Entirely Marketing

MANCHESTER MARKETING OPINION


Why Customer Relationship Management is an essential ingredient for business



Keith Irwen

KEITH IRWEN | Leviosa Director and Act CRM Specialist




Why Customer Relationship Management is an essential ingredient for business

Having a good CRM in place is an essential ingredient for good business. Not having it would be like having fish without chips or bacon without egg.

Getting the right recipe

Firstly, and most importantly you need to understand what CRM is. CRM or Customer Relationship Management is the way you conduct your business with customers, the strategies you have in place to analyses customer interactions and data as well as the technologies – which are there to support you throughout the customer lifecycle.

The reason for CRM? Simple. To improve business relationships, assist in customer retention, help with interactions with potential new customers, help you and your teams be more organised and ultimately make your business more profitable.

Having the right cutlery in your draw

A good CRM system gives you the right tools to help you organise your contacts, sales, productivity and much more – so that it can be translated into useful business information.

It helps with making sure contacts are stored properly, so you are not scrambling around in search of a mobile number. And it helps you know what your customer likes so you can strategically plan for future orders.  

So what are you risking by not having a CRM system in place? It could mean missed opportunities to cross or up sell to your existing customer base, missed opportunities to attract and retain new customers and could mean you have no way of assessing and improving customer satisfaction.

No need to order the most expensive item on the menu

"A good CRM system gives you the right tools to help you organise your contacts, sales, productivity and much more so that it can be translated into useful business information."
Keith Irwen



Getting good CRM does not mean that you have to spend a small fortune on software. Choose your system wisely. Make sure the provider of your CRM system has a good understanding of your business – if they don’t, it may be setting the system up for failure. It is good CRM on the provider’s part to know what to recommend.

CRM systems are the enabler to good CRM. Yes, you should have one in place but it is just a way of helping you achieve good Customer Relationship Management. Planning and project management are also keys to success, building trust and relationships, knowing when a face-to-face meeting is best or a call to see if they are satisfied, will keep your customers coming back for seconds.

Service with a smile

Make sure when you are transitioning into a new CRM system that you start off simple and produce results quickly to highlight the benefit of having the system in place to the rest of the organisation and to yourself. Your staff need to be on board with the CRM strategy and the systems in place to help achieve it. Make sure they are upskilled as to the benefits of CRM and are given time to implement it, which ultimately will make their jobs a lot easier and keeps them and the customer happy.

The full banquet

CRM is just one course in your whole business banquet and like everything else that you do in your organisation – it should evolve and be continually be improved upon.

A good CRM system should be able to answer two key questions. What is my company’s business practices and what are my relationships with my customers like? If you don’t get an understanding of this – then your CRM system is worthless.

But get it right and you will be cooking on gas!

If you would like to talk to Leviosa about how to have a good CRM in place and what the right recipe for you – click here.

 




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