EXtended Relationship Management

EXtended Relationship Management

XRM

La gestion de la relation étendue (eXtended Relationship Management) ou encore la gestion de la relation tiers est une stratégie visant à optimiser la gestion de l'ensemble des relations de l'entreprise au travers d'une base de données centralisée et de processus unifiés.

Le XRM est une évolution de la stratégie CRM (Gestion de la relation client) pour laquelle l'équation "Conquête, Fidélisation et Gestion de l'information" a été reprise pour s'appliquer à l'ensemble de l'éco-système de l'entreprise tel que les Ressources Humaines, les Prospects, les Clients, les Partenaires, les Actionnaires ou encore la Presse).

Applications XRM

Les applications d'eXtended Relationship Management sont des outils destinés à centraliser les bases de données et processus de CRM, PRM, Prospect RM, Press RM, et autres relations Tiers.

Les avantages recherchées sont la non-redondance d'information (Carnet d'adresses unique), la simplification des traitements pour une réduction des coûts et un service de meilleure Qualité notamment pour un meilleur suivi des relations qui peuvent être plus complexes qu'une simple relation Clients, telles que les "Partenaires Client" à la fois Partenaire et Client ou encore les "Prospect Presse" et autres combinaisons.

Références

Liens externes

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