Marketing and customer relationship concept

Customer relationship management

marketing and customer relationship concept

At its core, customer relationship management (CRM) is all of the and marketing material can be associated with leads and customers. Although customer relationship marketing may use the same acronym as customer relationship management (CRM), the two concepts are related, but still quite. Customer relationship marketing should not be confused with "customer relationship management," a related, but unique concept that shares the acronym of.

If you choose this option, make sure you carefully specify exactly what you want. This will usually be the most expensive option and costs will vary depending on what your software designer quotes. Managed solutions A half-way house between custom and outsourced solutions, this involves renting a customised suite of CRM applications as a tailored package.

This can be cost effective but it may mean that you have to compromise in terms of functionality. How to implement CRM The implementation of a customer relationship management CRM solution is best treated as a six-stage process, moving from collecting information about your customers and processing it to using that information to improve your marketing and the customer experience. Stage 1 - Collecting information The priority should be to capture the information you need to identify your customers and categorise their behaviour.

Those businesses with a website and online customer service have an advantage as customers can enter and maintain their own details when they buy.

marketing and customer relationship concept

Stage 2 - Storing information The most effective way to store and manage your customer information is in a relational database - a centralised customer database that will allow you to run all your systems from the same source, ensuring that everyone uses up-to-date information. Stage 3 - Accessing information With information collected and stored centrally, the next stage is to make this information available to staff in the most useful format. Stage 4 - Analysing customer behaviour Using data mining tools in spreadsheet programs, which analyse data to identify patterns or relationships, you can begin to profile customers and develop sales strategies.

Stage 5 - Marketing more effectively Many businesses find that a small percentage of their customers generate a high percentage of their profits. Using CRM to gain a better understanding of your customers' needs, desires and self-perception, you can reward and target your most valuable customers. Stage 6 - Enhancing the customer experience Just as a small group of customers are the most profitable, a small number of complaining customers often take up a disproportionate amount of staff time.

If their problems can be identified and resolved quickly, your staff will have more time for other customers.

marketing and customer relationship concept

Potential drawbacks of CRM There are several reasons why implementing a customer relationship management CRM solution might not have the desired results. There could be a lack of commitment from people within the company to the implementation of a CRM solution.

Customer relationship management

Adapting to a customer-focused approach may require a cultural change. There is a danger that relationships with customers will break down somewhere along the line, unless everyone in the business is committed to viewing their operations from the customers' perspective. The result is customer dissatisfaction and eventual loss of revenue. Poor communication can prevent buy-in.

In order to make CRM work, all the relevant people in your business must know what information you need and how to use it.

What is customer relationship management? - Canada Business Network

Weak leadership could cause problems for any CRM implementation plan. The onus is on management to lead by example and push for a customer focus on every project. If a proposed plan isn't right for your customers, don't do it. Send your teams back to the drawing board to come up with a solution that will work. Trying to implement CRM as a complete solution in one go is a tempting but risky strategy.

It is better to break your CRM project down into manageable pieces by setting up pilot programs and short-term milestones. Consider starting with a pilot project that incorporates all the necessary departments and groups but is small and flexible enough to allow adjustments along the way.

Don't underestimate how much data you will require, and make sure that you can expand your systems if necessary. You need to carefully consider what data is collected and stored to ensure that only useful data is kept. Avoid adopting rigid rules which cannot be changed.

Rules should be flexible to allow the needs of individual customers to be met. Therefore it is vital to choose your supplier carefully.

Customer-relationship management

Making the wrong choice could be expensive and even jeopardise your business. Before implementing a solution based on CRM technology, you might want to ask any potential suppliers the following questions: How long has the supplier been established?

marketing and customer relationship concept

What are the specific costs associated with the product, i. Does the supplier offer any form of evaluation software so that you can try before you buy? How much is charged for technical support? Does the supplier provide consultancy and, if so, at what rates? Is the system scalable? From Innovation, Science and Economic Development Canada Customer relationship management is a strategy for understanding your customers and their needs in order to optimize your interactions with them.

This philosophy leverages technology to create stronger relationships with former, current and prospective customers while maximizing your marketing and customer service capabilities. CRM can enable you to actively manage your customer relations in an organized and strategic manner. In practice, that means developing your company's methodologies, internal operations, software and Internet capabilities to be able to better address your customers' needs and, as a result, make your relationships with your customers more profitable.

Using a CRM system, you can keep track of key customer information such as contacts, communications, accounts, purchases and preferences. This can allow you to match your customers' needs with your products and services.

marketing and customer relationship concept

By analyzing the data, you can: Identify your best customers Enrich and customize the way you communicate with your customers Manage marketing campaigns Serve wider geographical regions Customer relationship management systems A wide variety of customer relationship management systems exist, from very simple to more complex.

You can use online solutions, off-the-shelf software, or customized programs. The use of spreadsheets or contact management software to keep track of your interactions with customers would be considered a simple CRM system. To adopt a more effective system, however, you would require a comprehensive, organization-wide effort to attract and retain customers through an integration of information, people, policies, processes and technological strategies.

Even if you operate a very small business, you'll discover that CRM technologies have become accessible and affordable. You can now access a wide range of online options such as applications that require no software purchase or install; your business simply pays a subscription fee.