* A list held on a computer which can be used for contacting people quickly and easily.
Many businesses and organisations are not taking full advantage of the important developments in websites databases and communication.
Transform your companies ability to interact with customers and help your businesses increase sales and reduce costs...
Achieving financial goals requires businesses to keep the sales pipeline full...and with good customers falling by the wayside every year, to merely standstill a typical company has to recruit many new customers.
However, there is a very real risk that in attempting to recruit new customers that the existing ones become taken for granted and overlooked.
Avoid this mistake. A common feature of customer acquisition programmes is to offer new customers attractive incentives not available to existing customers. This might have some positive results in the short term, but in the longer term it begins to alienate loyal customers and creates churn.
One solution to the challenge of keeping the sales pipeline full is to look after the existing customer so well that they become ambassadors for your products and services. Through their positive experiences they can become secret sales agents promoting and recommending your company to others who they meet. A personal recommendation carries far more weight than any advert.
Many industries are facing considerable challenges in the 21st century, namely...
There is little doubt that the Internet has become pivotal to many businesses, but for most it will remain one part of the communication mix. It is possible to download e-mail at any hour of the day or night but you cannot download a pint of beer! Communicating via the keyboard can be quick and effective, but will never completely substitute personal relationships.
Databases will grow in importance as they become more widely used. Data and knowledge-sharing - collaborative working holds the key to delivering the highest standard of customer care.
With a well thought-out database it will become easier to automate many tasks, including written communication such as:-
This can be easily changed with a small investment. A business can start with one pc a Miraquel database licence and within twelve months have an accurate database, which could help them increase business by 10 per cent.
For a firm turning over £200,000 that would increase sales by £20,000 - probably 10 times the set-up costs for a pc and database.
Of the companies that have at least one database, these are often focused at the estimating, manufacturing or invoicing end of the business, not at managing customer relationships.
These databases were not intended to be used for CRM - they often do not allow for the easy production of:-
1. To maximise productivity and to create the customer-centred business which customers demand, businesses need to capture customer information. This can boost productivity through linking to the Microsoft Office suite of products in particular Word.
2. Share knowledge and customer information within the same site and between remote sites.
3. Internet connection and e-mail facilities for all customer-facing staff and key production staff.
4. Use the database to generate management reports to avoid the duplication of effort. Develop tools to access the latest data while out of the office.
5. Monitor historical customer buying patterns and forecast their future purchases.
6. Capture customer and prospect data directly from the website to save repetitive typing of information.
7. Develop direct network links to lock in key customers and suppliers.
8. Technology for its own sake will not deliver benefits to either the customer, employee or shareholders. It must be part of an comprehensive strategic plan.
9. Monitor who your best performing staff are and replicate their good practice.
10. The rate of technological change is fast and the pace is increasing. No business can allow itself to fail to embrace new methods of working. Those who do nothing today will be left far behind in the race for market share.
If your business database is not in good shape, it is likely to be a key obstacle to success, to give yourself the best possible chance of achieving your goals why not invest in a free demonstration at your office.
The bridge from the present to the future... - what are the key pillars?
The list below provides a flavour of the steps which might be taken.
A willingness to develop technology taking into account:-
Miraquel's aim is to help businesses implement changes in working practices using new technology.
To review creating a Client Relationship Management culture in your business explore CRM Explained.