What is CRM?
CRM is an abbreviation for Customer Relationship Management
The term CRM may be somewhat new, but the concept is not.
A classic example of CRM is of the corner grocer of 50 years
ago. He knew all his customers and their preferences (“We’ve got
your favourite bread in again…”). He kept all their information
in his head – likes, dislikes, favourite products and personal
tidbits ("How's the fishing?"). It was personal, and effective.
The grocer operated what, in modern terms, we would call a customer
focused business strategy to optimise customer satisfaction.
Why do we need CRM software?
Leap forward now and consider the modern business environment.
Add more staff, more customers, more products and service lines,
a multi-branch operation, long or complex sales processes, after-sales
support, the marketing department’s needs and so on.
In these complex organisations (even if just a few people), diverse
pieces of business information must be stored, and that stored
information must later be shared with the right people at the
right time.
It is clear that the consistent delivery of best practice processes
across an organisation has become highly challenging.
Enter CRM software.
What does CRM software do?
- CRM puts the customer at the core of an organisation’s processes
and practices.
- CRM software co-ordinates and unifies all points of interaction
with the customer.
- The software gathers and arranges customer information so
that it can be used to build customer loyalty and increase customer
value.
- CRM allows an organisation to optimise its interactions with
customers and suppliers, and to share information about those
interactions throughout the organisation for the benefit of
all.
Sound Complicated? It doesn't have to be.
While transforming an entire organisation into a totally customer
focussed one may be complex, implementing elements of a CRM strategy
is not.
A “small steps” approach can be extremely effective, using technology
to support each individual element.
For example, you could take one or all of these CRM initiatives
-
- Respond to all new business enquiries within 24 hours.
- Follow up all quotes within 7 days.
- Log ALL customer support requests for follow-up and resolution.
- Confirm back to customers when their service requests have
been dealt with.
- Maintain a single master customer database.
- Share key customer information throughout your organisation.
- Identify and then implement opportunities for technology to
deliver consistent sales and service practices.
- Take a "blue-sky" approach when identifying CRM opportunities
but a "small-steps" approach to implementation. .
|
