CRM handles all the aspect related to the interaction between any organization and its customers. It is being practiced in almost every company of world as its effective use has proved to be very fruitful.

IDIC Model for organization’s CRM system

There are a number of principles which are defined regarding problem solving and ease of customers. Among these, one is known as the IDIC model. This model shows how a good CRM can be developed using a step by step procedure in an organization. Remember, the image of any organization now a day is impossible to think without CRM implementation. An empire which falls in few days of its establishment is of no use to the inhabitants. Same goes in the business when it comes to development and initiative of a business.

Steps in IDIC

IDIC models comprises of five steps which are identifying, differentiating, interacting and customizing.

Identification

The first step i.e. identifying deals in highlighting the customers of any organization. All the stats related to customers are made in this step. After that a thorough study is carried out by the CRM unit in order to understand the customers and their behaviors in depth.

Differentiation

Once the CRM is familiar with the customers, their needs, issues, problems and difficulties then come the step of differentiating. In this step, the customers are sorted down into different categories; the satisfied ones, the dissatisfied ones, the happy ones, the unhappy ones, the loyal ones and the temporary ones. This helps in making graphs and charts though which data can be easily analyzed and the main focus of CRM could be found. For instance if the organization is comprising of satisfied customers then the CRM will direct the company to focus on these customers and provide them with good offers and service in order to make their presence a permanent thing in their organization. If dissatisfied customers are in majority then the company will start figuring out the most common problems in order to solve those so that the customers might get satisfied with the efforts of the company.

Interaction

In this way IDIC model will take CRM implementation to next step which is known as interacting. This is the core step of any CRM system in which the interaction with the relevant customers in done. The main purpose of these interactions is to get valuable feedback of customers which provide an easy way of improving the company as customers’ complains are representatives of direct problems that are occurring in any firm. The most effective communication should be done here with customers. It should be done in such a way that the customer actually believes that the company really cares about them.

Customization

This will move the CRM implementation towards its last and final step which is customizing. In this step all the material is available like problems, statistical analysis of customers, complains, feedbacks and suggestions. At this stage, the organization is directed by CRM in such a way to make such products or provide such services which not only satisfy the customers but also improve the profit ratios in it.

End results of CRM implementation

It may seem to be an expensive way since it involves a lot of investing but the company will start leveling it out once the trust of customers is regained and the number of customers hence profit starts rising. It doesn’t matter which type of CRM methodology one adopts, its importance can be denied as without it an organization may get to manage its production and service but it will definitely not be able to handle its customers. Customers are walking currency papers in case of business so they must be handled with care.

 

CRM services

Customer relationship management has become an important aspect regarding the good survival of business in any field. It effective and successful implementation is yet another important task in order to utilized its presence to most. For that purpose a lot of service providers are available in the market. Some IT based software are also launched in market which assist the users in performing CRM tasks.

What does CRM software do?

CRM software are those tool which help the users of CRM system in collecting and gathering all the data of customers of an organization into a single data base which can later be accessed any time. This information is stored carefully in well sorted form so this helps in making the CRM implementation an easy task for the users. The other features of this customer include keeping record of customer interactions which are held over phones, mails, social media or any other channel.

Main assisting feature of CRM software

The most important task which is well performed by the customers is automation in which various suggestions; work flows, tasks and paths are implemented in an infrastructure model of the organization and then tested. This helps in predicting the effects and progress of any organization after nay CRM has been implemented in its system.

Types of services

The software can be utilized in many filed of any business for automatic deployment of different activities in order to enhance the CRM performance.

Ø  Marketing CRM automation

The marketing automation software performs marketing automation process in order to make it better for customers. This automation helps in grooming the marketing side of any business by automatically sending market promotions, offers and other favors to customers with time.

Ø  Sales force automation

The sales force automation helps in brining the customers and salesman in direct contact. If a person is searching for a particular service and on the other hand a salesman is looking for a customer to provide that service then this sales force automation system, will reduce this duplicate effort on both ends by automatically tracking the relevant personals and enable them to find each other.

Ø  Contact center automation

Contact center automation is very helpful software which consists of a huge data base in which the contacts of all the customers are stored.  The automation works in form of prerecorded calls and audio messages which can assist the organization at many stops in developing a good relationship with the customers. Now a day this sort of animation is being used by a lot of organizations.

Ø  Geo-location services

Geo-location technology also provides an automation service in which the software can introduce campaigns automatically based on the specified areas.

Which service and vendor to choose?

A lot of CRM vendors are available in market as of now. The four main service providers in this case include Salesforce.com, Microsoft, SAP and Oracle. All these companies provide cloud as well as simple CRM services. The data security in such case becomes the top priority for such companies. Most of the organizations prefer cloud based CRM services as these can be managed easily and accessed anywhere anytime. Each company has a large number of CRM based products which can be implemented for different fields of any business. The choice of product and contract should be carried out in a very through and detailed decisional way. In implementation of an effective CRM correct choice of CRM service is very important. CRM service will give a number of benefits to organization. Once the customers will get satisfied and happy with organization, the trust of such customers will increase and its reputation among customer will also improve. This will compel other customers to join this organization. As a whole the business of company will groom and its overall financial position in market will increase.

CRM from another point of view

In other words, CRM can be defined as a strategy which is developed by most of the organizations in order to study regarding the behavior of customers and their needs. CRM is not only a technological product but it s a complete strategic process which helps the organization in understanding the needs of its customers so that the company might be able to enhance its bottom line and make products and services which satisfy the customers.

Resources required for CRM system

The strategy involves includes a lot of information bringing from customers as well as the market in which the company deals so that a better path to be followed may be devised for the effective performance of the company in order to make its customers happy and satisfied. The CRM system helps any organization to study the behavior of customers in detail by using human resources and the available latest technology which include different CRM software and other tools.

CRM services in market

Now for implementation of CRM in work structure of any organization, hosted CRM solution providers are available in the markets which provide the CRM services to the organization on contract and subscription basis. Such hired service providers usually take around 30 to 90 days for complete deployment of CRM in any company’s business stream. But this happens only if CRM is a specific department oriented such as in marketing or sales. In case of the whole organizational CRM implementation it may take months to assign a proper and effective CRM to it.

Cost for implementation of CRM system

The cost of any CRM depends on the nature of the organization and its size. On average, a hosted sales automation application may cost from $65 to $150 a month for sales automation. For other fields, it may get different. Further it is not only the responsibility of CRM service provider to make sure the CRM gets implemented effectively. The organization also has to focus on how the customers are interacting with it, the different ways of promoting customers, good marketing, effective advertising and provision of other services to the customers.

The most common methodology for evolving a good CRM system

The keys to develop a successful CRM are very simple. First the organization needs to make its strategy which is customer focused. Then the CRM itself should be broken down into manageable parts so that its effective performance might be assured. The solution which is proposed by the CRM system should be beneficial to both the organization and the customers. If an organization achieves these features through a CRM then one can surely call it a successful CRM. The main goals of any CRM in an organization are to provide services and products in a way which is desired by the customers, offer good and better customer services afterwards. Effective selling of product in relevant areas, helping the employee in getting better and more profitable deals and in the end keeping the already made customers and inviting the new ones with a strong potential of serving them with the best.

 

Multipurpose usage of CRM information database

The communication that exists among the customers and an organization play an important in its good development. It must be through, friendly and information delivering. Later on when the CRM is successfully implemented, the data used for statistical analysis should not be wasted as it will help in further development of good CRM in organization if it plans to expand its business.

What makes a CRM system ineffective in organization?

Poor use of technology and bad customer communication handling may turn the direction of a good CRM into a bad one. This will not only collapse the whole CRM system but the organization will also have to go through a lot of financial loss. So while investing in CRM such things should be made sure. Invest in CRM, as it gives remarkably good results in form of increased organizational work progress.

Why methodology to be adopted is important?

It is a predefined fact that now a day the importance of CRM in any organizational business is of vital importance. With the passage of time, a lot of things have changed the basic concept of CRM. The new concept of CRM is more effective and defined then the previous one. CRM methodology to be adopted is very important as in short it deals in how the customers are feeling regarding the organization. Their relationship with the organization is the topic of focus in light of CRM systems. The methodology is very important since CRM not only aims to make the existing relationship a better one but it also assist in introducing new relationships within an organization by bringing in new customers.

Adrian Payne strategy for an effective CRM implementation

The successful implementation of CRM can be carried out in number of ways. A pretty impressive and effective CRM system model was presented by Adrian Payne. This model is very detailed and is very suitable for those organizations which are new to this field. Its step by step procedure can result into a perfect customer relationship management system which will benefit the customers as well as the organization itself.

CRM system flow chart for strategic launch

This model and its flow chart basically consist of five steps; strategy development process, value creation process, multichannel integration, performance assessment and information management process.

Strategy development process

In strategy development process, the sort of business a company is carrying out is understood and is compared with the industry rivals. The characteristic are studied in detail and in the end a basic yet promising strategy is sketched. This works in both ways. From organizational point of view, the main aim of his process will be to satisfy the customers by providing and serving them with best products and services. From customers’ point of view, this step will assist in making the organization better by enabling it to suitably mould its strategy according to customers’ will.

Value creation process

The value creation process again is two dimensional process which is carried out for organization as well as for customers. The valuable information like feedbacks and problems are noted and after wards this value is shared with the organization. The process is known as value creation process since it results in making a certain image or value of the organization in front of customers through which the organization can be judged regarding its treatment to customers later on in the process.

Multichannel integration process

Multichannel integration process deals in the processes which are directly involved with customers in an organization such as sales, deliveries and outlets. All the things in an organization which can have direct effect on customers are managed in this step and given appropriate treatment in order to move the CRM process next step closer to result.

 

Performance assessment

The performance assessment processes all the key points like customer value and employer value in an organization are studied. The remedial measures which are employed initially by CRM in order to make things better with customers are evaluated here. The results are studied and the struggles are done to make the things as perfect as possible.

 

Information management

The information management process consists of different tools and tasks to access the visibility of the system. This include IT solutions, different CRM software and some other statistical tools. In this way the whole operation of CRM system is managed in an organization.

Progress of organization

The implementation of CRM using such detailed strategy in an organization can boost the level of performance. The relationship of company with customers will improve. The confidence of customers on company will increase and the increased referral rate will be achieved. The overall result will be an increased profit, reduced costs, goo management system and long lasting relationship with customers. Thus this CRM model is a very powerful tool now a day which can control much of the organizational business in multiple ways.