Using broadband to improve customer service12 September 2005
One of the great benefits of a fast broadband connection for small business is the level of customer service that this can facilitate.
Customers are the most important part of any business and keeping them happy and coming back for more products or services is crucial. Using customer relationship management (CRM) technology married with broadband internet allows you not only to respond quickly, but can also allow you to build a detailed picture of your customers and react to their needs. And doing more for your customers usually means getting more from them.
What can CRM technology do?
Though CRM should be considered a philosophy as well as a technology CRM programs can let you:
- Collect and organise vital data, such as customer details and order histories.
- Collate data, including account details, sales histories, service records, campaign responses, web activity and demographics.
- Create detailed profiles and build customer preference databases.
- Deliver instant access to customer histories allowing a focused and intelligent response to queries.
- Identify new selling opportunities and possible new marketing channels.
How can CRM save and generate money?
When implemented properly CRM can offer real and tangible benefits, for example:
- Increase cross-selling through a single point of contact
- Close deals quicker through speedier and more efficient responses.
- Easily and cheaply collect data for marketing campaigns, sales processes etc.
- Reduce customer "churn" through better customer service.
- Reduce operating costs. For example is4profit estimates that it costs around £25 to handle a customer call via a call centre but only £2 via a website using CRM software.
CRM options
For an integrated CRM system there are four main approaches:
- Off-the-shelf software - Many firms such as Oracle, SAP and Microsoft offer CRM applications that can integrate customer databases and knowledge with existing systems such as accounts software. Due to cost benefits this is often the most popular with small businesses.
- Bespoke software - Software can be written especially for your needs and existing systems and offers much greater choice, but obviously is a costlier option.
- Outsource - Third party specialists can offer outsourced CRM solutions at around £45 per user per month, plus an initial set-up fee of around £5000. BT offer an outsourced CRM solution.
- Managed - Managed CRM involves renting you a customised range of CRM applications as a bespoke package.
Using broadband and CRM solutions could have a huge impact on your business. For more information on CRM see our previous CRM article.
