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crm:components:communicative_crm
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Communicative CRM

General

Communicative CRM is a component of CRM. The other components are Analytical CRM, Operative CRM and Collaborative CRM. The communicative CRM covers all communications with the customer. This includes the individual customer interaction through a direct interface with the client by which all the planning and the actual communication with the customer is hold. Communicative CRM integrates new communication facilities into the traditional ways of communication. This integration builds the so called Customer Interaction Center (CIC).

Communication Channels

There exist a variety of different communication channels. The most important are:

conventional telephone www message
letter call centres social networks e-mail
face-to-face communication voice-over-IP e-business SMS
fax voice response unit blogs voicemail
interactive voice response RSS

Opportunities

As a result of the different communication channels the contact with the client will be made on different ways. Therefore it is possible to attend every client individually. Both parties enterprises and customers have to possibility to be more present. The company can learn more about the customer and the customer can evaluate and report about the company and its products.

Communicative CRM includes measures in order to control and support the communication channels towards the customer. Possible measures can be advertising effectiveness, An early warning system, encouraging and triggering customers expressions, enhancing corporate communication, enabling of multimedia information broadcasting and promotion of targeted marketing are more opportunities for the company.

References

  • M. Becher, Integrated Capacity and Price Control in Revenue Management, Betriebswirtschaftlicher Verlag Dr.Th.Gabler / GWV Fachverlage GmbH, Wiesbaden 2008
  • S. W. Hart; G. Kassem, Social Customer Relationship Management – From Customer to Friend, European, Mediterranean & Middle Eastern Conference on Information Systems 2012, June 7-8, Munich, Germany
  • H. Hippner, B. Hubrich, K. D. Wilde, Grundlagen des CRM, Gabler Verlag, Springer Fachmedien Wiesbaden GmbH, 2011
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crm/components/communicative_crm.txt · Last modified: 2013/06/03 11:27 (external edit)