Profit from customer information
How customer relationship management could boost your earnings
"Debbie, your ideas sound wonderful, but my problem is I don’t have a database to work from." The other 49 people shook their head in agreement.
�It never occurred to me that some small businesses might not have access to their customer information.�
This simple statement, said innocently enough, shocked me to the core. It was made after 50 business owners at a conference had listened to me extol the benefits of email marketing in my keynote address.
I’m a small business owner myself. Maybe it’s the marketer’s blood in my veins, but it never occurred to me that some small businesses might not have access to their customer information. Or that they wouldn't be using it cleverly for marketing. Because that’s how you get more sales and referrals - and sales are the lifeblood of most businesses.
Big companies do it
Have you ever telephoned a company to find that the person on the other end of the line has all your account details, as well as correspondence, at their fingertips?
CRM – customer relationship management - isn’t only in the domain of the large rich corporations. And it’s not just about customer information. It’s also about knowing where your business is and what the future holds. Every small business should and could practice it easily.
What is Customer Relationship Management?
You’ll find 1001 answers on the internet, but simply it is the term for methodologies and software that help a company manage customer relationships in an organised way. For example, you might build a database about your customers that describes relationships in enough detail so that managers, sales and support staff and even customers can use it in a meaningful way.
Something for everyone
For the management
�CRM systems can store the complete history of interaction between each customer and the company.�
For the marketing and sales teams
For the support and customer service teams
For the customers
Different information requirements
�Good information gives you the ability to sell more.�
Every business has different information requirements. What remains the same is that good information gives you the ability to sell more, lower your marketing costs and make better plans. You don’t need to spend a fortune, or implement a tortuous computer system that your staff will never use. CRM can be as simple as:
Debbie Mayo-Smith is an international motivational business speaker and author. She specialises in simple, easy and practical ways to improve your personal productivity and business profitability. You can visit her website at http://www.debbiespeaks.co.nz, or subscribe to her Business Tip Newsletter.