Crm at Makro

Topics: Customer relationship management, Customer service, Marketing Pages: 5 (1632 words) Published: December 7, 2010

Let me start by giving a brief idea of what Customer Relationship Management means. CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) to give one, holistic view of each customer. It's a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling (selling to an existing customer) and up-selling (selling something that is more profitable or otherwise preferable for the seller instead of, or in addition to, the original sale) opportunities to target marketing strategies to competitive positioning tactics.

Once thought of as a type of software, CRM has evolved into a customer-centric philosophy that must infuse an entire organization. There are three key elements to a successful CRM initiative: people, process, and technology. * The people throughout a company-from the CEO to each and every customer service representative need to buy in to and support CRM. * A company's business processes must be reengineered to support its CRM initiative, often from the view of, how can this process better serve the customer? * Firms must select the right technology to drive these improved processes, provide the best data to the employees, and be easy enough to operate that users won't face problems. If one of these three foundations is not sound, the entire CRM structure will crumble. Now that you have an idea what CRM is, I will move on to discuss the CRM of Makro. For this I had to meet up with the manager of customer relation at Makro’s head office located inside the shopping complex. The Manager was quite helpful and encouraging which I was not expecting honestly. I took 20 minutes of his time and discuss about the CRM his company managed. I started by asking what communication means to him and his company and according to him communication skills are important in every aspect of business. Information must be clear and accurate. In Customer Service, you must be able to explain company policies to customers and answer their questions about your products or services. These customers are not experts in your business, so you must be able to translate industry terms or technical information into layman's terms. Customer development and maintenance of relationships with customers is very important especially for a huge chain like Makro. Like businesses, Hypermarkets are also focusing on improving relationships with their customers and want to gain customer loyalty. Globalization and technological improvements have given Makro a tough competition where new competitors keep on emerging Metro being one of them currently. Makro is focusing on managing customer relationships in order to efficiently maximize revenues. For Makro marketing is not just limited to developing, delivering and selling, it is developing towards maintaining long term relationships with customers. Relationship marketing is becoming more and more important in financial services .Managers really needs to look at areas where opportunities lie because industry consolidation, multiple delivery channels and online banking are making the customers leave one bank for another. Thus banks are increasingly using customer relationship management to develop long lasting relationships with their customers. Ensuring customer satisfaction is their main goal of any company. To achieve this goal customers especially HORECA are frequently contacted, and it is made sure that Makro staff and CRM department asks them about the problems they are facing and they try their level best to solve them....
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