Customer Relationship
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Customer Relationship
Customer relationships is the only thing that cannot be replicated by a competitor.
Sensex is high, Gold is costly and properties are not affordable. So invest in customer relationship. It is the only investment where you get guaranteed return.
Good customer relations boost sales, as it is easy for customers to repeat-buy during their lifetime. Excellent CRM systems can predict customer preferences and prompt customers with tempting offers when they are ready to buy.
Good CRM systems identify potential customers who are about to leave, pre-empt them and trigger win-back programmes. Customer service creates brand loyalty.
Boost profits
Marketing to existing customers and referred customers costs a lot less than marketing to new customers. It is ten times more profitable selling to existing customers. It is important to retain old customer than acquiring new ones. Retaining happy customers boosts profits.
Database asset
CRM creates quality database which is a real asset to a company. Some companies quantify the value of their database by calculating lifetime values of different customer profiles.
Resources required for maintaining customer relationship
CRM fails without the support of senior management and all stake holders. CRM implementation is, expensive and time-consuming and requires extra resources, training and motivation programmes.
It is a long term investment and reduces regular advertisement cost. Every stake holders have to join hands to satisfy customer.
Companies who do not appreciate the importance of an effective complaint handling system risk internal friction. This may lead to a vicious circle, as internal friction generates poor motivation, staff disloyalty and bad service. This is why customer loyalty and staff loyalty are closely linked.
Effectively, marketers need to take control of CRM to ensure a cohesive, integrated system adopted by all departments. Companies commit suicide by:
1. Ignoring customer e-mails.
2. Failing to get to know customers.
3. Failing to satisfy customers.
Why CRM fails
Organizations have steadily got worse at CRM because of the lack of a customer-driven culture (failed leadership), poor CRM project management skills and constant cost cutting.
CRM success
The CRM presents a golden opportunity to create competitive advantage by developing a system that creates value or adds value to customers experience. It brings them closer to the organization, listens to them, help data collection and serves their needs better than before. This grows sales from repeat sales.
The CRM philosophy
A real CRM philosophy views customers at the centre of the universe. This customer focus requires a longer-term, strategic view of the business as opposed to a short-term transactional marketing approach that focuses on quarterly sales results.
Mrs. Kamal Balchandani,
Managing Director,
IDMS,
www.intdigiservice.com, idmsinfoquery@gmail.com.
Companies who do not appreciate the importance of an effective complaint handling system risk internal friction. This may lead to a vicious circle, as internal friction generates poor motivation, staff disloyalty and bad service. This is why customer loyalty and staff loyalty are closely linked.Effectively, marketers need to take control of CRM to ensure a cohesive, integrated system adopted by all departments. Companies commit suicide by:1. Ignoring customer e-mails.2. Failing to get to know customers.3. Failing to satisfy customers.
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