Customer relationship management, or CRM, is the process of managing your client interactions in order to build mutually beneficial, competition-blocking, enduring relationships.
By capturing insightful information about your constituents’ preferences, lifestyle and home, you and your team are better able to personalize your offerings and communications more consistently, efficiently, and effectively.
Organizations that capture and leverage client information typically report growth in revenue, higher profits, increased loyalty, and smoother, more streamlined workflows. The best way to gather and organize that client information is with a CRM solution for your PC or network.
The biggest challenge you face today is in understanding the needs of your constituents, getting your arms around their preferences, and holding onto them for the long term. As well, stakeholders, clients, and constituents today are seeking a provider they can trust, one that is responsive and engaged.
Steve Firszt, head coach of Fast Forward Business Coaching, states it simply, “Make sure the people who already know and trust you never forget you. You need them to remember you.”
To maximize your relationship-building and referral opportunities with that established clientele, Firszt recommends reaching out to them 10 to 12 times a year with newsletters, relevant product announcements, service offers, and even personal information their professional anniversaries, for example, or items relating to their work environment. This type of relationship development is impossible if all you’re working with is a cell phone number.
CRM systems and client personalization programs are aimed at clients, donors, stakeholders, etc., helping them to feel unique, special, and understood. To do that, reach out to peers in buying groups and trade associations as well as on-line social networks and forums. Solicit real industry-based experience with CRM strategies and tools.
Then, after you’ve selected a program, start your CRM strategy. Together, with employees and business partners, gather insight, personal details, and lifestyle “buttons” about clients.
The more you know about someone, the better able you will be to sell to them.
Here are five more reasons to get moving with customer relationship management:
CRM helps you to administer the marketing process. You’ll be able to plan and execute strategic interactions, and the programs will also help you manage the process along the way.
Bill Johannesen is managing director of Vision Werks Consulting LLC.