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So what is CRM? Simply put, CRM is putting your customer at the heart of your business. Today it is more important than ever to build better relationships with your customers as, in this day and age of social media, they now talk to 130+ people at a time. They have a megaphone, making it easier for positive and negative messages to spread fast and wide.
With the support of technology, the goal of CRM is to have a 360-degree view of the customer which will enable you to improve the quality and satisfaction of each customer interaction and maximize the profitability of your customer relationships... a win/win for both you and your customers. Depending on how you look at it, CRM can be practiced in companies at different levels. It can be practiced at the organizational level (ideally). It can be practiced at a customer facing level - anything that has to do with interactions with customers, marketing, sales and service. Or It can be practiced at the very functional level, like in a call center within a sales force, etc. While we can look at CRM on many different levels, our definition of CRM is at a strategic level i.e. an organizational level.
We spoke earlier about putting your customer at the heart of your business. Part of that process involves developing a "relationship" with your customer. How your customers define that relationship will vary. As the CRM Marketing Services Perth, it is up to you to find out what's important to that customer. At the end of the day, you want to be able to answer the question: "What’s the “one thing” that is distinctive about my customer relationships?
As we are in a business of one sort or another, our goal as marketers, is to have CRM help us acquire, grow and retain profitable customer relationships to create a sustainable competitive advantage.
Without a doubt, customer loyalty is a key driver of profitability. Creating customer loyalty must be an integral part of your organization's strategy - particularly in a time of industry consolidation. Understanding customers' requirements is fundamental to business success.
"It's incredibly arrogant for a company to believe it can deliver the same sort of product that its rivals do and actually do better for very long. That's especially true today, when the flow of information and capital is incredibly fast."
-- Michael Porter
The most important basis for strategy development, however, is a comprehensive understanding of what drives customer loyalty and how strong those drivers are. The key to understanding what drives your customers' loyalty lies in finding answers to the following questions:
The first step in answering these questions is to measure both customer satisfaction and customer loyalty. In working toward a thorough understanding of your customer, begin by looking at why your customers leave. Profitable CRM projects start by understanding customer needs.
"If growth is what you're after, you won't learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you."
Southwest Airline's performance is not accidental:
Great service and customer recommendations alone are not sufficient for relationships. If you give poor service you won't have a relationship. And if you give great service, you might not have a relationship if you don't take care of that relationship, knowing your customers' preferences. It is essential to have a solid grasp of which factors in your business relationship with your customers are most important to them. Listen to your customers and then begin developing your CRM Strategy because if you don't satisfy your customers, they won't come back. And remember:
a) CRM isn't CRM unless it affects the customer's experience
b) CRM is a strategy, not a project
c) CRM should improve ROI
d) Technology is a means, not an end
e) You want a 360-degree of your customer
If you would like to know how you can improve your Customer Relationship Management strategy, processes and software and are interested in working with consultants that are local, guaranteed and deliver solutions that are simplified, you should get in contact now to book an obligation-free appointment at Visit: http://crmperth.com.au/contact-us/ and do a mail enquiry@CRMperth.com.au you can feel free to call us: (08) 6102 7284.
