Although they have implemented IT solutions for customer relationship management, more than 50% of the Romanian companies, with over 100 clients, do not use the management features of requests, offers and orders from their customers effectively.
This is the conclusion of a recent study, made by Advantage Software Factory, among approximately 100 key companies of the Financial and Banking, Real Estate, IT and Telecommunications and Consulting Services. However, over 90% of the companies keep complete information about customers, including interactions with them, in such applications.
The same study reveals that the least used CRM functionality is the approval flow for offers deviation. Only 9% of the surveyed companies use a transparent approval flow of the customized offers. It seems that for the rest of the companies, offers to certain customers are made almost secretly, based on discussions, most of them informal, between the sales representatives and the director of sales. The immediate disadvantage of this practice and of not using this feature is the impossibility to create knowhow about non-typical or personalized offers, at department level, thus keeping this experience only to managers or senior vendors’ level. Basically, it obstructs the possibility of standardization of the process for personalized or sensitive offers.
The module dedicated to marketing campaign management is used by 20% of the companies; it is an essential component for marketing departments, which offers the possibility to administrate a campaign and decide on targeted customers. The first conclusion to the absence of a marketing campaign management is an unproductive marketing campaign, in which almost all clients receive the same promotion, although only 10% of them could be interested in it.