CRM system for MK is selling point and MK’s survival to date.

CRM system or CUSTOMER RELATIONSHIP MANAGEMENT system is a management model that focuses on the relationship between the organization and the customer. Including between organizations, business associates and vendors. It must be assumed that all parties that take part in the business are customers that the organization needs to take care of.

Current organization The focus of CRM is on customer service. And building stronger customer relationships because the benefits of the customer are not just for survival and business survival of the organization. But for the growth of the organization in the future as well.

Has been researched Cost per new customer. It costs five times the cost of maintaining a single customer, which is a cost factor. Paying more attention to the importance of the organization and trying to find ready-made formula as a guide to improving customer relationships. With the use of CRM, organizations are better able to place service frameworks by developing traditional methods or incorporating technology.

Suki MK is an example of a successful CRM system. Improved service in food presentation. It became a home for the support of family customers. And friends who make an appointment to eat at all times.

The complete service begins with the reception of customers who walk into the store immediately from the well-trained staff to take the customer to the table, and then the caretaker will bring the water into the pot. Along side Drinking water was served quickly and the food It comes to the table after the customer ordering in just a few minutes. The speed and cleanliness of MK is the same standard in every field. It is important to make customers want to come back again.

Although MK is appreciated for the service in the store as well. But it does not stop efforts to improve the service. MK has added services with CALL CENTER system for customers to order food through the phone. Include food orders through the website. And delivery service to the home with the way M. K has taken the technology to the potential. Makes the restaurant of Thai people standardized. Or better than foreign restaurants.

For example, the MK Suki showcases the application of CRM concepts. By developing and using traditional approaches that focus on quality service delivery. And the technology to promote services to enhance the competitiveness even higher.

Currently, there are CRM-type technology applications that are suitable for various functions. In a variety of customer service. And for clarity and easy-to-understand, let’s break the CRM into functionalities or applications that fit the corporate customer management. And the types of programs available in the market.

Various functions Suitable for CRM applications may be divided as follows.

1. CUSTOMER KNOWLEDGE
2. CUSTOMER RETENTION
3. SALES EFFECTIVENESS
4. CUSTOMER SEGMENTATION
5. CUSTOMER FULFILLMENT
6. PRODUCT PRESENTATION
7. CUSTOMER ACQUISITION
8. CHANNEL MANAGEMENT
9. CAMPAIGNE MANAGEMENT
10. MARKET INTELLIGENCE

Applications available in the market. To maximize the potential of CRM and to support the various functions. There are so many. for example,

1. SALES FORCE AUTOMATION to optimize sales.
2. FIELD SERVICES to optimize customer service in different areas.
3. PAYMENT SUPPORT to increase the convenience of payment. May be made online through the Internet.
4. E-CARE SUPPORT added support for web-based customer service.
5. CROSS/UP SELLING add product And cross-selling sales activities. Or sell additional services.
6. CALL CENTER service center
7. CUSTOMER STRATEGY/CUSTOMER INSIGHT/STATUS TRACKING/CUSTOMER TARGETING Applications support sales planning and marketing, presenting customers. This is a customer access strategy.
8. ONLINE MARKETING Advertising through web media
9. PREDICTIVE MODELING To use in advance marketing planning.
10. ORDERING SUPPORT Order Support Application May be online or mobile.
11. CUSTOMER CARE/CUSTOMER LOYALTY/SERVICE REQUEST Support for customer convenience. Service to maintain customer loyalty to the product.

The application has become increasingly used in foreign countries. Especially developed countries. Due to high competition. Attracting customers is a key factor in growing a company. In Thailand, people have started to use more technology. Not only with restaurants like MK or The Pizza Company, but also with life insurance companies such as Muang Thai Life Insurance. Or a distributor in the United Saha Group.

And it’s time for your organization. To complement the service and manage customer relationships in implementing a particular CRM system. The competition arena has increased its concentration of win-lose, not the only measure of the product anymore. But how to service and build customer relationships. Customer satisfaction. It will be another important indicator of survival. And the growth of business. The saying that the customer is God is still verbal.

Credit : Mr.Panop Kasemsarn