Don’t Just Manage Your Contacts, Create a True CRM System

From the rolodex to spreadsheets to Outlook to a shared database of names, keeping track of customer contact information has come a long way. But in today’s competitive business environment, you need to know more than just your prospects’ and customers’ name, address and a few random notes. An integrated software system will take all of that information and combine it with other key pieces of information to help you move to a true customer relationship management system to help you make strategic decisions.

Improve Customer Relationships, Increase Sales

Improve your relationships with your customers and you’re more likely to increase your sales. True customer relationship management is about knowing your customer -- understanding more about them and being able to direct them to and provide them with the information they need based on a pattern of behavior. With an integrated software system, past purchases can automatically trigger suggestions for add-on products. Track what product or service has been offered to a customer in the past and how they responded. You’ll be able to offer the customer exactly what they need, when they need it.

Understand Your Customers’ Specific Needs

Wouldn’t it be great to know exactly what documents or white papers a customer or prospect has downloaded from your website and then use that information to speak very specifically to them? You’ll know exactly what to bring up in your next conversation. An integrated system can help you pinpoint customers’ needs. If a customer or prospect has requested information on a particular topic, you can collect their information and personally invite them to your next webcast on that topic or to visit you at an upcoming trade show. An integrated software system allows you to nurture prospects and customers alike based on all of the information you’ve gathered. You become more strategic, catering to each audience.

Improve Profitability

When you know and understand your target personas, you’ll speak their language and reach them more effectively. In response to this personalized approach, they’ll listen to you. More listeners means more downloads or contacts and you become a trusted advocate for their business. The end game, of course, is increased sales and profitability, but this all comes through the process of being able to hone in on customers’ needs. An integrated system allows you to understand a customer’s industry, sub industry, buying behavior and the marketing efforts that spoke to them. You’re able to drill into their behavior and sell the right product or service at the right time. And when you focus on reaching the right customers in the right way, you become more a trusted advisor.

These are just a few of the capabilities and benefits available to you with an integrated software system. Need even more reasons? How about:

• Streamlining your sales and marketing processes
• Increasing the productivity of your sales group
• Creating and capitalizing on cross selling/up selling opportunities
• Improving customer retention
• Reducing expenses and increasing marketing ROI with more focused efforts

You’ve always wanted to do more with your customer data. Now you can.

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