Well, business has become so complicated these days. Customer relationships are more complex, as the choice of goods and services expands, our expectations are set higher. Without some strategy for managing these expectations a business can quickly sink in a sea of data.
CRM is the best way to manage and share customer data across multiple teams, creating a central communications-hub that sits at the core of your business. It’ll dictate everything you do, all of which is driven by the customer, and you’ll wonder how you ever managed before.
So, the benefits are huge
Absolutely. By having a central view of customer behaviour, whatever your business or size, you have the means to tailor everything you do to keep them happy and maximise profits. You’ll be able to drill down into the data and measure the value and worth of any individual customer, or group of customers depending on your objectives, and come up with the necessary insight that’ll give you the best chance to ensure they remain loyal to your brand – based on real-time hard facts. This information is also critical in the drive for new customers, it really ensures your marketing campaigns are hitting the mark and there’s real synergy between what you're offering and the demographic you’re offering it to.
Indeed, this is the very essence of CRM in building relevant and meaningful relationships with key customer segments. Managing profit is at the very heart of CRM and, in this context, it's worth remembering that all customers are equal - but some are more equal than others.
And what do you need to successfully implement a CRM strategy?
Simply put, three things:
A marketing-led organisation that continuously seeks out customer needs with the passion and determination to meet them.
An organisational structure versed in how to harness the power of data and apply it to enhance their commercial decision making.
A customer-centric database as the sole data repository holding all customer information captured from all touch points. This will give a single customer view whilst enabling authorised users direct access to the data they require.
And driving this you'll need a clean, high quality, accurate, GDPR complicit database that's easy to use (otherwise people don’t bother) that quickly becomes an indispensable part of the business. It's set up in such a way that regular reporting based on customer segmentation and analysis becomes an integral part of the management’s toolbox – and of course it makes budgeting easier because you’re basing figures on hard data.
Losing customers is expensive. With so much choice out there, no business can sit on its laurels and expect their customers to keep coming back. Customer loyalty can be fickle. Today it’s too easy to shop around, very few people blindly repeat-buy like they used to - they either cannot afford to or have a better, comparable offer.
Also, our solutions are completely bespoke and scalable. You get what you want to fit your budget and you're not paying for functions you don't realistically need. Moreover, as your requirements evolve with time, the system, being bespoke, can easily and cost efficiently accommodate them.
How long does it take to install a CRM solution?
That all depends on the size of the business. Obviously, we work to have our CRM solution up and running in the shortest time possible and with minimal disruption to the business. Our solution, unlike some, is fully compatible with your existing databases and therefore can be installed without too much fuss; it literally works ‘with’ whatever is currently in place. Our priority when we come on-site is to get to grips with what’s already in use; to identify all current data sources, historical data and methods of data extraction and storage. We then run an audit that identifies any unique or duplicated customer data, cleans it and completes any missing fields (where the data is available to do so), so we’re in a good place to begin setting up profiles. These can be based on any number of factors such as geographic, demographic (gender, age, relationship status, etc.) dietary requirements and so on - the fields can be whatever you want. We set up feeds, agree the method of extraction by data source, put in place the necessary protocols and set up a new domain server, so by the end of it you have a database system that’ll be the beating heart of the business.
Sounds a bit scary, how complicated is it?
Don’t worry, we don’t just walk away once we’ve built the CRM solution and, as I’ve said, the beauty of it is that it’s not difficult to use. We also provide user-guides and training manuals as standard, plus we’ll run a short workshop to ensure everybody’s comfortable with operating the new system – and we’re always on the end of the phone should there be any issues or questions, we don’t believe in abandoning people!
And should you require further reassurance, all aspects of the database are fully tested and validated on completion. We make a point of consulting the client at every step of the build to ensure they’re getting exactly what they need – and what they expect. We agree the design and reporting suite before we start work, and everything from data-loading cycles to working procedures and processes are put in place and recorded in an Operations Manual for future reference and peace of mind.
Only to quote something Bill Gates once said which nicely sums up the importance of CRM…
"How you gather, manage and use information will determine whether you win or lose"
Says it all really!
Data Know How are the specialist CRM team at Adactus, helping clients turn data into profit.