CRM means lots of different things to different people and nothing to others. Regardless of this, whether you use a spreadsheet, Outlook or have an ‘all the bells and whistles’ system you have a CRM system. CRM is not a standard, it is all about how you efficiently manage your customers and prospects, which will be unique to you.
Increasingly though, we are seeing customers demand their CRM to do more Lead Generation with new data - but as importantly with existing information, and this makes sense. CRM should hold all your customers and prospects. Using it as a marketing tool is the next logical step. Using and pooling information about customers and prospects will increase your company’s efficiency at closing more deals and deepening your relationships with existing ones.
When did you last email or contact a list of:
- Prospects where you lost a deal over 6 months ago?
- Customer with a follow up 2 months after they purchased from you to see how they were getting on?
- That prospect that visited a particular webpage but you could not get hold of them?
We all have systems full of valuable information that are gradually losing value. Profiling and then creating email or call campaigns from your CRM is vital to your profitability and growth.
By James Bogue, Director, webCRM UK Ltd