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Licencia Creative Commons (BY-NC-ND) Comprender el uso de las TIC en el contexto contable, incluyendo la automatización de tareas, la gestión de datos financieros y la generación de informes, con el fin de mejorar la eficiencia y la calidad en la gestión de los proceso administrativos de una empresa.
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Licencia Creative Commons (BY-NC-ND) Comprender el uso de las TIC en el contexto contable, incluyendo la automatización de tareas, la gestión de datos financieros y la generación de informes, con el fin de mejorar la eficiencia y la calidad en la gestión de los proceso administrativos de una empresa.
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CRM, or Customer Relationship Management, is crucial in today's business world. It focuses on understanding and satisfying customer needs, using software solutions and technologies. In the customer experience economy, companies compete on offering the best consumer experience. Data shows that consumer experience is as important as the product, and investing in customer loyalty reduces costs. CRM strategies include a central customer database, marketing automation, sales tracking, advanced customer service channels, and data analysis. A well-implemented CRM system increases revenue and differentiation. CRM history dates back to the 1980s, and the real revolution came with cloud-based CRM platforms in the 1990s. The digital age has changed consumer behavior, and CRM has evolved to meet new demands. The future of CRM includes ultra-personalized real-time experiences, integration of online and offline channels, a customer-focused company, and treating customers as individuals. Companies th The concept of CRM or Customer Relationship Management has become indispensable in today's business world. It is a business philosophy entirely focused on understanding and satisfying customer needs. It also encompasses a series of software solutions and technologies designed to support this approach. Why is CRM so important today? It's very simple, because we live in the customer experience economy. Companies no longer just compete on product quality or pricing. Now the battle is to offer the best possible consumer experience. And that is precisely the core of the CRM approach. Let's look at some important data on this trend. A Microsoft study showed that 64% of consumers say that the experience a company offers them is just as important as their product. 86% of buyers are willing to pay more for a better experience. Unsatisfied customers are 20% more likely to abandon a brand. Investing in customer loyalty reduces marketing costs by up to 30%. As we can see, focusing on the consumer experience is not just a noble strategy, it is essential for the survival and growth of any business. This is where CRM strategies come in. Let's explore some key aspects of what CRM encompasses. Central customer database with all their relevant information, contact details, purchase history, preferences, etc. Marketing automation for tailored and relevant campaigns for each customer. Detailed tracking of sales opportunities from initial contact to closing. Advanced customer service channels with case tracking and continuous optimization. Reporting and data analysis generation to obtain business insights for improvement. In short, a well-implemented CRM system makes it possible to coordinate all touch points with current and potential customers to deliver exactly what they need, when and how they need it. This translates into higher revenue, lower operating costs, and differentiation from the competition. In fact, just a 5% increase in customer retention can mean a 20 to 100% boost in profits. That's how powerful the CRM approach is. Brief CRM history. Although the CRM concept is indispensable today, it hasn't always been that way. Its beginnings date back to the 1980s with the emergence of the first databases to record basic customer information. Already by the 1990s, the term CRM became popular with the development of software focused on sales, marketing, and customer support. During this time its adoption was limited to large companies. The real revolution came in 1999 when Mark Fenioff founded Salesforce, a cloud-based CRM platform. This enabled any company to access powerful CRM functionalities by paying only for what they use without major investment. The new millennium brought with it the digital age, which meant a radical change in consumer behavior. Today, customers are hyper-connected, have unlimited access to information, and expect tailored experiences. The evolution of CRM has equipped companies with the tools to meet these new demands and stand out amidst so much competitive noise. Not only that, the CRM approach has become an integral part of the culture and strategy in leading companies. CRM Trends We've had a preview of the power of the CRM approach to revolutionize the customer experience. But this is just the beginning. Let's look at some mega-trends that will define the future of CRM. Ultra-personalized real-time experiences, harnessing artificial intelligence techniques, Brands will be able to instantly create personalized interactions for each specific customer. Integration of online and offline channels, smartphones, mobile apps, social networks, and brick-and-mortar stores will share data to deliver perfect omni-channel experiences. The company as a platform, the entire organization and all its systems will be 100% focused on enhancing the customer experience. Focus on customers as people, no more cold demographics and segmentation. Brands will treat each customer as an individual with a name, personality, and emotions. In short, these trends point to a future where the user reigns supremely. Companies that manage to intimately and emotionally connect with new generations of customers will lead the future. And CRM will be that strategic lever to catapult brands into this new golden age focused purely on people. We hope this overview on CRM has been useful. Until next time.
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