The control capacity exercised over customers is well known, it goes through persuasion (attachment to the brand, channel atmosphere, commitment, climate of trust), through coercion (dependence, locking, exit barrier) or by the organization (pyramid marketing, networks influence, opinion leader). Its result is simply customer loyalty, and better further development of this client. To this capacity of control, adds the second dimension of customer strategies: the ability to discriminate, to differentiate, and to adapt to each client. This dimension has so far been little used to justify an approach in terms of customer management. It is essential, however, especially when the action variable is the price. It has long been known that ability to discriminate customers by price is a source of considerable profit. In this process the free crm software comes perfect.
The Learning Options for you
The hypothesis of learning appears in different works. Choteau and Li 12the formula in terms of knowledge management capacity, their empirical model shows that it is this factor that dominates, mediating also the effect of the availability of technologies. It is implicitly at the heart of Slater’s proposals that a more Great marketing intelligence helps to generate greater value to the customer. To understand the impact of CRM on learning, it can be helpful to use the model of Huber 14 which distinguishes 4 phases: the acquisition of knowledge or invention, retention or memory, interpretation or use, transmission. The options for email management comes essential there.
- The nature of these stages is closely related to that of knowledge. Modifiable or no, explicit or implicit. But what we have to remember is that CRM tends to formalize what is not and may also want what he cannot.
- To better appreciate the impact, it is necessary to distinguish the impact local level (that of the usual interaction with the customers, that is to say what usually refers to the front office) of the impact at a global level, that is to say actors from the headquarters.
Indeed learning can be conceived as developing autonomously at each level of the organization but also in the interaction of these levels. The faculty information management also comes perfect there.
We can expect more regular behavior, but less innovation capacity. The standardization of the info can be accompanied by a standardization of behaviors. The local level also sees its relative role acknowledge provider will shrink as direct channels affect the global level. On the other hand, the mobilization of this information is facilitated, in this far as this information is relevant productivity should be increased. Increased operational efficiency but reduced learning is likely consequences of the implementation of the tools, to the extent that they would be perfectly well adopted, without much resistance by local actors. At the global level the abundance of information gives back some power and tendencies favor distance actions, tighter steering. The scales of operation become larger as well as their variety. There is a risk of congestion informational.