Traders have always tried to enhance the wealth represented by their customers. The market was large with a strong demand, and it was enough to offer a good product to be sold easily. Today, competition and supply are such that the buyer moves from one provider to another, because they are forced to focus on improving their products and their internal operations, the companies have ended up losing sight of the essential component of their business and their customers.
We are witnessing a decade to the backlash. It has become vital for companies to turn effectively to their customers to build loyalty by placing them in the center of their concerns, listening to them and providing them with products and services that they are seeking. As a result, the \"Customer Relationship Management (CRM)\" was born. Companies that have implemented this system have gained a significant competitive advantage.
Any company that wants to compete must implement a CRM strategy. Why do we choose this theme of research to study the practical and theoretical basis of a CRM strategy? What is the importance of implementing a CRM strategy within a business, especially in Algeria Societe Generale (SGA)?
Having defined our theme and asked the main question, we have to define our assumptions, which are: Does Societe Generale Algeria apply a formal CRM strategy? If so, is it effective? If not, what means does it use to modernize and make more effective its marketing to build customer loyalty?
To address these concerns we have adopted the following approach: We describe in the first part, what is the CRM, its appearance, its implementation and tools. Then in the second part, we will focus on its application in a bank, in this case, the Societe Generale Algeria (SGA).
Thus, the first chapter of Part One will focus on the evolution of customer relations and the emergence of the concept CRM, the concepts around which it's articulate and channels of communication used. The second chapter of the first part will deal with the objectives of CRM process and its implementation.
In the second part, the first chapter will focus on the presentation of the Societe Generale and its subsidiary as well as the Algerian office's El Biar, in our study. The second chapter of Part II is intended to be, first, a critical objective of the strategy and customer relations of the AMS, and secondly, a study of the impact of this relationship on satisfaction customers.
The aim of our study is to address our problems by searching within the agencies of Societe Generale Algeria El Biar and Cheraga and through a questionnaire to customers.
Numerous surveys show that the key to success is to give priority to customer needs, to provide products or services that meet their needs and manage the customer relationship, so to satisfy him and ensure that \'he repeated purchases.
Yet in the past, too many companies felt that the excellence of their products or services sufficient to bring back the customer.
The myth of the modern mousetrap has been shattered. The client is now showing more and more bold and dynamic and it requires, in addition to excellence, a response to its requests. The only way to meet this expectation lies in the Consumer Relationship Management.
What is it? Why does it raise the public interest? Intermediaries and through what does it pass to reach the customers?
Tags: CRM; meaning and origin of CRM; CRM in Societe Generale Algeria
[...] In phase the goal becomes loyalty; she practices limited differentiation. In Phase it reserves a special service to the "crown jewels" and seeks to share with them the benefits. How she manages, at this stage, to ensure that further differentiation and strategic partnership? It relies for this on the principles of effective management accounts, which include: • Revitalize, modify, and systematically apply a uniform management process on all clients with high growth potential, those to whom the vendor's products or services deserve to be dominant if not exclusive. [...]
[...] One could argue that scoring is one of the first steps of direct marketing to customer knowledge. One of the primary reasons for the scoring was definitely looking for economy of a campaign by return ratios. For failing better informed files, scoring provides more reliable data extractions by operating principle of deduction datamining Data mining is primarily a tool for the decision. Datamining takes into account as much data, if not all, for each client. It is true that the increasing power of computers allows opportunities for cross quantities that create subgroups (or segments), constituting role models. [...]
[...] Priority and turnouts can be activated depending on the number of attempts taken of failed contact, the file number already opened or simply the type of customer (marketing segment, revenues generated . A referral process and will try to link the level of reactivity based on customer value or potential discontent The pro-activity in customer relations It is important to have a global view of the customer. In addition to identifying the contact (title, name, home address), this screen mentions in contract information (the type of services and contract . [...]
[...] ¬ The means of communication: The main communication channel used is face to face. However, the phone is used to convey certain information to the customer such as the arrival of the transfer order for employees domiciled, check cashing. By cons, account balances, for reasons of confidentiality, are never transmitted by telephone. Service business customers The staff of this service consists of four agents who deal with commercial clients. ¬ Services offered: • Opening of trading accounts, managing credit files; • Reception and pre mounting credit requests for records • Pre analysis of credit applications; • The decision to grant or not a credit is notified by the Risk Department. [...]
[...] ) • Signature Authentication for Algerian who retire at Societe Generale France; • Express card for withdrawals from ATMs; • customer complaints management. Records of the treatment is carried their levels except for auto loans whose processing is done at the back office. ¬ The means of communication: • The face to face; • The phone, to convey certain information such as formalities to open an account or documents required for a car loan. However, for reasons of confidentiality, they can not transmit information such as account status or transactions; • The Internet, consultation through the accounts, order check books, bank transfer to the national territory; • The intranet to communicate with other services; Foreign Service The service consists of eight agents who deal with foreign trade operations. [...]
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