Building loyal customer relationships is the key to maximizing your marketing return.
There is a wealth of customer information available to you every day.
Knowing what data to collect and how to use it will help you cultivate lasting customer relationships by conveying your marketing message in a more personalized and meaningful way.
At S&S CRM Partners, we help ensure you get the maximum return for your marketing spend by working with you to capitalize on your current capabilities in order to develop and implement relevant, innovative, and practical customized CRM solutions.
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I’ve posted a handful of topics discussing strategy, what is/isn’t CRM all about, and how it might be able to help an organization. The next logical question is: what now? How does an organization go about developing and implementing a CRM program.
Logically, having a strategy in place is where it has to begin. But what is that strategy supposed to be? How do you decide on that?
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More often than not, when we meet with clients or potential clients, they talk about CRM with the understanding that it’s a tool or platform. The whole concept around SaaS (software as a service) has contributed to this belief, but ultimately, the software and hardware is simply a means to an end. In our minds, CRM is a set of principles that helps define how you build long-term relationships with your customers, and the tools and platforms capture/manage data that helps you get there.
So what can CRM impact in your business? Simply put, EVERYTHING. From sales to marketing to customer service, CRM principles can and should be used to dramatically change how you interact with customers across functions and across customer touch points. Let’s take a look at that a little more in-depth:
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We all know the usual suspects in CRM world. Airlines, hotels, grocery stores and any number of other organizations have loyalty programs. But just having a loyalty program doesn’t necessarily mean that they’re great at using CRM, or frankly know what they’re doing. The loyalty program piece enables the collection of data, but what do you do with it? I think there are a handful of organizations that do that second piece well. We’ll get to those in my next post, but for this one, I’m going to focus on a few that are, well, let’s just call it not the best at being relevant.
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“My business is fine. We’ve generated good revenue even in this down economy. We don’t need CRM.”
“We have other priorities – I can’t dedicate time and resources to look at this. This is a nice to have.”
“We have a lot of information about our customers, but we don’t know what to do with it.”
“All I need is a great product. That’s all my customers really care about.”
“CRM isn’t relevant to what we do.”
Sound familiar? Have these words been echoed in your organization?
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Everyone seems to be talking about customer relationship management (CRM) in some way, shape, or form these days. If you ask 10 people what their understanding and beliefs are about CRM, I’ll bet you get 10 different answers. With the launch of our website (www.sscrmpartners.com), Facebook, and other assorted marketing initiatives, we figured what better time than to share our views and opinion of what CRM does and does not mean.
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