The term CRM has American origin and means Customer Relationship Management, can be translated into Portuguese as Customer Relationship Management. Its definition is to precisely group the functions and tools of communication and contact with the client. According to Philip Kotler, winning new customers costs 5 to 7 times more than maintaining existing ones. Therefore, the importance of CRM in companies, to ensure customer loyalty and make it an agent of the brand / company, thus maintaining relative competitive advantage.
Theoretically this is a business strategy, generally aided by the implementation of client-focused software, which has a set of relationship management processes, which are called CRM Systems. It can be said that it is a set of processes that integrate the relationship with the loyal clients and also with the potential ones; its approach is made in order to ensure that the customer is the main focus of the company's processes, its development must prevail by the perception and anticipation of the needs of the public.
The main objective of this tool is to support companies to retain their customers and even reach other potential, always seeking to meet their needs. In general, CRM is divided into three areas, Customer Service Management, Channel Management and Sales Force and Marketing Management. All areas are oriented and pursue the same goal: the good relationship with the customer and their total satisfaction. Among the various activities of customer relationship management, we can highlight the registration of contacts with customers, which are performed using various tools such as email, phone call, chat and others are important to collect useful and relevant information from customers. All data and information relevant to decision-making can be recorded and analyzed periodically in order to produce results management reports.
The types of CRM most used are Operational, Collaborative, Analytical and Social. The first refers to the integration of technology into the management and operation processes, to guide and assist the relationship between client and company. The second is to apply technology to the automation of all points of contact of the company with its customers. The Analytical model allows the identification and verification of different types of clients of the company, from this it is possible to devise strategies to serve them in order to satisfy their specific needs. Social refers to the term itself, which is the interaction with the customer through the various media.
Finally, it is important to understand that CRM is a system developed for managing the clients of a company; where your process should be fully integrated with marketing strategies and business management.