The three-letter combination CRM itself stands for Customer Relationship Management (see www.abbreviationfinder.org). CRM covers a wide area of case management, sales, analysis, reporting and much more.
CRM is a philosophy
Basically, however, CRM is a philosophy . Take care of your customers and treat them the way you would like to be treated! As a thank you, the customers will come back to you, precisely because you take care of them. In addition, your customers are likely to tell other potential customers that you are a nice dot …
The customer chooses you – not the other way around
When perceived quality and price are equal, and you find it difficult to influence the customer with marketing, the customer will not see a big difference between you and other suppliers.
What happens then is that the customer goes from being rational to becoming emotional in their choice of product or service provider.
The one with the best relationship wins, which is why CRM is important
When the customer chooses emotionally; she chooses the one who is perceived as “the best” in some sense. If the product and price are equal, she will choose the company where the relationship is strongest.
Sloppy companies that waste my time or ignore me will be chosen immediately. Sympathetic companies with good control and who are easy (and fun!) To have and join, will be very good.
Remember: the customer is not just the contact information in your computer system, they are actual people!
- Analytical CRM
Analytical CRM is about being able to answer the questions “who is the customer?”, “What does the customer do?” and “how is the customer doing?”. If you have a CRM system, you can surely answer these questions. If you also use the information correctly, you have every opportunity to streamline everything from marketing to additional sales. Who are your most important customers and which should you build your future on?
The right message to the right customer and tools that ensure efficiency.
Hit the nail on the head
With analytical CRM, the customer knows the customer care in a very clear way. How many times have you received an email and thought “why are they sending this to me?”, Or been called by a salesperson who obviously did not meet your needs? Imagine a utopia where you are only contacted about things that interest you.
Phone? Mail? Facebook?
Not only can you find the right message, with the help of analytical CRM you also get the opportunity to find the right channel. Check out how they contact you and you can probably figure out how they want to be contacted.
Have the customer analyze more
The customer can also benefit from your CRM thinking. Maybe they will have access to their latest purchases, their contracts or some form of self-service. The openness and possibility of analytical CRM in both parties creates both loyalty and a better relationship.
- Social CRM
Be open to customer care where requested! Times have changed and it is no longer the companies that set the agenda for where communication takes place. “The customer is always right!” have never sued so well.
Come talk to me!
Where should you be then? There is no simple answer. It is constantly changing. Facebook, LinkedIn, Twitter… The important thing is that there is a forum where your customers can ask questions, where prospects can reach you and where the public can discuss you and your products.
So, where should you be? Yes, social CRM is about being where your customers are! ; )
Get the last word
Other people’s reviews play a bigger and bigger role. Prospects looks for evaluations of you and your products, and always finds something. Be there and receive comments, positive and negative, and perceived as active. Join the conversation!