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Conducting ITled - CRM

( by H R u b i j a n t o )

In the high competitiveness of the current environment, companies will come across several difficulties to be a winner or just survive. The key of efficiency relies on simplification or re arrange activity based costing where the major opportunity for cost reduction is in the area of process and delivery.
The most relevance in the CRM implementation will emerge from innovation in processing the product and ‘get closer’ to customer life cycle.
By taking into account the unavoidable risk factor of the modification product processing, it is preferable to move from product competitiveness to customer relationship competitiveness. Any effort to make significant profits will not be able to exceed the corridor of cost based price and market price, so it is almost impossible not to set up a transparent price.
Implementing CRM has an obvious advantage as the quality of product service becomes the main platform of imbedded company’s culture without taking aside the awareness of cost efficiency.
The popularity of product differentiation towards getting benefit of niche market should be coincide and in a harmony with a measurement to enhance the quality of service including the customer intimacy as the integrated part of CRM development. What I found most interesting in infotech industries that it has become a truism that adopting CRM means shifting from the first product life cycle to the new paradigm of the second curve. It means at least on initial phase we need the CEO or a powerful board member on our side and committed to devoting significant effort to driving through the changes required, supported by the information needed to adapt and meet the objectives.
An infotech approach emphasizes on CRM, evaluates the behavior of customer life cycle, including the business intelligence aspect to improve operational and analytical customer-facing capabilities. We all know CRM programs which fit into some categories, but it should not be a preponderance factor in conducting the whole customer-oriented business entity. The separation front-liner customer-facing services from the back-end operational processes has to be clearly defined, but still in continues and convergent flow.
Getting closer to the customer life cycle means of defining and communicating the way in which an enterprise interacts with its customers and prospects.
Customer relationship management requires leveraging our knowledge about each of our customers to make each touch or interaction with their satisfactory to the customer and profitable to us in the long run. Although CRM technology, a cross-functional business strategy and the appropriate organization structure and culture can help us to do this, so the key to managing customer interactions is understanding the customer life cycle.