Customer relationship management - what is it?20 April 2005
Customers - they are every business's (big or small) reason for being. And it's not uncommon to think you offer the best service there is.
But are you really customer-centric? Or do you, like most businesses, focus all your energy on acquiring new customers and forget about the ones you've already got?
As we've seen in previous articles, every customer is a potential marketing tool - but in order to create the word of mouth, you need to stop just serving your customers and start satisfying them. There's a difference between giving your customers what they expect and going that extra mile to exceed their expectations - which is where CRM comes in.
CRM is about keeping your customers satisfied. It's about creating a two-way relationship, and as with every relationship, the way to reach your customers' hearts is by learning about them and then giving them what they want. It is, in a nutshell, a technology backed process and a business strategy that seeks to understand a customer base, identify their buying patterns, build profiles and give them what they want.
There's common misconception that CRM is only for large companies - but reality is, there are affordable solutions for the smaller business too. However, adopting a CRM strategy doesn't just mean buying the software - there are some key rules to you becoming a customer connected business. Get these rules right and you're already halfway there to gaining and retaining those customers.
Never say no
The whole point of CRM is that the customer is always right. The problem most expanding companies have is fragmenting in to the individual departments. So when a customer calls for information or help, they get passed round the table till the customer leaves dissatisfied. Always make it your staff's business to deal with a customer on a one to one basis and help them through their problems. Do not put your own convenience or lack of time first and never turn a customer away with out giving them what they need.
Define, market and sell from a customer's point of view
If you begin creating and selling products that are user-centred then that's half the battle won. You have already anticipated your customers needs and given them what they want. Whether you adopt this approach with subsequent products or when starting up, user research and testing can go a long way to buying loyalty.
Make it easy for customers to contact you
There's nothing more frustrating than being left in the cold to fend for yourself. So think how your customers feel when they can't contact you when needed. If you don't have the time or money to take phone calls, give customers a chance to email or write in. But always set their expectations as to when you will reply.
Share your learning
Remember every little bit you learn about your customer goes towards building a profile. This profile will eventually determine how you service that customer and keep them satisfied. So make sure to keep your profiles updated. More importantly, disseminate this information to people around your business. This way, CRM will become part of your day to day culture.
Analyse your data and spot the patterns
Information is of no use if it is just hoarded. In fact, you might end up with an information overload. The key to making your CRM strategy a success is about analysing past behaviour to predict future trends.
