| Abstrakt: |
This article presents the case of AAA Mortgage, a residential mortgage brokerage that deployed the customer relationship management (CRM) software Microsoft CRM. Low interest rates created refinancing opportunities for the small operation to improve its business. It deployed Microsoft CRM as a way to link its sales and marketing promotions with customer data, working in a way that would also accelerate the company's loan closing process. The challenge was how to develop a point-of-sale tool that is customer centric. The data has to be accurate--customer data, lender data, loan terms, credit checks, financing rates and refinancing terms all have to melded into a process to produce each residential loan product. CRM is becoming the preferred method for small businesses seeking to get a handle on their customers. Small businesses considering a CRM deployment have to take a look at their customer data and how this information is used throughout their business processes. For CRM to work, a small business must have accurate customer and product information. Many of the front-end office systems that small businesses use to deal directly with customers do not have accurate information. |
