Between this situation ...
Company: Pickles La Salesa. Good Morning
Customer: Good morning, I'm Fulanito Pérez and I'm calling from the company La Comedora feliz. This is the third time I have called to claim an order that I made two weeks ago.
Company: Excuse me, Mr. Pérez, do you remember the name of the person who attended you?
Customer: And what do I know? I suppose it would be Mr. Encinas, who is the salesperson who runs my account.
Company: Okay, don't back out.
… And this other…
Company: Pickles La Salesa. Good morning Mr. Pérez, how can I help you.
Customer: This is the third time I have called to claim an order that I made two weeks ago.
Company: Certain. Here I see that he has called three times and that he was attended by Mr. Encinas. As I can see in your client sheet, the order has already been sent, it left yesterday at 5:50 p.m. from the Zamora offices. I'm going to check the status of the shipment ... Do not leave the phone ... Yes, indeed, they tell me that at 8:30 this morning they will deliver. Sorry we did not notify you in advance. Would you like anithing else?
… mediates a CRM system
This is just an example of how a CRM solution (Custom Relation Management) make it possible to manage the relationship with customers more effectively. It enables the receptionist, for example, to know who is calling before picking up the phone (Mr. Pérez) and, with a simple code, access all the information on it, which, in addition to facilitating the management of their incidents, offers an image very different from the company.
However, for an application to make sense, there must first be a CRM strategy in place in the company. That is, a way of doing things that involves collecting all possible information from customers and then analyzing it. In this way we can better adapt our offer to the demand and carry out the correct follow-up of the client.
Closer to the customer
The suitability or not of the CRM applications will depend not so much on the type and size of the company as on the sector, the volume of clients and the number of people who are in charge of the commercial part and, above all, “on the memory that each one has. The neighborhood baker is doing CRM when she sees a customer come in and knows exactly what kind of bread she wants, if she has received the order of muffins she likes the most or if, since it is Tuesday, she will also take candeal bread ", says Fernando Rivero, director of the Spanish Marketing Association and managing partner of Tatum.
In summary, CRM, as a solution and as a strategy, has three functionalities:
Sales manager. It is about collecting all the information from your customers (location data, number of orders, number of visits, contact persons if there are several, size and type of products, periodicity, payment methods, delivery times, preferences, tastes , trends ...) and about your commercial activity (appointments of the commercials, last visits, duration of the same, conclusions, orders managed, incidents resolved). Its correct use generates new sales opportunities, streamlining management, updating budgets in real time, better time management and optimization of sales processes.
Marketing manager. In addition to collecting the data, the ideal is to analyze it. This is when things start to get more complicated if we only do CRM with a database or an electronic agenda. With technological tools, you can cross data and segment customers based on a series of parameters, which are usually adaptable to your business. And, from this analysis, it is possible to detect different customer targets both in terms of purchase preferences and periodicity; through which channels they buy or come to your company, and thus launch campaigns through other channels.
"These tools allow us to analyze the return on the investment we make in marketing and carry out more adjusted and effective actions," adds Maureen Manubens, product manager at Microsoft Dinamic CRM.
Detecting new business opportunities, integrating all company communications, adjusting investments, converting potential customers or cross-selling are some of the improvements that are achieved with the implementation of CRM.
After-sales service manager. And finally, we cannot forget the last part of the sale: the after-sales service. With the CRM applications you can also manage incidents, collect and manage complaints and claims, create databases of the most common claims, analyze the status of shipments, adjust delivery times, manage collections, specialized advice ... In short, build customer loyalty .
According to data from PriceWaterhouseCoopers, a CRM allows increasing market share to 5%; improve sales force performance by up to 25% and increase customer loyalty with 25% as well. "Goldmine, for example, has studied that the incorporation of CRM allows increasing sales by 20%", says Rodrigo Gallardo, Goldmine's product manager for Spain.
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