Customer Relationship Management, or CRM, is a designed to optimize the customer experience. A great customer experience is proven to improve loyalty and decrease marketing costs. An effective CRM program will allow a business to focus on the most profitable customers and tailor revenue activities to that specific group. Benefits of using CRM include increased revenue and profitability, better customer service, targeted marketing, and an improved organizational culture.
A vast selection of CRM software is available, and can be tailored to your business needs. Once the software is selected, here are the steps to go through for implementing.
Step 1: Upload the customer list. This could include all business related contacts as well as prospect or current customers. Take the time to enter all relevant customer data including phone numbers, email, physical and mailing addresses, account numbers and other relevant information
Step 2: Input future activities. CRM software can manage future customer activities such as follow-up or sales phone calls, account reviews, or birthday wishes. This could include any customer contact that you do not want to have forgotten. Using this feature in the CRM software should become a daily, habitual habit.
Step 3: Identify future sales activity. This feature is where the CRM software can have the greatest impact to your business. Remembering future sales activity will not only improve your business sales, but will offer improved service to your customers by remembering their needs for them.
Step 4: Manage account notes. Customer notes can follow the account, allowing multiple employees to be fully informed of your customers’ preferences, account activity, and other special considerations. This tailored experience is often the key step in improved customer loyalty.
When your business has made the decision to move forward, remember that CRM software may take some time to fully implement. However, a fully utilized CRM program can have a profound impact on any business. The information stored on a CRM software program will become the backbone to business sales; be sure that the data is backed up daily. Ideally, the backup will be stored off site so it can be retrieved in the event of significant business interruption. Finally, make sure that your CRM software is secure. The information is not only important to your business, but contains personal and private information about your customers.
The improved organization provided by CRM software will become obvious in all your business dealings. Both customers and employees will appreciate the consistent and visible information and improved service.