12:40 pm, October 10, 2009
CUSTOMER relationship management is a hot topic. No doubt you have read about it, started to consider implementing it or are already up and running. CRM can make a huge difference and really shape the way your business operates.
CRM is the ideal way to secure loyalty, increase brand awareness and keep in regular contact with your customers, which are soft benefits, but is there really return on investment for your business?
Well, if you use it wisely, there is: The cost saving, for one, significantly undercuts the expense, not to mention the time and resource, of direct mail marketing.
However, in addition to reducing cost, it can grow sales and with lead generation being the holy grail of online marketing, CRM re-awakens expired leads.
Customers are increasingly driven by emotional aspects of the buying process, and CRM allows you to add value and exceed the customer experience. The golden rule of ‘right message, right person, right time’ provides a simple and effective guideline to develop customer relationships and create further opportunity.
IRRELEVANT EMAILS
Anyone can flood their customer database will irrelevant emails, the differentiator is thinking like your customer and knowing what they want.
It’s essential to have the right tools before you start, but more importantly it’s essential to know how to use them properly. The web is nearly always where the customer experience of a dealer’s business is initiated, so be sure that your website is up to date, refreshed regularly and gives customers what they want.
It’s no use creating a really great CRM campaign when your website isn’t up to scratch. You need to secure a strong user experience and your site is an integral part of your CRM strategy. Secondly, your data is key.
Growing your database, and keeping it ‘clean’ provides the essential building blocks to launch CRM, so evaluate your customer touch points. The rewards of CRM are endless, it all comes down to how well you do it.
Start to broaden your communication streams, keep your customer in mind every time and you will be ahead of your competition.
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