Customer Relationship Management today is indispensable in ever more companies for the maintenance of customer relations, and is also being talked about by employees everywhere. What does CRM mean at Gira?
Janina Becker: As the name indicates, the customer is central to CRM. It is a question of maintaining customer relationships. In the widest sense, this includes all measures that a company and its employees take to communicate with customers, to satisfy them, and to keep them loyal to the company. In the strict sense, CRM is the maintenance, administration, and analysis of data, and the use of this data to optimally support the customer. The new CRM system is intended to effectively interlock the fields of Marketing, Sales, and Service and to provide a transparent platform for approaching, acquiring, and maintaining customers. The goal is to support customers in a target group-specific way in order to optimally utilize customer potential.
What are Gira's plans for this?
Janina Becker: Early next year we will "go live" with the CRM tool, so that we can be active in early 2018 for the next "Light+Building", a trade fair which is very important to us. Our associates should have enough time in advance to become familiar with the tool so that we can profit from the new functions at the fair - from the lead management system, for example.