ce inseamna crm si de ce au companiile nevoie de aceste sisteme
DESCRIPTION
Sistemul CRM (Customer Relationship Management): ce inseamna, ce beneficii aduce companiilor care il implementeaza, definitie, departamente in care este utilizat, studii de caz.TRANSCRIPT
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Sistemul CRM
(Customer Relationship Management)
Ce inseamna si ce beneficii aduce
companiilor care il implementeaza
Allen Nedelcu
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Ce inseamna CRM?
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CRM este despre …
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Pizza
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Deci ce inseamna CRM?
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CRM = Customer
Relationship
Management
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Categorii de public – CRM Exemplu Facultatea de Stiinte Economice
Studenti
Elevi
Absolventi
Profesori
Rude
Licee
Alte facultati
Companii
Media
Parteneri
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Dar definitia?
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CRM = Sistem de gestiune a relatiei
cu clientii. Reprezintă un set
de strategii, politici si
tehnologii destinate atragerii,
retinerii si fidelizării clientilor.
(wiki)
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De ce CRM?
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Beneficii CRM
“Vrem sa ne cunoastem foarte bine clientii, sa le
intelegem nevoile”
“Vrem sa reducem numarul de clienti pierduti, prin
cresterea satisfactiei acestora”
“Vrem sa intelegem foarte bine piata”
“Vrem sa avem agenti de vanzari eficienti”
“Vrem sa profitam de toate oportunitatile de a le vinde
clientilor”
“Vrem sa personalizam comunicarea cu clientii”
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ERP vs. CRM
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B2B vs. B2C
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Departamentele in care este utilizata o solutie CRM
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Integrat in ERP sau separat?
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Modulul CRM integrat in sistemul Pluriva ERP
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Calcularea valorii pe viata a clientului folosind
sistemul CRM
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Interactiunile cu clientii
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Studiu de caz - Reprezentanta din Romania a
unui producator de medicamente
Specificul activitatii Clientului:
Numar mare de clienti de vizitat – peste 6.500;
Comunicarea cu clientii se realizeaza prin intalniri directe.
Organizare: reprezentanti de vanzari si area sales manageri.
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Beneficii obtinute (1) Toti potentialii clienti sunt vizitati de agenti cu frecventa
dorita de catre conducerea companiei Client. In cadrul
acestor vizite, reprezentantii de vanzari comunica acele
mesaje stabilite de conducerea firmei.
Control asupra fortei de vanzari. Reprezentantii de
vanzari efectueaza toate activitatile programate.
Marketing: Colectarea informatiilor din piata despre
competitie. Mesajul comercial despre produse ajunge la
publicul tinta, exact in forma in care isi doreste
departamentul de marketing.
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Beneficii obtinute (2) Marketing: Control asupra utilzarii materialelor de
promovare si rapoarte de consum materiale.
Planificarea precisa a vanzarilor pe baza estimarilor
colectate de la clienti.
Segmentarea clientilor si abordarea lor in functie de
segmentul din care fac parte.
Utilizarea unei baze de date comune de clienti pentru toti
reprezentantii si pastrarea tuturor interactiunilor cu
clientii
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Trenduri CRM: Social CRM
eCRM - Cloud
Mobile
Smart
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Multumesc!