What
is "CRM"?
CRM is a holistic approach to customer management. In practice this
means:
Integration of all departments that have direct customer contact
within the company - usually this is service / after sales, marketing
and sales. All contact points to customers must be considered, so
all the possibilities that the customer has to ask a question, to
start an order or to place a request or a claim. Thus, all technical
communication channels such as e-mail, phone, appointments, website
access, fax, letters, etc. must be included in the CRM approach.
In addition,
customers and prospects should be classified and treated accordingly
to their value for the company. Thus, the available resources are
optimally focused according to the customers value and potential
and at the same time the customers are best committed and cared
for.
Without software
and without a customer database CRM will not work. Nevertheless,
one should not equate CRM with software. Any company who thinks
it can solve its existing problems, such as poor customer loyalty,
by buying a CRM software, is mistaken.
There is no software that solves all problems with customers in
general, but to implement a good CRM system supports customer processes
and helps to integrate these processes in the daily work life. Good
CRM systems integrate in daily business, do not cause extra work
(e.g. data management), but provide guidance information for sales
and management and provide the basis for customer-specific marketing
actions.
CRM includes
customer processes such as:
- Contact management
- Customer histories and 360° views
- Installed base information (product information)
- Lead management
- Forecasting
- Pipeline management
- Portfolio management & customer segmentation
- Offer process
- Campaigns and event management
- Service management
- Ticketing, claims, help desk management
- etc.
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Krav Maga (Hebrew "contact combat") is
a highly effective self-defense and close combat system, which relies
on instinctive movements, practical techniques and realistic training
scenarios . Krav Maga means fight for survival against one or more
possibly armed attackers in any distance. Because of the unusual
training methods Krav Maga gives the trainees an additional intensive
fitness training.
Krav
Maga combines techniques from the areas of boxing, kickboxing, knife
fighting, stick fighting, ground fighting, aikido, karate, judo,
Jiu-Jitsu as well as some other systems (MMA, etc.).
Krav Maga was
developed by Imi Lichtenfeld after the second World War for the
Israeli army and is now one of the most recognized and most effective
self defense systems of the world. Krav Maga training is part of
the Israeli security forces, the military, the Mossad and the police.
The system was developed to cope with the highest level of violent
situations under mental pressure at a very short time.
Krav Maga for
military purpose was, of course, modified in essential parts for
the civilian sector. This adaptation to the needs of today led to
the Krav Maga as we know it - highly efficient and extremely practical.
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