Do you know how to create a CRM strategy? Admittedly, many managers have heard of CRM or Customer Relationship Management; after all, the term has been widely used on the Internet as well as in specialized publications. The problem is, with this popularity, CRM is treated superficially, without touching the true extent to which it applies to businesses.
Like ants and bees, man’s nature also leads him to live in community. The great proof of this is that since time immemorial we have found ways to generate healthy interdependence that benefits the entire community. This is what happens when we exchange or enjoy a public service, for example.
However, good relationships with others require ongoing care and work, and that is exactly what we will talk about in today’s article. Let’s look at how you can create a strategy for your company to maintain stable and profitable relationships with its customers. Check out!
What is a CRM strategy?
Customer Relationship Management (CRM) is an English expression meaning something like “customer relationship management”.
Many people are now used to associating CRM with the software image, but the term has a much broader meaning and represents a whole strategy for the company to adopt.
While software is now the centerpiece of the entire process, CRM strategies have been around for many years and were being implemented even when the personal computer was not yet an accessible tool for most people. .
We are talking, of course, about the small shopkeeper behind the counter, who writes down all of his clients’ important personal information, such as address, name, phone number, order quantity, products purchased, and many other categories.
What is the difference between an advanced strategy and a conventional strategy?
Did you realize that today’s big challenge is to make processes more efficient? At some point along the journey, we realize that human, social and economic development is not a linear climb.
The construction of hydroelectric dams, for example, is a necessary but insufficient measure for progress. At the same time, it is necessary to reduce energy consumption through greater efficiency of electronic equipment, avoiding waste in the form of heat, for example.
The same goes with CRM strategies! The old notebook in which the trader writes down the most important information from his clients is certainly better than nothing, but, according to the current reality, the practice can be seen as a very high investment to generate few results.
We say it is a high investment because manual data collection work can decrease efficiency and even the quality of customer service. The return, in turn, also leaves something to be desired, especially when compared to the results obtained with the software.
The software is able to gather important information about all company customers in real time and centralize it in one place. We can know, for example, when was the last time a particular customer visited the company’s website, what they bought in their last transactions, etc.
In addition, the system also displays all of this information in a format useful for strategic business management. The software itself makes automatic reports, checking and comparing data to help the manager make more informed decisions.
How to implement an advanced strategy?
It is important to emphasize, once again, that CRM is a strategy whose goal is to transform the entire company culture, placing the customer at the center of all processes.
Collecting and displaying all of this detailed and personalized information in real time about customers or prospects can bring numerous benefits, not just for the consumer but also for the company.
This focus can help, for example, to generate leads and convert them to sales. Sales teams now have a vast arsenal of information at their fingertips with just a few clicks, allowing them to devise the most efficient strategies and approaches.
To do this, we’ll look at some steps to implement a customer relationship management strategy.