ejemplos de crm

Por muy bien que funcione un negocio, es imperativo que invierta esfuerzos en conocer lo mejor posible a sus clientes/prospects. En este artículo te enseñamos ejemplos de CRM y su utilidad, así como las causas de su carácter imprescindible a día de hoy.

Con total seguridad, conoces sobradamente el significado CRM, e incluso algún que otro ejemplo de CRM.

Aun así lo vamos a recordar: CRM es el acrónimo de Customer Relationship Management, es decir, gestión de la relación con los clientes.

Sus principales objetivos son facilitar la adquisición de nuevos clientes y mejorar la persistencia/recurrencia de los existentes, gracias a ser capaces de entender sus necesidades, anticipándonos y sobrepasando sus expectativas.

Aunque CRM puede ser considerado como algo asociado a la era moderna, el concepto como tal ha existido desde siempre.

Cualquier aspecto comercial lleva implícito una gestión de la relación con los clientes, de forma más o menos detallada, más o menos torpe o más o menos tecnológica.

Si hablamos de ejemplos de CRM, posiblemente el primero tendría como herramienta una vieja libreta y un simple lápiz, donde el tendero de un pequeño pueblo de Castilla, hace cien años, llevaba como podía el listado de clientes.

Además, gestionaba información sobre pedidos, recordatorios, cuentas y una larga serie de notas, que hacían que su pequeño negocio tuviera un cierto orden.

Pero el tiempo pasa y las necesidades cambian. Los paradigmas ya no son los mismos y todo se mueve a una velocidad tal, que si no estás en constante estado de alerta, de aprendizaje y de evolución, tienes todas las papeletas para quedarte obsoleto en un par de pestañeos.

Si ocurriera, ésto haría que tus competidores pasaran sobre ti como esa gran ola de mar que te pilla desprevenido y te hace dar varias vueltas de campana mientras se lleva tu bañador y te deja vulnerable a la vista de todos los bañistas.

Ejemplos de CRM y uno de los errores más comunes a la hora de identificarlos

Existe cierta confusión o errores conceptuales cuando nos referimos a CRM, e intentaré describir uno de los más importantes:

La tecnología, por potente que sea, no es nada sin una inteligencia y estrategia que claramente indique las pautas y procesos para cada interacción.

Por tanto la tecnología nos permitirá recabar datos, automatizar procesos, sincronizar y relacionar información, segmentar, medir, analizar y en definitiva maximizar el valor aportado a cada uno de nuestros clientes en futuras interacciones.

Ejemplos de CRM y su repercusión en el servicio prestado

Prestar un buen servicio ya no es suficiente. Hay que llegar más allá para tener una diferenciación con nuestros competidores, no asociada al producto, sino al servicio y a la forma en la que los clientes nos perciben.

Para adelantarnos a las necesidades del cliente, sorprender, fidelizar, emocionar… hay que conocerle, y para conocerle hay que tener información ordenada y estructurada.

Los sistemas de CRM son los encargados de almacenar toda esa información y deben relacionar también todas interacciones y datos de clientes independientemente del canal por el que se produzcan (página web, atención telefónica, correspondencia vía email, APPs, marketing, social media, chat…)

Los ejemplos de sistemas CRM más habituales pueden englobarse en los siguientes apartados.

 

Ejemplos de CRM: ¿En qué situación está tu negocio? 

Y ahora, pregúntate:

Si la respuesta a alguna de estas preguntas es “no”… ya tienes algo más a añadir en el “to-do list”: Definir una estrategia CRM implementando un sistema CRM adecuado.

¿Quieres convertirte en un experto en la gestión digital de clientes? Fórmate con el Curso Especializado Online en Customer Relationship Management. Encuentra toda la información e inscripciones, aquí.

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