Customer Relationship
Management (CRM) is a valuable tool used to mine, expand
and take control of the customer interaction cycle. The term has evolved rapidly and in
some circles can loosely mean anything attached to the word customer.
A well-designed CRM brings together several often unrelated - they shouldnt be, but
often are - segments of the organization. The synergy gained from being able to
- Target your most profitable customers,
- Generate more profitable leads,
- Better identify reorder points,
- and/or Manage order cycles
creates a measured difference in revenues and cost reductions/ cost avoidance that
directly impacts bottom lines.
The wonderful part of the equation is that manufacturing processes become more efficient
as a result of more effective manpower scheduling, tighter material procurement
cycles, reduction in order lead times, inventory overhead, etc.
CRM's benefits vary by industry, company size and culture. In
the hazardous material industry, for example, the contract cycle and bidding process is a
little more complex and requires a knowledge of state and local laws, past contracts
(awards and bids), transportation requirements, etc.
The very same bid may be profitable in Maine, but disastrous in California. CRM
software must be able to identify costs directly and indirectly by state, which bids were
successful in the past, and which produced profits.
Other potential benefits:
- Improved profitability and client focus from sorting your most profitable customers from your least profitable;
- Reduced lag times in contracts, bids and offerings;
- Improved executive accountability by increased visibility of contract management and profitability;
- CRM scorecards that target where customers will benefit from improved customer relations, identify where customers are lost, or those that never were;
- Internet technologies that create customer focus & permit customers to view their order status, billing and other information online;
- Move the order point to the customer's office by using web-enabled technologies to place and view orders.
Integration.
CRM's full benefits are achieved only through experience -
experience that understands the integration of corporate culture, best practices, and
appropriate technology.
We can help you with that.

