Administracion De Relaciones Con Clientes

What do you think are the main issues in implementing a Customer Relationship Management software?
Customer relationship management (CRM) systems enable companies with a competitive advantagelandscape if the company is able to do adequately and thoroughly analyze its own needs, translate it into an applicable technological tool, and permeate the “customer-oriented” culture throughout itspersonnel. CRM is defined as a “philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment.” A well designed CRM systemshould provide the company with what it searches the most: sustainable competitive advantage. A way of doing so in such a competitive environment is through the building of interactive relationships soas to create strong switching costs. By switching costs it is meant as the “costs a consumer faces when changing suppliers.” Companies nowadays must find innovative ways to get a hold of, retain andgrow their best customers while at the same time they should drive them away from competitors (i.e. elevating the switching costs). CRM enables companies to analyze data in a timely and efficientmanner. “(CRM systems) can impart the ability to cut costs, enhance efficiency, streamline processes, capitalize on existing customers and source new clients.”
For a company to be able to achievethis, it must know who its most valuable customers are, what they need, what aspects of the service or product motivates their purchase, what makes them select its company versus that of the competitor’s,and other aspects related to the customer itself and no longer a perspective from the company alone. The one-way communication approach where the company dictates what the customer can/should haverather than what the customer wants and it can (or should develop) obtain is long gone.
For a CRM system to be successful, three key elements must be thoroughly scrutinized: people, process and...