change Management focuses on human and how they resist, overcome, and ultimately accept the changes resulting from the use of CRM systems in their activities in the work.

Employees resist the change because of many reasons. They may not understand the reasons that encourage the change or may not agree with the new company direction. Or, they just feel anxious about how the changes will impact on their work activites. The management that recognizes the human tendency to resist change-even when the change is important for business success, can take the initial steps necessary to anticipate a positive outcome.

There are three important steps that must be followed by the executive to implement change in an organization related to the implementation of CRM systems:

Focus to Employees
Managers who do not anticipate any resistance to change, will find the fact that human element can derail a project. A research, conducted by Gartner Group, found that the success rate of technology usage is only about 35-40 percent. From the early stages of implementation, the manager/supervisor needs to approach and provide socialization to the end user how CRM systems can provide benefits for them and the company.
Employees need to be part of the change and they need to be heard. Change management experts recommend that managers socialize the factors that cause changes in marketing, sales and support activities, start from the top and continue to every level of organization. And how their activities would differ before, during, and after the implementation of CRM.

Effective Communication
Corporate communication has an important role in the change management strategy. When employees know and accept the reasons for this change, the manager / supervisor needs to reinforce employee acceptance with the right, practical and inspiring message.



Action Learning
Training through practice can be given to employees by providing a special room where they can learn the CRM system and if there are difficulties can be solved together.