What does the notion of a loyal client really mean?
And yet when we look at "loyalty programmes" existing on the Polish B2C market and addressed to a mass consumer, we see clearly that they are not meant to build long-term relations - they treat the client in a manipulative way using the simplest marketing tricks and duplicating their competitors' actions. Obviously on an inexperienced market such as this it will yield short-term effects, but the customers of hypermarkets, petrol stations etc. will grow wiser in time - they will certainly not become loyal.
Therefore a truly loyal client is a thinking person/company, with requirements exceeding commonly available standards and ready to pay for having these requirements met.
In order to gain loyal clients we therefore need to know how to choose proper candidates and to make them loyal we need to personalise our contacts and make ourselves exceptional in meeting their expectations - better still if we can anticipate these expectations. If those are our plans then we need the CRM system.
What is CRM and what are characteristis of the system?
CRM is first of all an idea for running the business, i.e. firm's strategy whose aim is to increase profitability. The means to this end is building proper relations with clients. It is vital to remember this. The aim of a company is profit, not the satisfaction of clients or employees. However, as it turns out, both satisfied staff and satisfied customers have an enormously positive impact upon the firm's effectiveness.
Therefore indeed proper technology is necessary for making the CRM strategy work. What is most important is to match the technology to our needs and possibilities. To enumerate all advisable or useful characteristics of the CRM system would not be helpful. One has to establish first what they need for the successful realisation of their unique CRM concept.
The CRM Clientele system that we offer and implement functions in companies with a very broad range of activities and it is thanks to meeting the above requirements that it has been optimised to various needs and is capable of assisting business processes run in various ways. Obviously apart from tools in use proper qualifications of the team of consultants are also of vital importance. These consultants need to understand the specifics and priorities frequently diversified even in the case of companies acting in the same line of trade
How do companies use CRM?
For the majority of companies where we implemeted the Clientele system it is currently a tool without which they cannot imagine the smooth running of their businesses although initially there were not many who could believe it. In many cases functionality currently in use is greater than the one implemented initially. It is only through some practical work on the system that companies started understanding its potential and capabilities and the project included ever growing areas. As it happens, many interesting projects are run in companies where Clientele assists the servicing functions. Among "middle shelf" systems Clientele is distinguished by great functionality of the "Service&Support" module and our offer in this area is unique on the Polish market.
Due to the possibility of using various communications channels (client's portal, integration with e-mail services and telecommunication servers), ability to work online and offline (with the data replication mechanism) in WAN networks the system ideally supplements the work of trade and service related companies. Other interesting possibilities are offered by functionally complex modules designed to assist marketing activities - mainly in use by companies operating on the FMCG market. Obviously the way the system will be used by specific companies is their trade secret - because it is thanks to these tools that they gain competitive advantage.
Generally however the CRM system is too rarely treated as a tool for the whole company; rather it is considered as a tool to supplement the activities of the sales department or the servicing department. Therefore there exist on the market some simple "lower shelf" tools which prducers call CRM systems and which are only poor substitutes for such systems.
In what companies has the CRM system been implemented and how did it influence their activities?
Several dozen Polish companies (and several thousand worldwide) with a wide range of activities are users of the Clientele system. These include manufacturing, trade and service companies. The majority of users are "high technology" firms, perhaps they have noticed the possibilities lying in this kind of solutions and they were ready to use these possibilities to their advantage. Within six years of contacts with our clients and potential clients we have devised several "market sector" models of the CRM system - we can offer especially attractive solutions to companies dealing in servicing activities, to FMCG producers and distributors, to firms selling projects and any other trade firms, including those with a dispersed structure which use trade representatives in their activities.
In order to find out about specific solutions, how these are used by our clients and what advantages the system has given them it is best to contact us directly. On our Internet page you can find interesting case studies and our specialists will gladly provide necessary information.
Maciej Zachara Business Applications Sales Director, Qumak-Sekom SA
Therefore a truly loyal client is a thinking person/company, with requirements exceeding commonly available standards and ready to pay for having these requirements met.
In order to gain loyal clients we therefore need to know how to choose proper candidates and to make them loyal we need to personalise our contacts and make ourselves exceptional in meeting their expectations - better still if we can anticipate these expectations. If those are our plans then we need the CRM system.
What is CRM and what are characteristis of the system?
CRM is first of all an idea for running the business, i.e. firm's strategy whose aim is to increase profitability. The means to this end is building proper relations with clients. It is vital to remember this. The aim of a company is profit, not the satisfaction of clients or employees. However, as it turns out, both satisfied staff and satisfied customers have an enormously positive impact upon the firm's effectiveness.
Therefore indeed proper technology is necessary for making the CRM strategy work. What is most important is to match the technology to our needs and possibilities. To enumerate all advisable or useful characteristics of the CRM system would not be helpful. One has to establish first what they need for the successful realisation of their unique CRM concept.
The CRM Clientele system that we offer and implement functions in companies with a very broad range of activities and it is thanks to meeting the above requirements that it has been optimised to various needs and is capable of assisting business processes run in various ways. Obviously apart from tools in use proper qualifications of the team of consultants are also of vital importance. These consultants need to understand the specifics and priorities frequently diversified even in the case of companies acting in the same line of trade
How do companies use CRM?
For the majority of companies where we implemeted the Clientele system it is currently a tool without which they cannot imagine the smooth running of their businesses although initially there were not many who could believe it. In many cases functionality currently in use is greater than the one implemented initially. It is only through some practical work on the system that companies started understanding its potential and capabilities and the project included ever growing areas. As it happens, many interesting projects are run in companies where Clientele assists the servicing functions. Among "middle shelf" systems Clientele is distinguished by great functionality of the "Service&Support" module and our offer in this area is unique on the Polish market.
Due to the possibility of using various communications channels (client's portal, integration with e-mail services and telecommunication servers), ability to work online and offline (with the data replication mechanism) in WAN networks the system ideally supplements the work of trade and service related companies. Other interesting possibilities are offered by functionally complex modules designed to assist marketing activities - mainly in use by companies operating on the FMCG market. Obviously the way the system will be used by specific companies is their trade secret - because it is thanks to these tools that they gain competitive advantage.
Generally however the CRM system is too rarely treated as a tool for the whole company; rather it is considered as a tool to supplement the activities of the sales department or the servicing department. Therefore there exist on the market some simple "lower shelf" tools which prducers call CRM systems and which are only poor substitutes for such systems.
In what companies has the CRM system been implemented and how did it influence their activities?
Several dozen Polish companies (and several thousand worldwide) with a wide range of activities are users of the Clientele system. These include manufacturing, trade and service companies. The majority of users are "high technology" firms, perhaps they have noticed the possibilities lying in this kind of solutions and they were ready to use these possibilities to their advantage. Within six years of contacts with our clients and potential clients we have devised several "market sector" models of the CRM system - we can offer especially attractive solutions to companies dealing in servicing activities, to FMCG producers and distributors, to firms selling projects and any other trade firms, including those with a dispersed structure which use trade representatives in their activities.
In order to find out about specific solutions, how these are used by our clients and what advantages the system has given them it is best to contact us directly. On our Internet page you can find interesting case studies and our specialists will gladly provide necessary information.
Maciej Zachara Business Applications Sales Director, Qumak-Sekom SA
