Successful CRM in 3 easy steps

Using a CRM, you can keep all customer data in a central repository and achieve a comprehensive view of all things customer related.. Step 2:Utilise data to establish or re-establish

Successful CRM

in 3 easy steps

On the surface, CRM seems self explanatory

It’s built on three key principles:

Successful CRM depends on considering each of these elements individually, but combining your efforts across all three to fulfil organisational goals and

customer satisfaction

Customers Relationships Management

Step 1:

Prioritise the needs

of your customers

Customers should always be central to your CRM system and strategy, they are your lifeblood You should use CRM to deliver a stronger service that meets their expectations

Increasing

customer

retention by just 5% can increase profits between

25% and 95%.

Using a CRM, you can keep all customer data in a central repository and achieve a comprehensive view of all things customer related This will help you to retain

customers - new and old

Step 2:

Utilise data to

establish or

re-establish

relationships

CRM gives you a tool to capture relationship data, analyse trends and identify new opportunities - including upselling and cross-selling You

can strengthen relationships by offering your customers further services, simultaneously

improving the ROI of your company

Marketing and Sales will play an important role in establishing and cultivating these relationships.

“CRM almost makes everyone in your

organisation a sales person, since they are

selling your business in one way or another For instance, customers often say things to support staff which could be used as a sales opportunity The support person might not know

it but because the information is recorded, a salesperson can see it and use it to follow up Just the recording of the information has many

benefits for other departments.”

IDC

Step 3:

Manage and enrich your customer relationships

The final step to successful CRM is managing your relationship with each customer, creating value add and making them profitable You also need tools to capture and analyse relationship data to help keep sales, marketing and services on track

CRM can also be used to automate many of the common account management tasks to improve customer service, such as smoothing the transfer of leads

between marketing and sales

Customer relationship doesn’t stop there though, you should still nurture your customers after a sale has been made, ensuring they have a consistent,

end-to-end service

“On average, sales and marketing costs range from 15%-35% of total corporate costs So the effort to automate for more sales efficiency is absolutely essential In cases reviewed, sales increases due to advanced CRM technology have

ranged from 10% to more than 30%.”

Harvard Business Review

The Ultimate Guide to:

Using CRM for data driven marketing success

An eGuide with practical steps to apply data-driven marketing using CRM

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The Ultimate Guide

to: Using CRM for

data driven marketing

success

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