CRM Solution Software

CRM Software Solutions

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CRM software blueprint
An Executive's Guide to CRM Software

The Benefits of CRM

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Implementing a Client Relationship Management system means marrying the needs and desires of at least three departments; Marketing, Sales, and Service. Each of these lines of business has similar yet disparate business processes and goals.

One of the key advantages of a CRM solution is the ‘big picture’ effect, that is the left hand knowing what the right is doing. Marketing should be able to hand off qualified leads to Sales. Sales runs with the pre-knowledge built during the qualification process to pinpoint the ‘pains’ and buy criteria driving a decision and cater to those. Sales hands the baton to Service who ensure the correct products and/or services are delivered, and monitor the client’s experience to maximize satisfaction. Happy clients respond again to marketing promotions, the sales department translates these into additional revenues, and the cycle repeats.

It is cheaper to market to an existing, content client than to attract a new one, and a cost reduction should occur across the board after a successful CRM implementation. With each customer interaction and each contact relationship building activity the business gains better knowledge of that individual. Increased, detailed data allows the entity to amplify the efficiency of the sales process and shorten sales cycles, which in turn increases revenue.

From a new client perspective, the above also holds true. With each marketing campaign, the company is able to map more precisely the techniques, tools, and approaches to a prospect list, thereby upping the converted prospect to client ratio.

The growing awareness of each individual client’s profile has a direct result on enhanced satisfaction levels. An FTD one-time order for a birthday bouquet will prompt a timely reminder the following year. One internet company, Wine and Country Gift Baskets, goes the extra mile. Place a seasonal order with them, say for Christmas, and the day after Thanksgiving the following year, they mail a CD with a list of the prior years’ detailed orders. Insert the CD into a computer, and with one stroke, the previous year’s information can be repeated or edited. No need to retype any information. Harried Christmas shopping made hassle-free. Another pleased client made ecstatic.

With each client response to a campaign, the company tailors their databases and extrapolates results to include services or goods which may result in increased revenue in the future. Wine Country recently added an entire line of homeopathic products to its increasing female database, because their software allowed them to recognize trends and respond to them.

All of this, of course, leads to a significantly better bottom line.

Implementing a Client Relationship Management system aligns the needs, wants, and business processes of three sometimes disparate departments to maximize efficiency, reduce expenses, raise client satisfaction, expand revenue opportunities, and gain instant awareness of new trends either in the marketplace or over a specific client base. All of these contribute to a competitive advantage. In the global bazaar of the Internet age, losing that advantage means losing market share and a domino effect occurs. As little as a half a percent loss in a client database, or the failure to grow it by a similar amount, can begin the demise toward bankruptcy, a takeover bid, or suspension on a stock exchange.

Examples of these abound, one glance at the current airline roster and comparison against the same list as little as twenty years ago, illustrates this vicious cycle with an unerring spotlight.

Think about it.

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CRM Introduction Real World CRM Executives Guide to SFA Marketing Automation Customer Support
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