The concept of CRM isn’t totally clear to many people. You can use it to keep track of relationships, print out labels, print out a customer overview… All true; relationship management is the core of CRM, but there’s more to it.
Increasing contacts with customers, for example, or expanding the existing customer base belongs to the field of CRM. Then, of course, we mustn’t forget the acquisition of new customers. CRM, Customer Relationship Management, is more than just installing a software package and entering address details — it is a policy that has to be implemented throughout the entire organization in a process-oriented manner.
All customer contacts must be tracked regardless of via which channel they came into contact with the organization. This could be via social media such as Facebook or Twitter, via the helpdesk, or a good old-fashioned email. All attention moments and customer contacts are stored in an orderly manner. The software offers the right communication possibilities for each customer and takes care of the data collection so that everything is clear when it needs to be retrieved at a later point.
In addition to this procedural CRM, an interpretation can be made of the internally or externally collected data. A good example of this analytic CRM, as it’s known, is a customer satisfaction survey.
And, last but not least, there is Collaborative CRM, providing insight into data or a subset of it for customers or distributors. Querying invoice data on an energy supplier’s website or viewing the status of an order are part of this form of CRM.
Archie CRM has all these forms of CRM included in the package as standard, and offers extensions to input and deal with data in even more specific ways.