Channel
Management CRM
Channel
Management, in Web terms, refers to your awareness of what your
various vendors are doing in reselling your product. In the online
hospitality realm, this means knowing and being able to control what
your room rates and availability for various portals and wholesale
channels such as Expedia, Hotels.com and Orbitz. So, in simple words
Channel Management CRM is the CRM and other customer services
helping the channel management.
Channel
Management CRM services are generally "one-stop-shop" for technology
and telecommunications services companies interested in outsourcing
all or part of their indirect channel activities. Channel Management
CRM services help your company increase revenue by delivering your
products and services to the marketplace through third party
organizations who become your channel partners. Channel Management
CRM services work with you to develop and implement an indirect
channel program that meets your corporate objectives. Once
established, Channel Management CRM services manage these channel
partner relationships on a continuous basis so you can concentrate
on your core business. Channel Management CRM sole focus is to
enhance your revenue, which provides you the personalized attention
you deserve and ensures commitment to a long-term partnership.
Since Channel
Management CRM has evolved from marketing concepts, it is essential
that we are able to understand marketing and how it has developed
into customer management. Marketing identifies customer needs,
fulfilling these better and faster than the competition. Originating
from a purely `Cost-Quality-Delivery Model' marketing moved to the
`Key Account Management Model', and has now evolved into a
`Customer-Driven Technology Enabled Model'. Thus, from a
product-driven market to a customer-centric one, where customer
defines what he wants and how he wants it and this is the true
beauty of Channel Management CRM.
Earlier, B2B
enterprises talked about the 360-degree view to retain the most
profitable customers. But with the changing paradigm in the business
environment along with Channel Management CRM, B2B commerce sees its
partners and suppliers as a part of the customer base, aligning
processes and delivery experiences to not only improve supply chain
effectiveness, but also overall channel management.
Channel
Management CRM has become the buzzword for any successful B2B
enterprise. To gain mileage from Channel Management CRM
implementation, B2B enterprises are expanding the scope of Channel
Management CRM, integrating with it SRM (Supplier Relationship
Management) and DRM (Dealer Relationship Management) and making it a
part of the channel process. Channel Management CRM technologies in
B2B would enable customer management, increased customer access and
more effective customer interaction integrated through customer
channels and back-office enterprise functions.
