The basis for any changes in implementing the CRM-approach in the organization should be a set of basic customer-oriented principles, which include:

• turning particular attention to the existing customers’ retention rather than attracting new ones.
• improving constantly customer loyalty.
• applying greater efforts in attracting "profitable" customers, while encouraging other customers transition to "profitable" ones.
• minimizing the number of unsatisfied customers. 

The CRM is a business method rather than a computer program box.

Currently there are many software products on the market. In our opinion, the software programs installed on the computers of employees are not so important in 80 percent of cases. The CRM implementation is more time consuming and complex process than simply installing computerized information database containing customer information and all contacts with them. The CRM implementation requires not only significant time and material costs, but also volitional efforts of the company's management. In particular, it is the management's willingness to take a critical look at all customers’ interaction stages of all the company’s structural divisions.

The CRM implementation results

 The return on introducing the customer relationship management system can significantly exceed the effort and bring more benefits than just the operational comfort of the sales department in using the information systems. The CRM approach implementation will allow:

• increasing business agility.
• making it more efficient and predictable.
• increasing sales.

Three components of Customer Relationship Management (CRM)

From the point of view of our consultants, the CRM introduction must include three key elements:

1. The CRM technology. The introduction of CRM-principles approach in client's business technology.

2. Development of regular sales system. The introduction of regular management technologies in the customer relationship sphere is to solve the problem of the organization internal procedures: the way of control system operation, the intelligible degree of customers’ interaction and debugging.

3. The software selection according to the customer's budget and real needs. If necessary, the preparation of reference terms for programmers in order to embed the correct software in the customer information system. The monitoring of using the CRM-system within 3-6 months with recommendations to the customer.

THE CUSTOMER RELATIONSHIP MANAGEMENT APPROACH

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CRM TECHNOLOGY +  REGULAR SALES SYSTEM +  CRM SOFTWARE

The CRM Implementation Methodology

The approaches of the MANAGEMENT SOLUTIIONS Ltd. consultants in introducing the CRM system are primarily focused on applying the regular management technology and implementing the CRM principles satisfying the organization’s specific activities.

The CRM software configured to work in a particular organization allows users to secure changes in the customer interaction technology and coordinate management activities in accordance with the procedures developed jointly with the consulting company.

Our methodology involves the following approaches for solving client problems:

• A formal description of the clients’ business process interactions in the organization "as is".
• Analysis and improvement of the clients’ business processes interaction according to the CRM principles and the organization’s strategic objectives.
• Development of the CRM information system requirements. If necessary, the information system data structure describing the entities, attributes, and relationships between them is developed.
• Selection of the information system jointly with the consultants; its adjustment to the clients’ needs, goals and objectives, the CRM software introduction by IT-specialists under the supervision of the MANAGEMENT SOLUTIONS Ltd. consultants.
• Monitoring of the organizational changes and the CRM-system correct application.