|
A well-defined CRM plan should be
able to achieve the true goal of CRM - making contact
with the right customer, at the right time with the
right offer, in the right manner and at the right place.
Clearly a lot of variables you would
say and you aren't wrong. But that is the level of customization
and personalization that is to be expected out of any
CRM strategy. Needless to say that if and when this
is achieved it can lead to tremendous growth in the
lifetime value of a customer and therefore the revenues
of the company.
The best part is that complicated as
it may sound, technology allows us to manage these variables
effortlessly, thereby creating a tremendous level of
personalization in interaction - a source of customer
delight.
In the previous
section, we have already understood the necessity
of developing databases as the basis for successful
CRM. We will now see how this is to be developed further
through a step-by-step approach.
| Step 1: |
Management and manipulation of
the database through effective tools that allow
database management by non-technical analysts.
To read more on database management, click
here
|
| Step 2: |
Email management of all the interactions
between the customer and company to present them
in a form that is sequential, easy to understand
and provides complete information. Details…
|
| Step 3: |
Integration of the above two
steps in such a manner so as to present an all-round
view of the customer. In addition, this should
also integrate the response of the individual
to various marketing campaigns.
|
| Step 4: |
Periodic generation of marketing
campaigns to entire or selected portions of the
database. This should include effortless campaign
management as well as response tracking. Details...
|
Efficient adoption of the above
4 steps will go a long way in ensuring customer delight
and optimum returns for your company.
|
