Centralizes all your customer data

By | February 9, 2018

CRM software combines all sales,  marketing and customer service  information into one central  database . Customer information can include, but is not limited to, phone numbers, addresses, and last contact made .

 

The software also records what was discussed, what the next follow up date  is and even  the status of an open item .  This information can then be used to manage, measure, and keep track of marketing, sales and customer service  activities as they relate  to the customer .  Overall, it builds greater customer loyalty and a better customer experience .

Since a CRM system centralizes all customer-facing information, silos and finger pointing are significantly reduced .  Sales  can’t blame  Marketing for not communicating with them .

 

Marketing can’t blame  Sales  for not implementing their cam-paigns and Customer Service  can’t blame  Sales  for disgruntled customers .  Everyone  has the same access to the same cus-tomer information.

CRM

Automates customer-facing

business processes

Companies have  business-facing processes and customer

-facing processes.  Business-facing processes are those which make the business run more efficiently such as budgeting and planning. Customer-facing processes include sales,  marketing and customer service .

A CRM strategy focuses primarily on the customer-facing processes and makes them better in terms of meeting the needs of the customer .  The following chart explains

a sample what is included in each  process:

 

 

Marketing

 

Sales

 

Customer service

 

• Customer segmentation

 

• Lead management

 

• Request management

 

• Campaign development

 

• Account management

 

• Service  tracking

 

• Campaign execution

 

• Pipeline management

 

• Escalation/prioritization

 

• Project/event management

 

• Opportunity  management

 

• SLA agreements

   

• Cross-selling and up-selling

 

• Account inquiries

   

• Activity management

 

 

The whole CRM process begins with a lead – the name  of someone you think you can sell something to .  Once  the lead is put into the system,  the software will then take it through to the sales  process .  It’s the CRM system that will remind the sales  person to call at an agreed upon  time,

for example .  Each time you interact  with the prospect, you will record it into the CRM system .  The same applies if someone else  ends up talking to the prospect .

 

The CRM keeps track of all actions  and what’s been said . At the same time, the CRM is a library of documents, phone calls and emails .  When an interaction with a prospect is initiated, you get an instant, automated trail of communication .  Because the information is in one central place,  anyone in the company can help this person out .

Whether  you’re in sales,  marketing or customer support,

a CRM system can help to automate a particular business process, as well as to automate the way each  process works together with the other .  But, it goes without saying that each  business process must be well defined and efficient in order  for a company to achieve good  results.

Lets take lead management as an example

 

Lead management is the process of generating and identifying a lead, qualifying the lead and converting the lead into a sale .  A lead can come  from many channels

– website, cold calls, event/  seminar,  newsletter or purchased lead .  With this amount  of channels, it must be clear which person or department is ultimately responsible for logging the lead because this determines how the lead should  be routed and how it is followed up on .  Without a clear definition, leads  can end  up lost or forgotten, which results  in frustration, lost sales  productivity and even  a bad

customer experience .

Another example is customer support .  There should  be clear rules for how inbound  service  requests are managed .

 

These rules define  first line support, second line support, what resources will be used to fix a customer’s problem and how status updates will be shared to ensure that the issue  is being  addressed. Once  the workflow and rules are defined,  the CRM system can automate the whole flow. At the same time, it keeps a record of all previous contact history so that customer service  teams can view the information to get a better understanding of how to help the customer, which can then be used to make the

business more efficient and improve customer satisfaction.

Lead follow up

Research info        Call the lead

Book a meeting

Invite to seminar

Additional information

Invite to webinar

Lead nurturing

 

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