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.
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.
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.
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.
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.