What is a CRM
A CRM is an acronym which stands for Customer Relationship Management, where the:
CUSTOMER is a buyer, user or purchaser of a product or service, provided by a business, organization or supplier.
RELATIONSHIP refers to the interactions with the customer, to build better expectations through various tools of information.
MANAGEMENT refers to the overall organisation of these actions.
Why do you need a CRM
Customers are important to businesses – they pay bills and salaries.
So why is it, that customers often say they feel neglected by their suppliers?
Customers can stop being customers for many reasons???
A profitable organised business “Keeps a Good organised Overview of its Customers.”
A good knowledge of your customers enables you to develop marketing strategies that target their specific needs and this will in turn increase your sales and profitability.
A customer relationship management system can be a powerful tool in your marketing armoury. By recording your customers likes and dislikes, their spending patterns and even their location/age and gender. A CRM enables you to build up a detailed picture of their tastes, needs and buying habits.
Many companies use spreadsheets for storing their customer data, unfortunately Spreadsheets can get lost, they get outdated, and they may even fall into the wrong hands. Business cards are important for collecting customer data but unfortunately of no use when lying on your desk, under mounds of paperwork. Companies who may chose to use these strategies miss something important – collaboration. A customer database increases in value when everyone works together on populating it with essentials.
GOOD REASONS TO USE A CRM
- It allows you to register your leads and contacts. You never know when a lead is ready to buy from you as it probably not today. The key is to Keep them warm. It is never too late to start organising your customers and contacts. You need to create some basic categories to make your data efficient so that you can implement your CRM strategy to fulfil their needs. You need different categories such as, Customers, Lost Customers, Prospects, Suppliers, Partners, Potential Partners, Influencers, Live Leads, Dead Leads etc.
- You can track all customer interaction – from everyone in your company. Next time you talk to a customer or prospect, you get the upper hand when you know what that company is talking about. You can get the person to feel seen and important. And this history builds a long-time relationship. Emails should be in your system, and not in each person’s mailbox. (This is very important.)
- It reveals possibilities. How many prospects have you “not sold to” it is most likely this will be a lot. In most sales environments a “no” most likely means “not today”. Most companies keep their current customer or supplier until they are ignored. That’s why keeping them alive and kicking in your CRM database is so important. And if you have an opt-in newsletter or a great seminar plan, their business might be yours for the next quarter.
- It makes your most valuable asset – the customer data – remain. People change jobs. Have you ever experienced someone leaving you, and nothing is left behind? The pipeline wasn’t up to date. The contacts were not updated. The important contacts were not registered – because all the relevant information was stored locally. Don’t let it happen to you.
How do you manage your contacts and customer data?
The CRM will help you measure you daily, weekly and monthly sales activities. It will help you track customer transactions with built in calendars, notes and task management. It will help you follow up with your customers easily. All your customer information is in one place. It will save you time and energy and increase productivity. It is cloud based so you can access it anytime, anywhere on any device and it is easy to set up. It can integrate with your email and is fully customisable. It has a full suite of different apps such as campaigns, books invoices and much more.
CRM’s & Marketing Campaigns
Another reason to use a good CRM system is to run and design your marketing campaigns with a host of templates to assist you.
Campaign management allows you to plan and keep track of the campaigns in your CRM account. This includes planning the campaign, preparing your mailing list etc. In your CRM, campaign management helps you to plan, execute and monitor campaigns in an organised way. You can do the following:
- Create campaigns
- Associate other records to a campaign.
- Associate multiple leads or contacts to a single campaign
- Associate one lead or contact to multiple campaigns
- Planning marketing activities and developing campaign hierarchies.
- Outlining marketing campaign objectives.
- Defining campaign success metrics.
- Building and testing sample campaigns on a subset of customer data.
- Storing and reusing content from previous marketing campaigns.
- Measuring campaign effectiveness by linking directly to the leads and contacts. (The campaignmanager informs you who has opened and who has rejected each campaign.)
- Tracking customer inquiries related directly to campaigns.
- Tracking sales force closures related directly to campaigns.