Crm (1)

Is the Customer Relationship Management (CRM) important for a Superannuation Company in South America? The concept of Private Superannuation Companies in South America was first introduced around 20 years ago, it first started in Chile and gradually it has been spreading out through other countries such as Argentina, Colombia, Uruguay, Peru, Ecuador, Bolivia and Venezuela. Since their very beginning Superannuation Companies have been challenge to point out their responsibility and commitment to their customers, due the enormous grade of uncertainty towards the future of these new Companies and its policies to manage future pensioner’s capital compare with the previous system manage by the Government of each country. After all these years South American Superannuation Companies have develop innumerable types of strategies, dissemination campaigns, computer programs, etc to demonstrate how well they were managing the superannuation business, but it was never good enough to their customers whom always complained about their service. At the beginning the competence was focus in the number of customers in each Company rather than focus upon the customer itself. After years of failed attempts to be leader in the market without have a clear idea about their customers, they began coping with CRM softwares in order to guaranty long term business relationships with them. Customers are the reason of any sort of company, without them none could run a business. Especially in Services companies, such as Superannuation Companies which do not have a physical product to sale and their existence and their growth depend on how loyal and faithful are their customers. In the case of a Superannuation Company in South America customers are affiliates and the product sold is the affiliate’s future, due to the entity is the in charged of manage economic source to guarantee a monthly income in the customer’s retirement. Thus, the Superannuation Companies owe a important responsibility to their affiliates. During the last few years these companies have been implementing different sort of CRM softwares to improve their relationship with their customers. For this reason, in this assignment I will highlight how important is CRM for any kind of company and base in my own experience how CRM supports Superannuation companies. First of all it is important to have some knowledge about customers and what they

expect from a company and them how CRM can enhances customer satisfaction and loyalty. According to Pattie (2008, p. 8) “ To be successful, an organization must identify fist customers and then learn as much about them as possible- including their age, gender, income level, life style, and occupation” . And then conclude “External customers are the customers whose needs we traditionally think of serving, because these customers are the persons or organizations that purchase and use a company’s products and services”. Therefore, it is essential in today’s Organisations to count with enough tools to increase its customer base and customer retention providing total costumer satisfaction. Customer relationship management (CRM) offers to a company a wide range of possibilities to personalize services, provide choices to customers support, and track customer satisfaction. CRM purpose (Pattie, 2008) goes further than technology; it involves a change in philosophy and attitude. Nowadays, most Superannuation Companies are aware about the importance of having a classify information about their customer, and the crucial point to solve on time all customer’s complaints, suggestions and queries. CRM has been divided between three main branches (Buttle, 2004): Strategic, operational and analytical. • Strategic CRM focuses on the development of a customer-centric business culture. Approximate The fundamental objectivo of CRM software according to Roland, Reference

Pattie, Gibson-Odgers (2008). The world of customer Service (2nd Ed.): Mason, Ohio. Francis Buttle (2004). Customer Relationship Management. Concepts and tools. (First Ed.): Jordan Hill, Oxford. Roland, R., Katherine, L. and Das, N. (2005). Customer Equity Management. Upper Saddle River: New Jersey. Pages?????