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CRM is typically characterized by continuous contact, shared expectations and mutually beneficial relationships evolving over time. The post-sale period must be carefully managed. Thank-you messages are courteous and business-like; progress reports may be useful in some situations.
Make a point of contacting clients informally several times a year, in addition to holiday messages and regularly scheduled service contacts. It can add up, but today’s SBOs and independent professionals have a really simple and powerful way of delivering much more value to clients with less effort, since virtually all client service contacts can be automated.
E-Communications – It’s Expected!
People have come to expect email service notifications and other communications…everything from thank-you notes, birthday and holiday greetings to cross- and up-selling messaging. If you’re not using automation technology and a Web presence to
max, you’re at a disadvantage (because your competitors are!).
At same time, a lot of businesses are slow to acknowledge customer inquiries and service requests. Business research firm, Jupiter Research (http://www.jupiterresearch.com), found that nearly one-third of companies either took three days or longer to respond to customers' email inquiries or never responded at all. Bad on them!
But that can all be fixed with automated messaging built into e-mail systems. Meeting basic customer service needs in these ways improves persistency and client loyalty.
Just as understanding people you're looking for makes it easier to find more of them, a market’s unique make-up can help you tailor appropriate client communications. As consumers become increasingly sophisticated, so does benefit of targeting client communications, not just promotional messages, to their needs, interests and buying behaviors. With today's technology you can readily customize client communications to each market segment.
Smart CRM – Another Way to Succeed
CustomerThink Corporation’s Bob Thompson: “Said another way, you can succeed with CRM by being SMART: Define a customer-centric Strategy; use appropriate Metrics ; ensure your organization is Aligned with your objectives; Redesign work processes as needed; and use appropriate Technology tools as enablers. But it all starts by putting your customers first and creating a better relationship with them than your competitors offer.”
Want More? Send questions and comments to w.willard3@knology.net.
Bill Willard has been writing high-impact marketing and sales training for over 30 years—but as Will Rogers put it: "Even if you're on the right track, you'll get run over if you just sit there.” Through interactive, Web-based "Do-While-Learning™" programs, e-Newsletters and straight-talking articles, Bill helps small-business owners and independent professionals get the job done.
