CRM - Marketing Relationship

The most fundamental difference between traditional marketing and CRM is that there is a market share in the metric measurement of performance in traditional marketing dec. In CRM, success is measured by taking each customer one by one and looking at the customer's share (Customer Share). Traditional marketing aims to find more customers possible for products, while CRM understanding aims to find more products and/or services for existing customers.

Instead of constantly finding new customers and increasing sunday market share with it, it is the main goal of CRM to increase the amount of money that can be taken out of their pocket by taking care of what may be available and potential customers one-on-one. In a world that is changing rapidly and profit margins are melting rapidly, zero profit pressure is felt in all sectors, the approach of increasing sunday share and ensuring profitability is an extremely wrong and not so dangerous approach. Sundays sunday cost of activities to increase the market share by 2% is more than the income that an increase of 2% will bring to the company, increasing the market share means that it has done nothing but harm the company.

Another difference dec traditional marketing and CRM is that a company manages products with a traditional marketing approach. Within this framework, the performance expected from the managers increases the sales of the products. However, in a CRM-savvy company, the performance goal of marketing is to manage customers and maximize the expected value from these customers. Traditional marketing can be easily carried out in the company's non-marketing units separately from a silo. Silo logic is a structure formed by combining units that have no organic dec with each other, but each of them performs its own task. For example, the relationship between marketing and accounting dec to its highest level when marketing has high expenses or when sales makes concessions on payment issues. At other times there is no relationship between these two units dec In the traditional understanding of marketing, the process works as follows; There is a marketing director. By launching a marketing, advertising or promotional campaign, we try to deliver products or services to customers through the distribution channel used by the business. In CRM, this process works much differently. What needs to be done is to monitor the customer's shopping process very closely, to create a continuous interaction process with the customer, and to follow the purchases made by customers within the framework of different products and services. All these activities involve a high degree of integration within the company.

CRM AND ONE-TO-ONE MARKETING

The concept of one-on-one marketing put forward by Don Peppers, in other words, customer relationship management is actually not a new concept for business life. In fact, one-on-one exchange relations established When looking at the stages of marketing in economic life, especially at the initial stages of the development period, one-on-one relations with the customer are found. However, the situation faced by enterprises in the face of the increasing population with the mass production that came later and the resulting mass marketing led to the fact that the one-to-one relationships established with the customer were forgotten. But on the 20th.as many new technologies that make it more possible for individuals to communicate with each other in the middle of the century began to enter daily and economic life, the positive change that began to occur in the economy over a long period of time was also reflected in the face of marketing.

The change in customer requests, the combination of emerging marketing theories and current technologies underscores a significant change in the way businesses connect with the customer. Important factors underlying the axis of customer relationship management are changes in processes such as marketing and management approaches, one-to-one marketing and investment relationships, including lifelong customer value analysis. The following four factors are important for improving the relationship of enterprises with customers;

Meeting changing customer needs quickly,
Making marketing more effective and effective,
Performing manufactured goods and services more cheaply,
Creating your own style of business,
Businesses that adopt CRM will achieve success in this new concept by implementing one-on-one marketing based on the needs of customers. There is a need to perform many functions in customer relationship management, from time management, sales management, e-marketing to business intelligence, data sharing. All these functions will bring with them technological infrastructures that will work integrated with each other. The lesson to be drawn from all this is that the marketing management process is a human + process + technology phenomenon. Businesses dec want to achieve success in one-on-one marketing should not ignore these three basic approaches;

More products should be offered to a customer, not more customers,
A long-term and learning relationship, not a one-time one, should be developed,
Customer relationship management is a change and needs to be managed,
As can be seen, customer relationship management is a strategic business activity,
CRM is the core of marketing because it is an interactive marketing activity. This is where the true value of CRM comes out. With this counter-interactive marketing activity, it is possible to retain real and potential customers and make more presentations to them.

CRM AS A MARKETING STRATEGY

Strategies should be created starting from the customer in the customer relationship Management application. Because in order to provide personalized service to each customer, strategies should be created to deal with it individually and get maximum information. Adopting a customer-centric way of thinking and ensuring horizontal dec vertical integration between departments CRM is a must. Customer relationship Management is a process of industrial development, guided by large-slice sundays, preferential multiple choice of human needs

it is a customer-centered company strategy that determines the constraints of the competitive environment that it has become, deals with what the sunday offers, as well as how and for how much it offers, especially today it is not guided by technology, but integrated with technology and supported. In the past, companies could not focus on developing and/or managing individual relationships with customers for many reasons, and even in some cases because existing technology did not allow them to implement this idea. But today this focus is possible, as a result of new technologies and increased use of the Internet, even small or newly established companies can compete with large companies on price, quality and product characteristics. For this reason, companies can provide their competitive advantage against their competitors with better customer support and management with CRM in short. The biggest difference from other CRM marketing techniques through the initiative of sales and marketing personnel, human resources, credit control, customer service to other functional areas such as layer. The main goal here is to be able to get long-term relationships that both businesses and customers will benefit from in a strategic sense.

CRM-ORIENTED MARKETING

CRM, as the most indispensable element in centralized marketing applications, customer-based analysis, rather than product / service-oriented analysis, is seen as the only formula of profitability. Customers can direct companies in great detail through the purchases they request or make. Detailed customer data can be processed in such a way that it can be used to create marketing strategies. While the production of the information belongs to the customer for free and with absolute accuracy, the institution has also acquired an important guide for itself through the processing of this, and has obtained a marketing roadmap, each customer voluntarily leaves a lot of data for their purchases. This information, which is very useful and necessary at points such as sunday information, customer profile, segmentation analysis, is provided voluntarily by the customer. From this point of view, the firm's attitude should not be to direct the customer. It should support the existing orientation of the customer and aim to ensure customer satisfaction in this way. CRM is not about managing the customer, but managing the company in accordance with consumer trends. In this sense, the company should feel obliged to "empathize" with its customer. As the competitive conditions become more difficult, the consumer may become more and more preferable to the options that provide him with ease of shopping and transaction. The concept of "loyalty" will not be as reliable as it used to be. As the second step, the customer will turn to options that promise convenience, and he will be able to choose institutions that add value to the daily work he does, that is, the work he devotes a significant part of his life to and make him feel it

CRM AND MARKETING CAMPAIGNS

The main owner of CRM is the marketing and sales units, which must offer the right product to the right customer at the right price at the right time and through the right channel. Campaigns implemented in the retail sector show that a new customer is involved during the campaign, but as they move away from the campaign date, the number of loyal customers has reached close to their old levels. Given the negative impact of campaigns, promotional events, advertising expenses on profitability, the meaningful thing is to increase the satisfaction of the loyal customer base and strive to improve the relationship in this direction. Therefore, it is necessary to analyze the results of all marketing campaigns from the local level to the national and international level very well from all sides. The important point here is to be able to distinguish between special factors and general factors.

CRM AND "MARKET RESEARCH"

Market research is a specialty of the sunday press, which is becoming more important every day. This issue has become more important with the advent of CRM, as statistical methods, specially developed software, accuracy and reliability measurements have been developed more and more every day. An organization that can measure the behavior of existing customers with CRM with 100% accuracy can only go to sunday research companies on issues that it cannot measure itself after that. There will be two important benefits of this:

Sunday Sunday research companies will be able to find some information that cannot be obtained from CRM, the value of which will increase even more, so the level of specialization of the market research company will increase thoroughly. If the company comes to this situation, this time it will offer much more valuable information for the customer than before, and this will be able to return to the company as a higher profit margin.

• Even in companies that use CRM solutions in the most accurate way, some expertise will be required to make some measurements and to interpret these measurements statistically.

RESULT

Nowadays, when the competitive conditions are felt at the maximum level, the importance of satisfying the customers at hand with the minimum cost and preventing them from choosing competitors is gradually increasing.

The most important fact in performing these actions is to get to know our customer and be able to treat him/her specially. If the customer can be recognized in all aspects, it will be much easier to be able to make approaches according to his priorities, sensitivities and be able to do completely customer and target-oriented marketing by drawing conclusions from the necessary analyzes. CRM's contributions in terms of marketing are very large. With CRM, marketing activities are increasing to a very large extent, marketing costs are decreasing very greatly, accurate and effective pricing policies can be developed, effective and permanent advertising strategies can be created.

As a result, CRM is an organization, a strategy that every large- and small-scale enterprise should adopt and implement from before production to after sales.