Enterprise Customer Relationship Management [CRM]

There are two levels of CRM solutions:

Small business solutions - focused on productivity at departmental level

Enterprise solutions - manages complex activities and multi-functional workflows across the enterprise, to coordinate, track and manage and optimize the quality of all interactions with the customer.

Enterprise CRM

Enterprise customer relationship management solutions are a suite of tightly-integrated applications that span both front- and back-office operations:

• Marketing - plan and develop sophisticated, multi channel campaigns
• Sales - follow-up on new leads, manage existing sales cycles.
• Support - rapidly resolve a growing volume of customer problems and issues.
• Management - oversee customer-facing operations across all departments, and ensure that all client interactions are handled in a responsive and professional manner.

These systems automate and seamlessly coordinate and consolidate disparate, repetitive processes and siloed data across all customer facting business units. They enable all units to work in synch to build stronger, more profitable customer relationships.

Key Benefits of Enterprise CRM

Enterprise CRM can help:

1. Enhance customer interactions with and services through multiple channels and divisions. Deploy company-wide best practices - implementing consistent, effective, and efficient
   processes across departments and business units
2. Ensure a positive end-to-end experience for customers.
3. Improving service quality helps to increase loyalty, minimize churn, and boost customer profitability.
4. Increase staff productivity and reduce the costs associated with attracting, retaining, and supporting clients.
5. Eliminate redundant and overlapping tasks by:
   
   1. streamlining all customer-facing processes
   2. coordinating cross-functional activities
   3. facilitating information flow across departments

Common Enterprise CRM Features

Enterprise CRM solutions typically include:

Sales force automation - supports sales reps to more effectively manage their contacts,
opportunities and related activities. SFA also provides mobile interfaces, forecasting, and order processing and tracking.

Marketing automation - to efficiently manage prospect databases, create and launch cross-channel marketing initiatives, and track campaign results and leads.

Customer service or contact center automation - deliver rapid, high-quality service, while improving the success of up-sell and crosssell programs.

Help desk automation - supports rapid response to and track customer problems and issues.

Reporting and analysis - management can obtain complete visibility into all customer-related activities within and across each department. See Event Analytics

Next: Developing a CRM Strategy

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