What is CRM?
Many people think that CRM is software. But it’s far more than that.
Customer Relationship Management is about blending technology and strategy to guarantee great customer experience.
It’s not sufficient to be good at two or three of these touch points. Your relationship with your customer is dependent on all four.
A bitter let down
A guy in our office recently ordered a cell phone from a tele-sales company. Their marketing was excellent and they had created a strong brand that he trusted. The salesman on the phone was very knowledgeable. His easy manner made buying a simple process.
But when it came to receiving his phone, he had a different experience. On opening his package, he realised the phone was completely different to the one he ordered. When he contacted the company to correct things, nobody seemed to care. It took him a long time to get the company to deliver the phone he’d actually bought. When they eventually did, he vowed never to buy from them again.
Customers are lost through experiences like this.
It doesn’t matter how good certain teams in your business are, without consistency across the four touch points, you’ll always hemorrhage customers and revenue. This is where Customer Relationship Management comes in.
CRM gives you this consistency. A good, functioning CRM system provides great customer experience – right across your business. And because customers have a good relationship with you, you’ll be able to keep hold of them. This creates up-selling and cross-selling opportunities. Selling to current customers is far easier than attracting new ones.
Great customer relationship management doesn’t happen overnight. It’s a journey. But it’s a journey every company needs to be on.