Use CRM To Expand Capabilities Of The Supply Chain Management

CRM is a way to determine, attract, and retain the best possible customer base. The absolute thing is. “Customers must be right”. Many organizations that use CRM will see that they can increase revenue. And obviously profits. And also to corporate organizations. Can extend the supply chain management capabilities
And can operate in the manner of cooperation with all parties. From purchasing raw materials to reaching consumers. And the end product users. Top companies start building. The “same supply chain” that can be defined by market demand is important. They aim to develop a supply chain that is closer to the customer. To create the success of this new management model. Managers must understand and accept important CRM concepts.

When organizations It aims to be closer to the consumer. The supply chain is faced with the basic fact that “today’s consumers are not easy to get along with. And they can be as easily preserved as they used to be. ” Greater understanding of products and services. Consumers are now more intelligent and demanding, and if a company can not meet their expectations or needs. He will look for a new company. New product now Based on the results of this new consumer. Many companies lose customers on average between 10% -30% each year. Real-time technology advances have led consumers to anticipate. Hope and immediate satisfaction. Cause Consumers Appearance “Customers never satisfied”

In such an environment. Advantages or advantages of a product that is superior to a competitor in terms of innovation starts to shorten. on the other hand The key to success has become the ability to break through the winds of long-term customer satisfaction. That means organizations must begin to “listen to customer feedback” or increase the weight of customer service. Just not enough. Creating a supply chain system is not fast enough. Organizations must focus on Give importance “Customer center”

In doing so, they must ensure that everything they do is worthwhile. The organization must listen to customer voice. And bring customer feedback to improve the organization’s strategy to create a system that can meet customer satisfaction.

Resolution Of CRM

To create “customer centric”, that is the goal of CRM, which CRM is superior to the effectiveness of sales. Or face-to-face marketing Or the activities of customer service CRM system.

Starting with a change in the relationship between the wholesaler and the company and the customer, the process of engaging, engaging and retaining customers Focus on the whole new organizational orientation. To profitable long-term relationships with customers in every part.

In building such relationships, CRM has focused on the fact that “Every customer has different needs. Each of the individual clients will give a different profit to the company. “The executives have mentioned that the 80 to 20 formula is still in use, ie 80% of the company’s profit may come from just 20% of the target audience or its customers. Organization

Therefore, CRM will try to find 20% of those people. And more satisfaction to him to achieve the most profit for the organization.

Clear understanding of profitable customers is essential. Because it gives the company the ability to create different levels of management for customers. For example, all airlines that issue “special cards”, such as Thai Airways, issue a Royal Orchid Plus Card to serve different types of customers, such as flyers. Fly often, it is a silver card, and rarely will not get anything. In this way, the customer is Money cards will try to turn into gold cards. By flying with Fly Thai over other airlines. The resonance of the customers who want to get mileage on a flight that is not on Thai Airways route makes Thai Airways have to join Alliance with other airlines. To increase and satisfy customer needs.

With this strategy, THAI’s customers have increased significantly. And seats on each flight can also. Maximum usability This is not a good practice between customers. And bad customers Just that, marketers have to admit that different types of customers. Different groups should receive different services.

When a company defines differentiated customer service methods in a different way. In each target group. The company can achieve two objectives: In addition to being able to increase its “share of customer”, the company can also improve its existing customer retention methods.

“Share of customer” refers to the number of items each category a customer can afford to buy compared to what the customer Buy all or have the potential to buy in such a category, if one customer uses personal products, including soap, liquid soap, shampoo, hair conditioner, face cream, detergent, bathroom remover, toothpaste, toothbrush and cosmetic accessories.

The fact that the company can increase the share of customers to one customer, from the fact that he uses only 20% to 80% And the profits of the company, whether Uni-lever, P & G, Colgate, or the United States, quickly increased. Without adding a customer base, the use of CRM systems can help. Reduce costs and increase revenue in this way. In addition, the report Overseas research also shows that customers at Loyal and buy us regularly. There will be more opportunities for Life time value customers because

1. They can buy our products or services more frequently.
2. They can buy more products or services than others.
3. They can buy products or services at prices that we have. Margin better than other customers.
4. They can help us advertise public relations. We have better products or services than any other ads, because they are satisfied with our products or services.

Conclude the efficiency of using CRM techniques, we can focus on profitable customers. Allows the supply chain to provide services. To meet the needs of customers in a variety of segments while also reducing management costs. In addition It also makes the organization more stable. Continuous and predictable customer base. Which in turn It also makes planning the operation easier.