Top 5 Reasons to Start Using a CRM System Today

by / Friday, 19 April 2013 / Published in iCORE, Technology


If you’ve spent any time in a sales role, you know that retaining customers is far more profitable and rewarding than spending time scouring for new clients. You also understand the importance of maintaining happy customers and achieving excellence in service. Happy customers provide the basis for recurring revenue as well as referrals to new customers. Not to mention, building win-win relationships with your clients can be extremely rewarding.

As dedicated client advocates, we’re always keeping our eyes peeled for new research and trends in enhancing client interactions. Below are the top 5 reasons that we came across for using a CRM system to enhance client relationships.

1. Keep your promises.
Promises, even small ones, are important for customer satisfaction. If you say you’re going to do something, from calling on a certain date to sending follow-up information, then do it. By tracking your customer contacts, CRM helps you to keep the promises you make.

2. Refine your customer contacts.
With CRM, you have the information at your fingertips to focus on what’s important to your customers and to eliminate the things in which customers aren’t interested. CRM can also suggest cross-selling and up-selling opportunities from the purchasing patterns of your consumers.

3. Keep in touch with your customers.
Part of customer retention is regular contact at appropriate intervals. Different points in the sell cycle require different levels of contact with the customer. But there’s a certain basic level of customer contact no matter what the stage of the sell cycle. That basic contact, by email, postcard, phone or in person, keeps your company fresh in the customer’s mind and reminds the customer of what you can do for him or her. By maintaining a reminder file, and even generating email or sending post cards automatically, CRM makes it easy to maintain that basic level of contact.

4. Stop annoying your customers.
While customer contact is vital, too much of the wrong kind of contact is counterproductive. Too frequent contact to no good purpose or stressing the wrong products to the customer can hurt, or even end, your relationship with the customer.

Contact at the wrong time can also be detrimental to your customer relationships. Find out what days and times customers prefer to be contacted directly and limit your contacts to that schedule. The information in your CRM database can help you do this.

5. Stay on top of long or complex sell cycles.
The longer and more complex the sales cycle, the more important CRM becomes. CRM helps you stay on top of the myriad details, from contacts to unresolved issues, to the timing of the next contact.

You can also use CRM to record waypoints in the selling process. If a customer needs input from an upcoming departmental meeting, you can put that information into the CRM database and use it to time your next contact with the customer.

Content courtesy of Inside CRM.   Full article available for download from Inside CRM.