The importance of having a CRM System
According to RightNow’s Customer Experience Impact Study 66% of customers leave because they feel ignored. Sometimes it’s not because suppliers don’t want to interact with their customers regularly, it is just simply because there is no time or no process in place to do so effectively. Many companies still use Excel spreadsheets for keeping customer records, containing their details, conversations and follow up information. However, these soon become outdated, impossible for more than one person to access at any one time and can also get accidently deleted.
The answer is a Customer Relationship Management (CRM) System.
This central database offers a plethora of advantages for a company and its customers;
Monitoring your Contacts
Networking is a great way to meet potential customers but placing the collection of business cards into your desk drawer is not going to create any sales. They may not be in a position to buy from you now but you do need to keep them warm and this can also be said of your current customers. There is always the ongoing opportunity to up sell and cross sell. By entering your contacts and customers into a CRM system you can start to categorise them as Prospects, Potential Partners, Customers, Lost Customers and by industry sector, size of company, location so that you can tailor your ongoing marketing communications.
We all know how frustrating it is to call up a supplier to have to go through the same conversation as we have been put through to a different person than before or to have been contacted by the same company more than once about the same thing. Every piece of communication should be logged onto the contact record including emails and quotes that have been sent, even their personal interests. The latter is a great way of making a customer feel special as they think that you are taking an interest in them.
Identify Potential Sales
My utilising a CRM system you can ensure that no potential sale is overlooked. You can simply run a report and see who has not been contacted recently, who hasn’t received your latest newsletter/promotional email or who never got that follow up phone call. Remember that most customers leave because they feel ignored therefore the solution is simply not to ignore them!
So how do you manage your contacts and customer data?
If the answer is poorly maybe now is the time to consider investing in a CRM database. Advantage Services have just launched a FREE solution for up to ten users. Don’t let your customers and prospects get away, just get in touch to see how we can help.