Customer Relationship Management
Relationship Management (CRM) is somewhat about software but is mostly
A CRM strategy defines the process of
interacting with your customers or clients in efforts to maximize the
relationship for profitability. The strategy typically involves three
important functions within organizations:
With the costs of marketing constantly rising,
companies scrutinize every dollar spent to generate new business.
Gone are the days of mass mailing or faxing
to large lists of contacts.
Targeted, specific marketing is essential to
maximizing your Return On Investment (ROI).
CRM began in the hands of salespeople.
In centralizing prospect and customer
databases and automating the routine sales tasks, most businesses are
able to keep their salespeople in front of their customers or clients
with visibility to management.
From simple tasks of writing letters, to
sending emails, and delivering proposals, a good system maintains each
customer contact and communication to tell the whole story allowing
fewer salespeople to service more prospects or customers.
Customer retention is critical in today’s
You’ve invested resources in marketing and
earning customers and clients through your sales process.
Integrating customer service in to the mix
creates an overall positive customer experience.
Clients can be handled as appropriate,
including key clients who have preferred status.
What role does software play?
When it comes to grasping the value CRM offers, the
prevailing thought has been to start by purchasing some software.
While software is a key component, it is
neither the start nor the end.
CRM should start with your sales, marketing
and customer service processes and end with constant process
improvements, fully leveraging your software investment.
Software is the tool that gets you to
customer-centric business decisions.
A CRM System usually consists of a centralized
database as a means to capture valuable prospect and customer
information that can be shared across an organization to make agile,
customer-centric strategies, and ultimately to help build more
profitable customer relationships.
Relationships are based on interaction and
This interaction ranges from phone calls and
appointments to emails and paper correspondence.
Most systems track all of these
interactions, allowing for a more complete picture of your business
relationship with the contact or organization.
“Having the Ability” is what CRM is all about:
Ability to manage marketing campaigns, lead lists and transitioning
these leads into opportunities and finally, customers.
Ability to manage the sales force effectively, identifying
successful traits and “coaching” performance.
Ability to support a consistent sales process ensuring prospects and
customers are handled appropriately, and nothing falls through the
Ability to quickly and easily analyze the sales pipeline, allowing
proactive strategies to handle both short-falls and growing
Ability to service customers efficiently and effectively, providing
exactly what the customer wants and needs, every time they contact
Ability to provide a holistic and 360o
view of the customer, identifying up-sell and cross-sell
opportunities, and knowing the value of each customer.
for more information.
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