Consumer relationship system

Consumer relationship systems (CRS) are specialized customer relationship management (CRM) software applications used to handle consumer products and services company's dealings with consumers and customers.[1] Consumer affairs and customer relations contact centers within these organizations, that are typically consumer packaged goods (CPG) companies providing consumers with packaged items, such as foods and beverages, household consumable products and durable goods, as well as travel services, e.g., passenger airlines and cruise ship lines.

The companies' trained contact center representatives handle in-bound contacts from anonymous consumers and customers, replying to inquiries and fulfilling responses. Representatives capture consumer contact information, issues, and verbatim feedback which is stored in the CRM and made available to company stakeholders such as marketing, product management and development, legal, public relations, etc., for input to product and service improvements. The CRS workflow processing and reporting enable issuing of early warning alerts to product problems in the marketplace (e.g., product recalls) and capture of current consumer sentiment ('voice of the customer'). The system has been used to effectively create best-practice actionable voice of the customer (VOC) processes (See ICMI's Customer Management Insight Magazine, September 2007, pp 44–50.)[1]

The first such CRS was developed in the 1980s. In 1981 Michael Wilke and Robert Thornton founded Wilke/Thornton, Inc. in Columbus, Ohio, to develop new software application systems.[2] By 1983 Wilke/Thornton was creating and implementing a specialized CRM application system for inbound consumer contact call centers of CPG companies, including Kimberly-Clark, Quaker Oats, and Yokohama Tire [3]. This consumer/customer contact management system was designed to capture and record consumer response (inquiries, reactions, and related issues, such as how-to-use and where-to-buy items) to packaged products and services.

The CRS established a niche category and, because Wilke/Thornton was the earliest developer, become the system became the de facto standard for the consumer packaged goods industry niche. Now hundreds of consumer packaged goods companies with global consumer response handling operations now use consumer relationship systems (Consumer Relationship CRM).[2] Some 10,000 contact center representatives use these systems daily worldwide. The CRS facilitate the processing of workflow by the representatives who receive the calls, letters, email, and online chat messages from consumers in many locations, across time zones, communicating in many languages, having different postal address formats, and a vast multitude of different product items and issues. These representatives assign item, issue, status and action codes to contacts and carryout the appropriate replies and fulfillment actions.

While the goal of these consumer response handling operations is to increase customer satisfaction, loyalty, and retention, the consumer relationship systems also collect consumer response for early detection of local market product problems and of consumer preference trends to provide detailed response data, including verbatim transcripts, for analysis and insight development reported internally to support product and service improvements. Many of the consumer contact center managers who use the CRS are members of the Society of Consumer Affairs Professionals International, a global organization that supports the aims and purposes of these customer care professionals. [4]

Current consumer relationship systems integrate with telephone and call recording systems, with corporate enterprise systems for input and reporting. Consumer response flows from consumer products companies’ branded Web sites directly into the response systems. These systems are popular because they can deliver the ‘voice of the consumer’ that contributes to product quality improvement and corporate success. (See ICMI's Customer Management Insight, December, 2007, pp. 45–50.)[5] The CRS area available by traditional perpetual license and by online subscription service. In recent years Consumer Relationship CRM vendors, like Wilke/Thornton mentioned above, have begun adopting the software-as-a-service business delivery model (SaaS)SaaS which benefits users by reducing up-front capital costs and by being scalable to meet user needs. With the on-demand Web-based CRS subscription service, subscribers pay only for their usage of the system, like traditional utility services.

See also

References


Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Relationship marketing — is a form of marketing developed from direct response marketing campaigns conducted in the 1970 s and 1980 s which emphasizes customer retention and satisfaction, rather than a dominant focus on point of sale transactions. Relationship marketing… …   Wikipedia

  • Consumer Credit Act 1974 — United Kingdom Parliament Long title An Act to establish for the protection of consumers a new system, administered by the Director General of Fair Trading, of licensing and other control of traders concerned with the provision of credit, or the …   Wikipedia

  • CONSUMER PROTECTION — is a new area of law; hence, the term does not appear in classical sources of Jewish law. The meaning of the concept is implied in the term itself: our generation is one of abundance, with great demands, numerous consumers, and extensive… …   Encyclopedia of Judaism

  • Consumer behaviour — Psychology …   Wikipedia

  • Customer relationship management — (CRM) is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes principally sales activities, but… …   Wikipedia

  • Dodd–Frank Wall Street Reform and Consumer Protection Act — Full title An Act to promote the financial stability of the United States by improving accountability and transparency in the financial system, to end too big to fail , to protect the American taxpayer by ending bailouts, to protect consumers… …   Wikipedia

  • Federal Reserve System — FRB and FED redirect here. For other uses, see FRB (disambiguation) and FED (disambiguation). Federal Reserve System …   Wikipedia

  • Disney Consumer Products — Création 1949 Personnages clés Kay Kamen …   Wikipédia en Français

  • Fuzzy control system — Fuzzy control and Fuzzy Control redirect here. For the rock band, see Fuzzy Control (band). A fuzzy control system is a control system based on fuzzy logic a mathematical system that analyzes analog input values in terms of logical variables that …   Wikipedia

  • Occupancy-abundance relationship — In macroecology, the occupancy abundance (O A) relationship is the relationship between the abundance of species and the size of their ranges within a region. This relationship is perhaps one of the most well documented relationships in… …   Wikipedia


Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”

We are using cookies for the best presentation of our site. Continuing to use this site, you agree with this.