Negar Hak, a new window to the prepress industry
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Company: Industrial st. / SeromDaro Road / Tabriz / Iran
Tehran Office: unit 22 / Armita Building / Ayatollah Kashani Boulevard / Tehran / Iran





What is the association between customer relationship management with other units of a company?
Different ways for companies to succeed in the past, present, and the future

Long ago, companies in order to be successful, they commonly used to use following steps:
Increasing benefits by increasing prices
Making obstacles for rivals
Increasing immobile assets
Attracting governmental facilities
Increasing stock
In the recent decades, companies mostly used following ways to be successful:
Managing the market
Attracting foreign investors
Uniting with rivals
Increasing efficiency and productivity
Optimizing stock
Either now or the future, companies in order to be successful, should take customers as their first
priority and see their customers as a solution. Therefore, here are some predictable solutions:
Ability to attract customers
Increasing customer value
Long communication with customers
Increasing the number of customers
Therefore, by considering the customers as the first priority, all the members of the company and all the staff will work together and will be eager to communicate with the customers based on scientific and proved principles.
Therefore, training the staff in “customer relationship management” tutorial course is essential and inevitable. Even more essential for those staff who have direct contact and communication with the customers.

attitude introduction:

attitude includes values, standards, judges, motivators, ethics and beliefs
some of us believe that having “knowledge” and “skill” is everything, or, is more important than everything. But in fact, in our single or social life, and just like a huge iceberg, knowledge and skill only cover 10 present of our capabilities, and the remaining 90 present is all about “attitude”.
Our life is a reflection of our attitude.
What defines us is our attitude, not our skills and talents.
a creative attitude, is the power engine of our growth.
With a positive attitude, either we will find a way, or will create a way.
It has been said, there was an alone old lady who had a farm, and she had to do farming to make her living. The old lady had a son who was in prison. The planting season come, and the old lady is not able to do the planting. So, she writes a letter to his prisoned son and ask him to come back and help her. In the prison, the son writes back a letter to his mother which says: dear mother, do not ever plow the field, because I have hidden a weapon under the ground. Once the guards of the prison read the letter, go after this field and dig out every inch of it, but they cannot find any weapon there. The son writes his mother another letter which says: dear mother, your field is now ready to plant!
Therefore, the biggest step in life is changing the attitude.
Right attitude, will bring right measures.
Positive attitude, brings the felling of success, and the possibility of the success will be absolute.
Those who bare limitations, are successful ones.
So, pessimistic people are less likely to be successful, and will transmit this pessimism to others. Therefore, they are more likely to transmit this attitude to their colleagues and more importantly to customers.
Imam Hussain (the 3rd imam of Shias) said:
The most devastating collapse of a human is when the lord gives him power and wealth, but deprive him of thanking his lord.
This positive attitude of Imam Hussain made him in the worst condition of Karbala says that “I see nothing but beauty”.

Definition of CRM (customer relationship management):

CRM, is all the steps taken to make, develop, and hold a communication between a customer and a company.
New customer characteristics:
Seeking efficiency and get a quick response
They expect you to be loyal, not them
They expect you to adopt yourself to them
They have insatiable expectations
Some of the customer expectations from those who communicate with them:
Positive attitude and high EI (emotional intelligence)

What is Emotional Quotient?
What is Intelligence quotient?
What is moral inelegance?
IQ is not adventurous, but EQ is.
Those who have higher IQ, are the once who are more logic and more reasonable. But, those who have higher EQ, are better controlling power and emotions.
Those who have higher “MI”, are honest, compassionate, responsible, and more generous.
What are the key factors in the customer relationship management(CRM)?
In general, people with higher “IQ”, but lower “EQ”, mostly are weak, infamous, vain, and with low public communication. On the other hand, people with lower “IQ”, but higher “EQ”, are mostly happy, successful, famous, and cherished.
Ability of transmitting concepts and making an effective communication
A complete knowledge is driven from company, rivals, and industry
Honest and trustee
Self confidence
Warm, and friendly
Professional behavior
Quick, with high efficiency
Organized dressing
Eager to solving problems friendly
Inelegant, creative, and forethoughtful
Job and organization jealousy
On time and in order
Following up, but not persistent
Not giving stress to others
Definition of Marketing:

Marketing is a couple of organized and scheduled tasks to communicate and transmit information and suggestions to customers.

Difference between classic marketing and marketing based on long term communication:
Theaverage opinion of a group of customers is important
concept of a customer is blurred
standard product
vast production (for each group of customers)
interventional communication
unilateral message
market’s portion
attracting customer
marketing based on long term communication:
opinion of each customer is important
a clear concept of customer
exclusive product for each customer
custom-made production
exclusive communicating and notifying each customer
communicating with permission of customer
mutual message and dialog
number of customers
keeping customer
entrepreneurship, and its relationship with the CRM:
creativity, invention, and entrepreneurship
the output of the creativity is a new idea
the output of invention is to make a sample of the new idea
the output of the innovation is to produce and sell the new invention
the output of the entrepreneurship is to sell the new production
CRM, is the first and most obvious feature of an entrepreneurship
Reasons why CRM is important:

The valuable treasure of a company and organization, is its customers.
The cost of attracting a new customer is between 5to11 times more than keeping and old one.
A satisfied customer explains his opinions to 4to5 people, but conveys to 11to13 people.
In order to increase the number of customers only for 2%, you must pay 10% more attention and care.
Losing only one customer means losing a hundred others.
Customer satisfaction is the first condition of the next successes.
Customer satisfaction is the first management priority for the next goals.
The most valuable asset for any organization is its customers.
Permanent and loyal customer, is the grantor of the existing of a company.
98% of unhappy customers leave you to other employers, even without any complain.
Companies who care for CRM, have 3 times more customers.
Researches show that, 62% of broken companies do not consider the customer satisfaction as a first priority.
Goals of CRM:

The main goal of the CRM is to enable companies to provide more and better services for customers, and try to keep the communication, so both company and customers benefit from it.
Types of customers and how to deal with them properly:
Customers based of their satisfaction
Customers based on their behavior
Customers based on their importance
Customers based on their satisfaction:
Unhappy customer:
You have not been able to satisfy them yet. Other rivals are giving better services than you, and if you do not take them back, they will you and report it to at least 20 other people.
Angry customers:
Even if one percent you it is your fault, immediately take the responsibility and apologize. Your words must be polite and friendly. Actively listen, and try to calm them down, and move on to solve the problem immediately.
Satisfied customer:
Satisfied customers are almost with us, but not loyal yet.
Happy customer:
His loyalty is more than the satisfied customer. He has no issues with you, and is satisfied. We must try to turn him into a loyal customer, or he will the unhappy one.
Loyal customer:
The most valuable customers
Fan, advocate, and supportive
By insisting, they pull others toward you
They pay from themselves to make you famous
Customers based on their behavior:
Talkative customer:
Never consider them as an obtrusive. Do not get angry. By listening to them try to satisfy their demands.
Angry customer:
Hazy customer:
These kind of customers try to show that they have no time, and they are tied up. So, in this situation, try to cope with them and try not to be controversial.
Patient customer:
Vain customer:
These customers try to show that they are better than you, or even know more than you. So, try not to humiliate or insult them.
Less talkative customer:
Typical customer:
Features of staff managing customers:
They are friendly
Listening carefully to the customers and eagerly responding them
Always take customer’s side
Well dressed and good talking
Put themselves in customer’s position and condition
Mostly they think of giving services than having personal benefits
Behaving customers as their own guest
Their behavior is like, customers are their first priority
Golden principles of CRM:
1. While employing, only people who have the features of managing communication with customers must be chosen.
Staff should have an acceptable perception and understanding towards the customer’s needs. Employing people who are pessimistic towards customers and are introverted, is not a reasonable. Such people cannot manage their communication in a direct contact with customers.
These days, staff who are (directly or indirectly) in contact with customers, must be trained and prepared in case of facing any type of customer. And also their behavior with customers must be checked and controlled constantly.
2. Customer is the reason of being, and satisfaction of the customer is the reason of becoming an organization.
this means, if there is no customer, there will be no organization too. Existing of an organization depends on the customer’s satisfaction. We should try to supply the customer’s needs before they ask for it.
Customers should never hear the word “NO” or “NONE OF MY BUSINESS” from the staff.
The most important outcome of customer satisfaction:
An overall satisfaction
Constant development and expansion
Cutting mistaken costs
Keeping customers away from rivals
Creating competitive advantages
Increasing loyalty level
Decreasing complains
3. Respecting customers, anywhere and anytime is essential.
The only time customers come back to you again, is when you talk to them respectfully. We must always control out behavior with customers. The customers expect to be respected at anytime and anywhere.
Respecting customers is essential, even though, they are temporary or less important customers.
4. Each customer is one customer, and one customer is the only customer.
After all, one customer is one customer, and they all have some behavior that are in common. Such as, need for respect. On the other hand, each customer has unique needs and requests.
5. CRM means to get along with incompatible customers.
Apologize, listen carefully to find out about facts and details. Sympathize with them to show we understood the situation. If we do not the right answer, avoid answering based on guess or assumption. Be responsible and do not evade. Calm down and be nice. Do not argue with them, and they do make us angry, try to get help from others.
6. Customer’s compliant is the easiest way to get to know them.
Less than 5 percent of unhappy Customers reveal their complaints to employers, and the restreveal the complaints to other people.if a customer complains on one issue for two time, this means that the person who is in charge of communicating with the customer, is not qualifiedto continue answering to that unhappy customer anymore. Complaints are for learning the lesson, and to be able to satisfy the customer’s needs.
7. Manage customer relationship by listening.
Customers feel comfortable by communicating with your company. The customers enjoy communicating with your company. Even some of them fell honored to communicate with your company. By learning and practicing, enjoy using the skill of listening. Look directly at the customer’s eyes. By moving your eyes and eye brows, show that you agree with them. Avoid doing excessive acts like, looking at your watch, turning pages, playing with pen. Ask questions and request for elaboration. Do not be talkative and never cut the customer h/she is talking.
8. Staff’s satisfaction has a direct connection with customer’s satisfaction.
Researches show that staff’s satisfaction could have impacts on customer’s satisfaction as well.
9. Loyalty from customers does not guarantee their satisfaction too.
It possible that our customers have not been accessed to our rivals yet. which means, either our rivals cannot compete with us. Or, their costs are too high. So, if we keep trying to get the customer’s satisfaction, the loyalty will come along as well.
10. Customers are the invisible and final judges to our success or loss.
There are hundreds of companies which produce incredible products and services. But, these companies do not have any connection with their customers, or their customers are unhappy. This would lead a company into a big trouble and failure.
Electronic customer relationship management (E-CRM):

What is E-CRM?
E-CRM is an integrated strategy of services, online marketing in means of identify, interact, and keeping customers.
Features of E-CRM:
High speed
Increasing benefit
More efficiency
Increasing customer satisfaction
Task automation
The main goal of these softwaresisto integrate 3 main units of selling, marketing, and customers’ service together.
Features of CRM softwares:
Strategic management of all units
Possibility of recording and playing the voice calls and recognizing them.
Increasing the answering speed and therefore, satisfy more customers.
Integrating of the units of selling, marketing, and customer services.
Conserving the relationship with customers.
The possibility of keeping all the customers’ and staff’s information.
Satisfied customers’ international standards:


In this competitive world of today, the importance and place of customers is not concealed to no organization. Therefore, the organizations’ success depends on the satisfaction and loyalty of the customers.

For this matter, CRM, as one of the most important goals of the quality management system (QMS), is defined in 4 standards, called “guide lines”. The standards are:

ISO 10001:2007 — standard for customers’ satisfaction in companies.

ISO 10002:2004 — standard to handle customers’ complaints in companies.

ISO 10003:2007 — standard to solve disputes between customers and companies.

ISO 10004:2007 — standard to measure and monitorcustomers’ satisfaction.