Crm at Makro
CRM of MAKRO
Let me start by giving a brief idea of what Customer Relationship Management means.
CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) to give one, holistic view of each customer. It's a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them.
This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling (selling to an existing customer) and up-selling (selling something that is more profitable or otherwise preferable for the seller instead of, or in addition to, the original sale) opportunities to target marketing strategies to competitive positioning tactics.
Once thought of as a type of software, CRM has evolved into a customer-centric philosophy that must infuse an entire organization.
There are three key elements to a successful CRM initiative: people, process, and technology. * The people throughout a company-from the CEO to each and every customer service representative need to buy in to and support CRM. * A company's business processes must be reengineered to support its CRM initiative, often from the view of, how can this process better serve the customer? * Firms must select the right technology to drive these improved processes, provide the best data to the employees, and be easy enough to operate that users won't face problems.
If one of these three foundations is not sound, the entire CRM structure will crumble.
Now that you have an idea what CRM is, I will move on to discuss the CRM of Makro.
For this I had to meet up with the manager of customer relation at Makro’s head office located inside the
Let me start by giving a brief idea of what Customer Relationship Management means.
CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) to give one, holistic view of each customer. It's a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them.
This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling (selling to an existing customer) and up-selling (selling something that is more profitable or otherwise preferable for the seller instead of, or in addition to, the original sale) opportunities to target marketing strategies to competitive positioning tactics.
Once thought of as a type of software, CRM has evolved into a customer-centric philosophy that must infuse an entire organization.
There are three key elements to a successful CRM initiative: people, process, and technology. * The people throughout a company-from the CEO to each and every customer service representative need to buy in to and support CRM. * A company's business processes must be reengineered to support its CRM initiative, often from the view of, how can this process better serve the customer? * Firms must select the right technology to drive these improved processes, provide the best data to the employees, and be easy enough to operate that users won't face problems.
If one of these three foundations is not sound, the entire CRM structure will crumble.
Now that you have an idea what CRM is, I will move on to discuss the CRM of Makro.
For this I had to meet up with the manager of customer relation at Makro’s head office located inside the