Home > Vendas > O que é CRM ou Customer Relationship Management

O que é CRM ou Customer Relationship Management

O que é CRM ou Customer Relationship Management? Trata-se de Gestão do Relacionamento com clientes, para criar, manter, desenvolver e recuperar clientes.

Um dos termos mais utilizados ultimamente no setor de marketing e vendas sem dúvidas é o CRM, sigla em inglês para Customer Relationship Management. O método, que pode ser traduzido como Gestão do Relacionamento com o Cliente, envolve uma abordagem que posiciona o cliente no centro dos processos de negócio, com o objetivo de perceber e antecipar suas necessidades para melhor atendê-lo.

Mas e na prática, o que significa CRM? Simplificando, o CRM, em sua essência, é uma estratégia de negócio focada no cliente e um sistema que vai ajudar a empresa a gerir a história de relacionamento com o cliente. Ou seja, as ações da empresa ficam voltadas para as necessidades dos clientes, ao invés dos próprios produtos. Ele engloba as áreas de marketing, vendas e serviços de atendimento.

Neste artigo, vamos mostrar como O CRM pode servir:

  • para o vendedor conhecer com mais profundidade um cliente em específico,
  • para a empresa identificar padrões recorrentes e adotar novas ações estratégicas para grupos de clientes.

Como criar um CRM simples?

As estratégias do CRM são aplicadas por meio do uso de um software com banco de dados, que acumula informações relacionadas ao comportamento de consumo do cliente, indicando dados como local, horário, frequência, valor médio despendido. Além disso, ele também pode coletar vários dados pessoais, como sexo, faixa etária, renda média mensal, entre outros.

A partir da análise dessas informações, é possível ter informações sobre um cliente específico, ou cruzar os dados obtidos e criar um perfil de consumo por grupos de clientes de acordo com seus hábitos e frequência.

Como um sistema de informações, o CRM pode ser um aplicativo ou software, ou uma reunião de sistemas e departamentos, no caso de grandes empresas. Para empresas pequenas e médias, uma simples planilha do Excel pode valer como CRM, que o gestor comercial ou o vendedor pode criar e alimentar os dados. O importante é listar a história do seu cliente na empresa, com informações como:

  • A origem do cliente: foi indicação de outra pessoa? foi um cliente que veio até nós? onde o prospectamos?
  • Dados cadastrais: nome, endereço, e-mail, telefone, sexo, idade, estado civil, renda etc.
  • Histórico de compras: o que o cliente já comprou? com que frequência e volume?
  • Observações das negociações: como está a negociação? o que o cliente disse? qual a próxima visita ou passo a ser dado?

Recomendamos que pelo menos três grupos de clientes sejam diferenciados no CRM:

  • Clientes ativos: aqueles que compraram recentemente de nós e que tendem a comprar de novo;
  • Clientes inativos: clientes com quem nossa empresa teve problemas de relacionamento, ou que não compram de nós há muito tempo;
  • Novos prospectos: clientes que ainda não negociaram conosco, mas que estão na lista para serem contatados.

Esta é uma forma de controlar um CRM. Outras formas envolvem a integração de outros sistemas (telemarketing, logística etc.),  conforme abordaremos a seguir, de modo que uma área da empresa some informações com outra e isso possa gerar relatórios automáticos, sem a necessidade de inserções manuais de dados.

O importante é ter filtros e transformar esses dados em informações, úteis para tomadas de decisão e para orientar a frequência e o conteúdo de nossas visitas aos clientes.

Interação x conhecimento

O CRM pode ser dividido em dois blocos: o sistema de interação e o sistema de conhecimento.

Entre os sistemas de interação, estão ações como a automatização dos canais de atendimento (Call Center), sistemas de frente de caixa (PDVs) e o sistema de Força de Vendas (SFA – Sales Force Automation), aqueles usados pela equipe comercial, para acessar os produtos, registrar as vendas, agendar a entrega etc.

Já os sistemas de aquisição do conhecimento são aqueles utilizados para analisar os dados que foram coletados pelo Call Center, pelo frente de caixa e pela Força de Vendas. São os dados de transações, vendas realizadas e de relacionamento, como um atendimento feito através do SAC. Esses dados são processados e apresentados no formato de relatórios e gráficos para a tomada de decisões (como, por exemplo, para saber qual dia e horário é melhor para visitar o cliente, que produtos oferecer a ele, o que dizer na abordagem etc.).

A empresa pode adotar o CRM para segmentar clientes, planejar campanhas e se atualizar sobre os processos de vendas e relacionamento. Quando são analisados os dados de atendimento, a empresa tem acesso ao histórico de cada cliente. Ela saberá quais casos estão em andamento e quais foram finalizados, quem fez o último atendimento, se os clientes estão satisfeitos com os produtos e como está a eficiência da equipe de suporte.

Ao aplicar o CRM para potencializar vendas, é possível analisar a abrangência dos produtos nas áreas de atuação da empresa, fazer um gerenciamento territorial, monitorar as melhores oportunidades, aprimorar as etapas de vendas e identificar vendas combinadas.

CRM na prática

Há um grande desafio em conseguir fazer a integração entre os sistemas de CRM e os sistemas atuais de uma empresa, agrupando todas as informações obtidas nos diversos canais de vendas em uma base de dados única. E, além disso, deixar disponível para todos os departamentos da empresa, lembrando sempre que o foco é o cliente.

Ao adotar a estratégia de CRM para acompanhar clientes e orientar as ações comerciais estratégicas, a empresa interage com todos os clientes, conhece os seus hábitos, e assim pode criar eventos, promoções e campanhas direcionadas, tornando o atendimento mais personalizado e garantindo a fidelização do cliente.

Com o CRM, uma empresa consegue identificar clientes potencias e estabelecer um estreitamento no relacionamento. Isso possibilita que eles passem a ser clientes efetivos. No entanto, para isso é preciso ter uma visão única do cliente com seus dados históricos, contatos e transações. O CRM mantém seus clientes, aumenta seu faturamento, cria novos clientes e torna sua empresa referência no mercado.

A ferramenta é primordial para quem quer se manter ativo no mercado nos próximos anos, já que a gestão de relacionamento com o cliente assumiu um sentido mais amplo. Agora, o foco é em um processo geral de construir e manter relacionamentos lucrativos com o cliente, proporcionando a ele valor superior e satisfação.

O CRM lida com todos os aspectos de adquirir, manter, recuperar e desenvolver clientes. Portanto, o objetivo de uma estratégia de CRM é conhecer profundamente os seus clientes, para, a partir de então, construir uma relação que conduza à sua fidelização.

 

Lembre sempre que o relacionamento com os clientes precisa fazer parte da cultura da empresa. Precisa ser praticado por todos que integram a empresa, independente de cargo ou função.

Já se sabe muito bem que a melhor forma de divulgação é a chamada propaganda “boca-a-boca” (ou indicações), quando um usuário satisfeito comenta com outros sobre sua boa experiência. Quando alguém procura uma empresa por indicação as chances de realização de negócios são muito maiores, além de que o custo para captação do “cliente indicado” é infinitamente menor do que pelos métodos convencionais.

Use o CRM para mostrar ao cliente que você se lembra dele, que você se preocupa com ele. Use o CRM para encantar seu cliente.

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O Negócios & Carreiras é uma revista eletrônica com conteúdo de qualidade e atualizado, para desenvolvimento de pessoas e empresas.

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