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Responses to Inquiries about CRM
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Responses to Inquiries about CRM
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■Responses to Inquiries about CRM
Here, we list up recent questions and answers from our members and non-members.
*Please understand that this section is intended for reference use only. Consultations regarding theories and viewpoints do not indicate the collective opinion of the association.
Q1 Our Company is currently preparing to launch a CRM business (External Sales).
We are considering CRM solutions in various ways, so I would like to receive advice on the structure and points to consider when handling CRM.
Q2 I am currently studying about CRM at my university.
I have several books on CRM which indicate that "CRM is not the same as Traditional Customer Management" , but there is no books written about "Traditional Customer Management" in detail.
What is "Traditional Customer Management"? Also, what are the differences and similarities between "CRM" and "Traditional Customer Management"?
Q3 I'm currently conducting a study on "Points to Succeed CRM".
I have looked through documents, but I do not know the exact year CRM was introduced to the United States.
It seems to be in the mid-1990s.
If you know, please advise.
Q4 I do not understand the definition of CRM well.
At our company, we set up something called a "Customer Comment Card" to collect customer's voices such as dissatisfactions and claims to use the comments to raise customer satisfaction.
Can this method be considered as practicing CRM?
Q5 During the process of searching for cases on CRM, I cannot find a case which explains how much of the sales has increased in numerical value.
If possible, please introduce a case that specifies concrete numerical values.
Q6 I would like to know the examples and the methods of CRM in municipalities.
The CRM in municipality, sometimes called Citizen Relationship Management, is steadily spreading.
Efforts to induct the customer window to the WEB and call centers responsible for electronic applications by electronic calling and electronic payment are on the rise.
For example, Sapporo City has established a general information call center.
In addition, the administrative evaluation bureau emphasizes the viewpoint of residents, that CRM is becoming necessary for local governments to make full efforts toward administrative evaluations.
However, as you can see from the above-mentioned approach to CRM, it can be recognized that it is in the process of development in comparison with private sectors.
Therefore, if the municipality's CRM activities can be measured, I believe that it will help local governments promote CRM.
Q7 We are considering to establish a new call center with the aim to improve efficiency, homogenize, and specialize the contents of correspondence for the centralization of the customer service counter.
We are planning to make major organizational changes by revising our business processing method including not only the department related to the call center but also other departments as well.
Please advise me some points that will become vital for reviewing the work.
Q8 I do not yet understand the relationship between "CRM" and "Knowledge Management".
It is commonly said that "Knowledge Leadership" is necessary, but I cannot interpret what this means.
Please let me know as you can explain what this means.
Q9 I have a question concerning on using of business strategy or customer strategy by product group according to the purpose.
Our current customer working on a project has run a long-established mid-sized company implementing a customer-oriented management.
A business growth has been slow and the sales has been increased slightly.
However, I believe that the company has survived until now thanks to customer-oriented management.
They are recently working on changing our business strategy (by product group), but it is not going as planned.
As an alternative, they are thinking about applying a customer-oriented strategy (product group unit) business strategy or an integrated type strategy.
In the case of applying the integrated strategy, what kind of system would be good to take on? Good means realistic.
I am thinking about identifying the level of customers, and respond individually to those of higher-level while conducting business strategies (by product group) for the customers of remaining levels.
Is there any customer strategy with a (business group) business strategy behind that? I know that the latter is better as a CRM strategy, but I'm not confident.
Q10 I have some questions/doubts concerning the method/contents of the project proposals that will be changed significantly depending on the tool (proposed) and CRM engine used.
Also, I believe that they will be changed depending on the size of the target client's employees.
They are also depends on where you place emphasis points on systems such as SFA, CTI, MKTG.
The system also various greatly depending on the way of applying the C/S or ASP (or Web) system.
What is your opinion about the mentioned above?
Q11 What is the meaning of the term "Risk Management Type CRM"? Are there any successful case examples?
Q12 Recently, a tool called BI (business intelligence) has come to be used for customer analysis.
What effects can we expect from utilizing BI for CRM?
Q13 What criteria should I use for evaluating the CRM Best Practices?

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