What is CRM and What is Not?

The word "relationship", which stands at the very center of CRM, is to get to know the customer more closely, develop special product and service for her, know her preferences and design campaigns that fit these preferences, use communication styles that match her preferences, anticipate her future behavior, listen to her feedback. Personalization has a very comprehensive meaning of keeping the relationship at a level of loyalty by regularly monitoring and continuously improving the actions taken specifically for individuals. Therefore, CRM is not just one of these functions, it is all of them.

If we take a look at the big picture; CRM manages customer data warehouse, conducts data analytics, designs campaigns, plans communications, makes regular measurements, manages customer experience, and of course is very close to all the technological infrastructure management required for all of these, and therefore project management. While doing all these, it focuses on increasing customer loyalty and company profitability.

When the field is so comprehensive, companies' management of CRM within their organizations also varies according to their size. For example, large banks have separate CRM teams for each of the above functions, even these separate teams are positioned under different management and they can have CRM employees with a total number of 30 or even more. In smaller, for example, Retail companies, all functions or a few of these functions are positioned under a single CRM team and they can execute all CRM functions with CRM teams of 3-4 people.

I see companies that look at CRM only as an operational communication team, companies that only look at the campaign team, or companies that only look at data analysis or simply as a Loyalty program management team, and after a certain period of time, the big picture They are getting out of the sustainable organizational structure because they missed it. For this, it is very important to determine the appropriate CRM strategy for your company from the very beginning, because you are building your entire CRM structure on this strategy.

While positioning CRM in your company, you need to evaluate the possibility of adding a versatile team that stands close to technology and digitalization, puts the customer in the focus, is 100% data-oriented and has data analytics capability, will do strategic marketing, as well as engage in loyalty and experience management.

Bonus note: We focus on customer data and relationship management due to the word "customer", but very soon, due to the technological capability of CRM data systems, there will be a need to keep all other company data in the same system and to use them in daily decision-making processes by associating the relevant ones with customer data and in this case, the likelihood of CRM becoming the owner of all company data increases, let me tell you.

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