One of the most (or maybe THE most) useful business practices for sales & marketing is knowing everything about your customer! I have always been fascinated with the amount of information that can be collected and managed with a good CRM system. CRM falls under the umbrella of Business Intelligence and can help you make better business decisions through the use of a broad category of management information systems, applications and technologies for gathering, storing analyzing, and providing access to data. CRM can actually be defined in a number of ways. Some people stress the significance of information technology in CRM, and some believe it is a functional marketing strategy. CRM is an IT-enabled business strategy, the outcomes of which optimize profitability, revenue and customer satisfaction by organizing around customer segments, fostering customer satisfying behaviors and implementing customer-centric processes. CRM touches the organization as a whole: marketing, sales, IT, logistics, finance, production and human resource management.
CRM, which stands for “Customer Relationship Management,” requires a customer intimate strategy and a “relation marketing” philosophy rather than a transaction marketing philosophy. A great CRM strategy builds strong relations with customers and fosters loyalty, which offers a significant layer of protection against competitors. Loyal customers can be more profitable as well. Consider the cost of winning new customers and it becomes clear that nurturing customer loyalty will lead to Raving Fans for customers which will send new business your way. CRM solutions allow organizations to deliver products and services on time and above customer expectations. CRM is not just about installing a program on your machine and hoping it works; it starts with changing the current strategic discipline to a Customer Intimate Discipline.
What are you doing to enhance your relationships with your customers? Leave a comment below and let’s start a conversation.
About the Author
Enrique Birriel
Account Manager
Prior to joining BCS ProSoft I was in the health and fitness industry for 5 years. During that time I obtained both a BSBA and MBA in Marketing. One of the most important things that I obtained from working in the health industry, was the level of customer service that I held for each person I interacted with. Back then, I was solely concerned with the client’s health and fitness needs. Now I’m focused on your organization’s business needs and assisting you in reaching your operational vision. I am also here to help you find the resources you need to implement a new business process or strengthen your current one.
I speak Spanish fluently and functional in French and I am eager to learn Portuguese. I like to read about Ancient Latin American, Middle Eastern and Hindu Civilizations as well as watching documentaries about other cultures. In addition to these extra-circular activities I am part of the music ministry at my church and volunteer for functions at church in my spare time. I also enjoy mountain biking, taking spin classes at my local gym, playing fetch with my dog and spending time with my family and friends.
