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Today, we
live in a globalised and constantly changing world that operates based on data
and its development. New technologies emerge every day, some succeed and some
fail, but all technological innovations are all about the same thing; trying to
make people's lives more efficient, convenient and practical. As a result of
this, we can see that most of the innovations made by large companies are mainly
focused on the customer, and this is very important, as they are the ones who,
through purchases and different activities, move the economy, providing
benefits for those same companies.
Fifty years
ago, companies focused on making the highest possible quality products, but
today the focus is no longer on the product itself but rather on the consumer,
analysing the processes and causes behind the purchasing decision process in
order to predict the needs of customers and be able to anticipate them, trying
to give them a better shopping experience. All of this can be managed thanks to
CRM.
At this
point, you may be asking yourself, what is a CRM? Well, it is the abbreviation
for Customer Relationship Management. It is software that allows us, through a
database, to have the data of our customers and to know the interactions we
have had with them. CRMs allow us to collect information from our customers and
use it to personalise their experience. They have been around since the first
businesses were created, but we didn't realise it. For example, small retailers
have always known that they had customers who bought certain products once a
week or liked them in a certain way and they had this in their head, but when
these businesses scale, the customers are thousands, or millions and it takes a
very powerful computer system to manage all that data. This way the sales or customer
service team can have access to what the customer needs and how they can give
them a good experience.
These
programmes were initially on a company's mainframe computer but there has been
an evolution and now that data is usually in the cloud. The company that led
this movement is Sales Force, although there are others such as HubSpot, Base,
Sales net...
It is
crucial that CRMs are connected to the Marketing Automation part because this
programme must not only store data on the customers who visit or call them, but
it must also store all information related to visits to the website,
interactions on the website, etc.
Among the major benefits of using CRM for
companies are to be able to connect on a personal level to better
satisfy customers. Predicting the needs of customers will be very useful for
the marketing department for example as it allows us to create campaigns or
offer products just when the need arises which is perfect for creating and
maintaining relationships with customers. Another benefit is that it will allow
us to improve the customer experience with the brand as it allows us to create
a better customer journey which translates into higher sales, the second
biggest attraction of CRM.
They are
very powerful tools that can manage huge databases and store them for a long
time so that in case they are needed they can be found easily, for example
invoices, guarantees...
Each
company must manage its database in a different way. In this way, objectives
can be added at a commercial level, for the customer service department, for
the marketing department... and it will be possible to adapt the commercial
offer to each customer depending on the information we have in the database
about them, thus achieving an individualised offer for each customer and
building a link between them and the company.
In the end,
CRMs are tools with benefits for many departments of the company which
translates into growth and better management of this both internally and with
their own customers.
Today's
business is based on data, how to use it and how to get the most out of it for
the company and the customer to the benefit of both.
The key to
these programmes is not in the programme itself but in knowing how to use them
and knowing how to cross-reference data to obtain conclusions that affect
decision-making. Data are not useful if they are not compared and conclusions
are not drawn from them, so the secret lies in their correct interpretation in
order to draw hypotheses and conclusions.
Sales
Force is the
most widely used CRM in the world with companies such as Bayern, American
Express, Aldo... It is a multinational company that offers its customer
relationship management services so that companies can better organise their
databases and make strategic decisions based on them.
https://www.youtube.com/watch?v=tIp251KCz6k
This year
it aired its "The New Frontier" ad during the Super Bowl based on its
business model. In this advert, the aim was to show how an astronaut left the
earth to try to save the earth with the help of the company's services. He
mentions some aspects such as the metaverse explaining that while some are
looking towards this new technology, they are still relying on current data and
the ability to obtain information and solutions.
The problem
lies in the fact that the consumer after seeing the ad only once did not know
what the company was about or what it offered due to the few references to it.
Sales Force
is a platform that tries to manage customers through a CRM with data in the
cloud that can be given to all departments of the organisation creating an
ideal platform for the management of company data, however it failed to convey
this idea clearly in its Super Bowl 2020 spot, coming in 36th place in Admet.
References:
Creativa,
F. (2022b, junio 2). Campañas de Publicidad Polémicas del 2022. Factoria Creativa.
https://www.factoriacreativabarcelona.es/campanas-publicidad-polemicas-2022/
La
verdadera importancia de un CRM. (s. f.).
DataCRM. https://www.datacrm.com/blog/importancia-del-crm/
Albornoz,
A. (2021, 11 marzo). Importancia del CRM: 10 razones para implementar un CRM.
appvizer.es. https://www.appvizer.es/revista/relacion-cliente/software-crm/importancia-del-crm
Cyberclick • Marketing Digital. (2020,
11 agosto). ¿Qué es un CRM y para qué sirve? YouTube. https://www.youtube.com/watch?v=Ztr24-JBL2s
A.G.
Comentarios
From my point of view, you have summarized (in a short post) the most significant things of a CRM: What is it? What is it their main goal? A good example, Etc.
However, I don’t completely agree with you about the “failure of Salesfore”. Probably, the Saleforce Superbowl spot was not the most amazing and maybe, as you say, a lot of people didn’t understand well what the commercial wants transmit. I believe that this is because our minds are thinking in mass consumption goods (for instance, Chipotle, Nike, CocaCola…) when we see the Superbowl sponsors. However, Saleforces is not the same, it is more focus in a B2B. In my opinion it would have been a failure if only a little number of entrepreneurs and managers had raised include a SaleForce CRM in its business after watching the spot. We don't have this information, so I believe that we can`t say that it is a failure. What do you think?
But from what I think, the pretty much easier way to comunicate with other companies, B2B as you already has mentioned, is making spots that their employees can understand so that they can google about it and maby make a suggestion to their companies of implement a system in the company to help its correct development and improve the way of managing its data, objectives...
After all, I see two ways to communicate with B2Bs, through their employees or directly with them.
It is a pity not to have data on the return of this ad in terms of companies, it would help us to resolve this question.
Nevertheless, I still believe, that may be the Superbowl is not the best event to communicate this kind of service. Likely, sponsoring a business trade fair is much more profitable than a sport event, isn’t it?
Superbowl is still the event were Elisabeth II has developed his best performance as a football player.