What
is CRM?
Customer Relationship
Management (CRM) is a strategy for managing communications with
customers, prospective customers, and other audiences.
The overall goals are to find, attract and win new customers, engage
and retain existing customers, entice former customers back into the
fold and deliver excellent customer service from an enthusiastic and
efficient team.
CRM strategy is
critical for integrating customer-facing and back office teams to give
your customers the best possible experience.
It usually involves the use of technology to organise, automate and
synchronise key business processes: particularly sales activities,
effective marketing, excellent customer service and coordinated
after-sales support.
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How does it work?
A combination of strategy and technology enables you to take control of your business in the following ways:
* reducing costs
* improving efficiency
* increasing revenue
* enhancing productivity
* improving customer service
* realtime management reporting
* heightened customer loyalty
With the right tools you can achieve greater success without using up
any more time or resources. Get your systems working for you whilst you
work on your business. Using a CRM system can help by providing:
* automated processes to speed up
communication and increase frequency
* campaign management
* targeted marketing initiatives
* leads analysis
* opportunity management
* sales tracking and pipeline reporting
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Why do I need it?
Any business with customers needs a strategy for communicating with them.
You are already communicating with customers, prospects and other influential audiences.
Creating a coordinated approach engages your customer and makes them feel valued.
In turn, you build loyalty, repeat business, and the chance that your customer will recommend you to others.
The strategy could cover any or all of (but is not limited to) the following activities:
* standardised email/document templates
* accessible, informative website with appropriate
content
* regular newsletters to subscribers
* product/service updates to current clients
* feedback mechanisms for key audiences
* identification of prospects based on real data
* targeted marketing/social media campaigns
* effective marketing collateral
* relevant advertising with measurable results
* high quality customer service procedures
* efficient handling of complaints
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