Customer relationship management (CRM) is all about the customer experience. You implement it so that you can provide a high level of service to your customers whilst maximizing your businesses efficiency. The benefits of customer relationship management are extended by good implementation, user interaction and the input of accurate data. Here I have detailed a few areas where it can be seen.
Profits can rise through increased time efficiency, higher sales, better customer service and lower overhead costs. Having to print endless amounts of paper which your staff then have to search through to answer a customer’s enquiry can be time consuming and costly. Having a more direct approach with a CRM program can help improve workloads, customer service and of course, profits.
CRM programs use the collected data to store and identify when leads should be contacted. This reduces the risk of them being overlooked and also helps in laying the groundwork for long lasting relationships. The CRM program can also assess buying patterns and identify new sales opportunities.
Your customers can experience an improvement on their communication with you because of the ease of accessing their information. If they call with a question, you will be able to answer it quickly and correctly. Having all of their details stored in a central database will also ensure that no matter who the customer speaks to, they will always have the most current information to hand. Keeping it up to date and accurate is important of course!
Support from a CRM comes in a variety of ways. You will have access to support within your business, on the phone or online but I think the support that is overlooked the most is the support from the CRM itself. Tracking leads, budgets, documents, contact with the customer, all takes valuable time away from other duties that you could be attending to. By having a CRM in place that can provide admin support, you will have better time management. It can monitor the data that has been added and notify you when there is a task that needs completing.
Having all of your customers history in one place allows your staff members to familiarize themselves with them. They will be able to gain knowledge of the customers buying habits and their preferences by simply looking in one place. This can also apply to the customers recent projects, products or events. Through having all of the information relating to them together, you provide your staff with the tools for building a long-lasting, understanding relationship.
The data collected is more protected in a CRM program than if it was sat in a filing cabinet in your office where access is available to everyone. You can allow a level of access to staff members that is applicable to their level within the business.
You can increase your businesses efficiency by utilizing the tools provided within the CRM. You can run accurate reports, more targeted campaigns, generate more prospects and have better time management because of the organized and easily accessible information within the database. By simplifying the process of how data is collected and stored, your staff will be able to allocate their time over more duties.
Communication between staff members and departments will be more accurate and easier to do. Being able to share information such as calendars, notes and recent engagements with the customer will enable everyone to have the most accurate and up-to-date information. It also helps with your customer service because you avoid having numerous staff members discussing the same thing with the customer.
By allowing various departments to have access to the same customer information, cross-selling can be increased. If you are a business that provides a variety of services through separated departments, your staff will be able to view the customer details and see if they are purchasing all of the products from you. If they aren’t, they can contact them to see if it is required.
And of course the best thing about CRM programs is that you provide yourself with the ability to access it from anywhere you choose. You can be at the office, at home or sat in a coffee shop and still be able to access all of your data safely and securely. This is a growing trend with employers allowing their employees to work from wherever they feel they produce the best results. Having a CRM that allows such flexibility in your approach to business is I believe, one of the best benefits of customer relationship management.