Everybody knows the importance of maintaining a close relationship with the client to understand their tastes, habits and needs. In that sense, the incorporation of CRM solutions based strategies facilitate this understanding and provide meaningful results for businesses.
Tom Siebel was the first to publicly use the term CRM in 1993, a concept that Chile has had a slow uptake.
In recent years, we have been immersed in a sea of \u200b\u200bacronyms and initials as ERP, MRP, B2B or B2C, most of them associated with technological developments applied to business.
One of the most common is CRM (Customer Relationship Management or, in English, Managing Customer Relationships).
Another "fashion" or really is an interesting concept? CRM is a strategy that allows companies to identify, attract and retain customers, thanks to which will optimize profitability. In that sense, we speak of the system as a strategy, which involves not only have the right software that allows to manage relationships with customers, but also implies a change in business processes and all those working in it .
"With CRM technology, the companies have access to information that previously had no respect for their management of the relationship with customers. This allows them to make decisions based on business intelligence and anticipate demands and needs of consumers, "said Ricardo Cardenas, director of consulting for Oracle's CRM sales in Latin America. CRM tools are technological solutions to achieve the development of" theory "of relationship marketing, ie, a strategy business focused on anticipating, meeting and meet the needs and desires present and likely customers. "All CRM systems, when taken as an end, are liquidated. We must take them as a means that makes it easy to contact customers and anticipate achieving what they want, "says Sergio Gajardo, commercial director Marketingnet.cl.
IN MARKETING According to experts, the goal of any marketing strategy is to retain and attract new customers for this "CRM can identify which initiatives are having a positive outcome in terms of satisfaction, and also what things may get better before they impact on clients. Therefore it is very beneficial for companies that have invested in CRM as part of its business strategy, "said Ricardo Cardenas.
OgilvyOne Chile is a leader in the development of relationship marketing and CRM. For them, a campaign with this system can be extremely effective and cost-effective, provided it is well designed and implemented.
Consider it essential to define very clearly what the objectives of the campaign, ie to establish clearly the strategic needs of the customer. Then, you must thoroughly analyze the data and information gap and complement these results with different studies and information.
The idea is to build a profile as possible finish of current customers or potential prospects. Based on this knowledge, it is possible to define a compelling value proposition for each segment and the most effective channel of contact to communicate. 
While both in words and figures "can make a profit of almost 20% over-all looks very positive, the fact is that in fact, CRM is still not massive and companies have installed it encountered difficulties. MAIN PROBLEMS
Implementing a CRM system involves significant cultural changes in business and, as such, companies need time to assimilate the changes. "CRM defects come to light when viewed as a fashion, without considering the cultural change involved and its effect on business processes," argues the director of Oracle.
companies with little experience in CRM are prone to risk, as the company does not fit the software, but the software must be adapted to the needs of the company.
Therefore, the lack of experience in the selection of tools is a major cause of failed CRM. It is thus essential resources needed for education and training of employees. People who work with these systems must be skilled in interpreting the data they receive and that is achieved with training.
Source: Publimark
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