Marketing ends up spending a lot of money on campaigns and activities that are not effective. What’s more, many times not even known which was the actual results of a campaign effectiveness. Sales ends up visiting a lot of poorly qualified prospects. The company ends up investing in the development of clients that are not really profitable or not have potential. Generates a quantity of material which is delivered to customers really not interested in this type of material, etc. The lack of detailed knowledge of the client is one of the aspects that most waste generated in a company. These are just a few examples of actual situations experienced on a daily basis.
In that way can CRM help to correct and improve many of these situations? In many ways. The development of a properly focused CRM initiative, can generate dramatic improvements in the productivity of the organization. This is achieved through a review and improvement in business processes, optimize the use of resources in each of these business processes, proper management of change and the implementation of technological tools that support optimized business processes. Contrary to what many people think, CRM is not to acquire or hire a CRM software, install it and then are already improving relations with customers. Nothing farthest from reality.
A well focused CRM initiative can help you: learn more about current and potential customers. Through a detailed process of segmentation and micro-segmentacion, you can identify behaviors, needs, motivations, and other characteristics of each of these groups of customers (may even study each client individually). Establishing the correct channels for interaction and a clear strategy for collecting information, you can achieve an adequate knowledge of your target market. Other key elements is the knowledge of the customer life cycle. This will allow you to identify points of interaction with the customer and strengthen their processes at these points.