Customer relationship management benefits organisation

customer relationship management benefits organisation

Learn about the benefits of CRM (Customer Relationship Management) Collecting and organizing actionable customer data is a full-time job, and one that. I have touted the benefits of a sound, current and accurate customer relationship management software for any business concerned about. Customer relationship management (CRM) systems are highly effective in both day-to-day customer management and relationship building.

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.

customer relationship management benefits organisation

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.

Top 5 Benefits of Customer Relationship Management

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. 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.

Customer relationship management

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. Potential drawbacks of CRM There are several reasons why implementing a customer relationship management CRM solution might not have the desired results.

customer relationship management benefits organisation

There could be a lack of commitment from people within the company to the implementation of a CRM solution. 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.

customer relationship management benefits organisation

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

Customer relationship management

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.

Customer Relationship Management - Top 5 Benefits

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.

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?

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? If your customer base grows will the system expand to cope? They want you to know who they are and to have what they need— without transferring the call and without keeping them waiting. A customer relationship management system will enable you to quickly identify your customers, address their primary needs, and subsequently recommend additional products or services that match their profile.

Customers, in turn, enjoy better customer service—with fewer hassles. With that in hand, you can identify and target individuals with the greatest potential for future sales. Rather than taking the mass marketing approach, CRM allows you to focus and fine-tune your marketing efforts to make those efforts more productive. The beauty of customer relationship management applications is that they handle that piece of the marketing puzzle for you.

You gain a clearer picture of the sales pipeline itself: How is it working? Where are the snags? Which staff member is the most productive?