Benefits of Customer Relationship Management systems for businesses        
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Benefits of Customer Relationship Management systems for businesses        

Benefits of Customer Relationship Management systems for businesses

Behind many happy customers is an intuitive Customer Relationship Management (CRM) system keeping your employees in-the-know and your customers impressed with their quality of service.

But aside from keeping your customers happy, and willing to spend either in-store, on the phone or from your e-commerce website, they have many more advantages too…

Improve your customer service

By keeping a record of your customers’ previous purchases and how often they buy, you can start to understand their buying behaviour and improve the level of service they receive.

Whether this is a friendly call around the time they usually renew their order or a kind email offering a discount on a product they love, you’ll get in their good books and stay there.

Being attentive and making customers feel special will keep them loyal to your company and hopefully spread the good news about your excellent customer service.

Save money

According to the loyalty business model which was first conceived by Kaj Storbacka, Tore Strandvik, and Christian Grönroos in 1994, it is cheaper to retain customers than to source new ones.

Promotional and marketing activities cost money and, more often than not, it could have been saved by improving the number of customers returning to your physical or online store – your CRM tool can help you do this.

Although the majority of CRM software comes with an up-front price tag, this money is quickly returned to the business through cross and upsold products.

Retaining customers needn’t be the bane of your employees’ lives; a fully-utilised CRM tool can save money on training costs and generate a constant stream of warm leads for your staff.

Record vital information

The standard practice with modern CRM software is that it keeps a log of all client interactions in one place. This means that whoever a customer or potential customer spoke to, the next member of staff can pick-up where they left off and complete the order to the satisfaction of any buyers.

The best tools know whether you spoke to the customer via email, telephone or face-to-face and keep all staff in-the-know – avoiding customer complaints, frustrations and improving the quality of service the client receives.

Keeping an on-going record of customer data means staff are able to access a snapshot view of contacts and order history in one place. This helps them know where customers are in the sales cycle and many CRM tools offer prompts and reminders when the optimum time to re-contact clients draws near.

Share important documents

The centralization of contact details and communication logs means important documents, contracts and completed order forms can be easily shared between the customer (as a confirmation email), the CRM staff (to log the cost and quantity of the sale) and the warehouse/distribution facility (to send the order to the customer).

No longer will customers be frustrated that the person they spoke to last time is unable to take their call – the CRM tool can detail all issues discussed so the next staff member can offer the same level of high service and pick up where they left off. (Customer Relationship Management)

However, not all information, especially if it is confidential, needs to be shared with every member of staff. The majority of modern, cloud-based CRM software, such as the options offered by TSG, allows administrators to set permissions so data can be accessed by select individuals or viewed by whole teams if necessary. This is especially useful if staff from different teams is collaborating on a single project.

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