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CRM koncept u funkciji unapređenja direktnog marketinga
Upgrading direct marketing by using the CRM concept
Sažetak
Tehnike masovnih komunikacija, toliko favorizovane proteklih decenija, i promotivni miks koji se uglavnom sastojao od sredstava kao što su oglašavanje i unapređenje prodaje, dobili su konkurenta sa izuzetnim razvojnim potencijalom - direktni marketing. Ciljni auditorijum i mediji postali su vrlo fragmentirani, zbog čega je kompanijama teško da dopru do masovnog tržišta. Direktni marketing je oblast koja podrazumeva precizno targetiranje kupaca upotrebom niza različitih tehnika uključujući baze podataka, e-marketing, direktnu poštu, telemarketing, mobilni marketing, propaganda sa direktnim odgovorom i kataloški marketing. Internet tehnologije obezbeđuju neka vrlo inovativna sredstva za adaptiranje marketing miksa prema specifičnim poslovnim problemima. Napredak interneta je omogućio nove poslovne mogućnosti i potencijalne prednosti nad konkurentima, kao sto su niži troškovi i cene, izuzetnu uslugu prema kupcima, veći izbor i kastumizaciju proizvoda. Paralelno sa razvojem računarske tehnologije, Interneta i softvera za kreiranje baza podataka, prioritet poslovne aktivnosti postaje dvosmerna komunikacija preduzeća i potrošača proizvoda ili korisnika usluga. CRM ili upravljanje odnosima sa potrošačem predstavlja relativno mlad koncept, koji se zahvaljujući promenama u menadžmentu, strategijskom poslovnom planiranju i personalizovanom servisu potrošača, sve vise razvija. Razvoj novih informacionih tehnologija utiče i na promene poslovnih transakcija od push strategije proizvoda do pull strategije kupca, odnosno na promene koje će rezultirati i promenom pozicije kupca u lancu vrednosti. Kupci, kao glavni assets preduzeća, postaju sofisticirani i sve zahtevniji pri kupovnom ponašanju. Otuda je bitno sagledati osnovne dimenzije Customer Relationship Managementa, koji mole značajno unaprediti konkurentsku poziciju preduzeća: Customer Selection (identifikacija, selekcija), Customer Acquisition (privlačenje), Customer Retention (zadržavanje), Customer Growth (rast, održavanje dugoročnih odnosa).
Abstract
Mass communication techniques and promotion mix which included advertising and sales promotion were favored in previous decades. Recently direct marketing as a new tool with high development potential has become their competitor. Target markets and media became very fragmented and thus inhibit companies' efforts to approach mass markets. Direct marketing is a tool which comprises precise targeting of customers by using a variety of different techniques like data bases, e-marketing, direct mail, telemarketing, mobile marketing, promotion with direct response and catalogues marketing. Internet technologies offer several innovative tools for adapting marketing mix to specific business problems. Improvement of the Internet created new business opportunities and potential competitive advantages, some of which are of lower costs and prices, a perfect customer service, a wider variety and a products' customization. Along with computer technology, the Internet and database software developments, a most important company activity is becoming a two way communication between the companies and their customers. Customer relationship management (CRM) is a new concept which, as a result of changes made in management, strategic business planning and personalized customer services, develops fast. Developments of new information technologies have influence on business transactions to change from product push strategy to customer pull strategy, which will, as a result, change the position of the customer in the chain value. Customers, as most important company assets, are becoming sophisticated and increasingly demanding in their purchasing behavior. In order to improve the company's competitive position it is important to analyze several aspects of Customer Relationship Management: Customer Selection, Customer Acquisition, Customer Retention and Customer Growth.
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