Special Technique With CRM Systems And IRM

Beside of “customers,” business organizations need to focus on building relationships with those involved in running a business, whether within or outside the organization.

CRM (Consumer Relationship Management) may be forgotten immediately. When a marketer starts talking about a superior strategy in the name of IRM or (Integrated Relationship Management), IRM is already referring to building relationships with many, not just customers. But it is a holistic relationship that will create a sense of customer satisfaction and satisfaction.

Mr. Chusak Dejkriengkraikul The Chief Executive Officer of Marketing Guru Associates Co., Ltd., a specialist in Competitive Strategy & New Business Model, is one who sees the CRM strategy that Thai businesses are trying to find. Overall strategy only Because it is not just “customers” that businesses need to focus. But it also includes the people involved in running all of the company’s business, whether it be Inside or outside the organization

IRM – It also means building relationships with employees in every department that must cooperate with each other, work for the customer reluctantly, and build relationships with outsiders, customers, partners, and competitors to be a positive experience

“I think that doing IRM, called a holistic relationship strategy, is better than doing CRM alone, because doing IRM involves building relationships with all parties at the same time. These little ones can be combined to produce products and services that the company offers to consumers as needed. And it is possible by nature ”

In your opinion Chusak There are many companies that have failed to implement CRM, and as a result, the failure of CRM is due to 5 factors.

First of all, each department is diligent in storing customer information without applying it together. For the sake of maximizing the benefits of interdepartmental marketing, such as marketing and sales, it is clear that there is no sharing of customer information even within the organization. Customers of commercial banks, but do not provide this information to the head office. Because of the fear of being snatched up their main customers. Both of these data are useful in analyzing customer behavior. To allocate products and services that truly fit the needs of the customers.

The second failure factor comes from CRM only for some organizations. Which actually All units must work simultaneously to obtain all customer information. Also, the organization must realize that actually the customer is the one who makes self-income, not the employer. Not executive That has an influence on our income. Creating the core values of CRM is the part that all employees in the organization are encouraged to offer products and services to customers willingly.

Third factor is the customer data collector. Not stored And every detail. The customer side seriously.

Fourth, commercial and marketing data centers do not store customer data in a systematic and practical way.

Fifth factor Affiliate partners and network partners do not cooperate with the company for fear of losing benefits and bargaining power.

From the frequent failures of using CRM systems, “Chusak Dej Kriengkrai Kul” recommends that Thai businesses should look at IRM or holistic relationship strategies.

IRM has four main components

Customer Relation Management (CRM)
Partnership Relationship Management
Competitive Relationship Management
Internal Relationship Management

First thing is…

1. CRM (Customer Relationship Management)

“Mr. Chusak Dejkriengkraikul” separates the issues of CRM as follows:

C – Customer refers to the need to know the customer’s lifestyle, spending habits, spending habits. And the actual needs of different customers and put the information of the customer stored up. Get back to the company to create the right strategy, such as the success of Dell Computer, a computer manufacturer that responds to all customer needs. And delivery to the customer as scheduled. Information on the needs of different customers. It becomes an important database for Dell customers. Marketing can take that information. Analyze to further improve Dell sales. They can also segment their customers by taking sales as criteria.
R – Relationship Relationship formation based on customer characteristics and building a customer community. The more we build a customer base, the greater is our market share. A community group is a member of a group that is entitled to receive the rights. Members who contact the company and receive company news. Special customer groups that generate high sales value or VIP, etc.
M – Management Efficient management to create relationships and contacts using benefits as a link, such as encouraging existing customers to buy products of our company or our partners, such as buying a diaper 500 baht bring coupons. Redeem next time to buy 50% off or buy diapers, baby bottles.

2. Competitive Relationship Management means making a comparative CRM system. For example, we need to compare our CRM with the competitor that our competitors collect customer data. Comparison of offers that competitors offer to customers to bring the information. To analyze For the development of the CRM system and its own storage system.

3. Partnership Relationship Management is the relationship between a company and its partners, suppliers, dealers and competitors to build up a good trade relationship and may lead to lower production costs, such as ice cream manufacturing companies. And yogurt maker With the cooperation in delivering consumer information, each other is responsible for the cost of transportation together, leading to a reduction in business costs.

The Partnership Relationship Management strategy, or the relationship between companies competing with our company, is widespread in terms of survival partnerships, such as the Strategic Alliance strategy of the company. Use mileage strategy to redeem free airfares.

4. Internal Relationship Management or interpersonal relationships in the same organization to meet the needs of all customers must cooperate and coordinate really like the sales department and marketing department must share the same customer information. To create a marketing strategy that is consistent with a mutually beneficial approach.

The marketer also commented that the success of IRM and CRM depends on five factors: The reaction that the organization responds to its customers and tries to reach as many customers as possible.

“The CRM and IRM systems must be well-matched. The two parties in the organization to collect information from customers, we must share it seriously, we do not have to do to survive the mainstream. Third, the collection of customer information is very important. For CRM systems, we can find out that there are many uses. The four reactions we express to the customer must be natural, not destructive. Five times the CRM system does not need to consider High Tech, because customers do not like or always interested, but use instead of High Human Touch “