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Customer Relationship Management serves as an effective customer service tool. It includes recording all contacts (description of the course of a meeting/conversation, its duration, etc.) and task planning (establishing task supervisor, deadline, priorities, etc). Thanks to eproCRM it is possible to transfer all data concerning contacts with customers into the system, and keep track of them at all stages of the transaction. The implementation of eproCRM system improves customer service and makes maintaining contacts with existing customers easier which seems to be of a paramount importance as it is commonplace that it is more expensive to attract new customer than to get on well with the current ones.
eproCRM is of great capacity. The implementation of it enables transfer of all data about customers and service-related processes to the application. The access to this information may be obtained by each employee of the company. Moreover, eproCRM is a very flexible system which has easy, intuitive user’s interface based on search engine. Its undisputable advantage is the possibility of transferring and updating data in the computer network between company’s departments, partners’ network and employees who are not working on the premises.
The basic aim of the initiation of eproCRM in a company is organizing all information concerning contacts with the company’s customers, partners and suppliers and making it easily accessible.
"CRM philosophy is treating customers in such a way that they feel assured they made the right choice about contacting that particular company."
"CRM is an area of company's activity which lets an organization identify its needs and opportunities as well as reduce the cost and risk concerning existing and potential customers.”
Aims of eproCRM:
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establishing long-term, stable relations with customers;
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enhancing customer satisfaction;
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increasing sales;
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maximizing company profitability;
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identifying the customers generating the highest/lowest income;
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minimizing the cost of customer service.
eproCRM implementation advantages:
- control over contacts with the customers;
- control over employees who maintain contacts with customers;
- control over entire projects connected with customer service;
- administration of one uniform and compact customer database;
- easy access to customer data thanks to a search engine with a selection of different search criteria;
- gaining full knowledge of customers (so far only available to certain employees).
According to H. Muller, the author of famous “As close to the customer as you can get - Management in the world” (1996), "The cost of obtaining a new customer is 5 to 10 times higher than maintaining an existing one”.
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