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Customer Relationship Management is an essential business strategy, which puts the customer at the heart of your organisation’s processes, activities and culture. It is about using more organised and clever means to managing your customers to both the customer and your benefit. 

We all, as customers, have expectations about how we should be dealt with in any customer situation. Once we have dealt with an organisation once, we expect them to recognise us on subsequent visits or phone calls. How many times do you say or think to yourself… 

‘I have already given you my address details’

‘My credit card is the same one I used previously’

‘I called you last week and you said you’d call by Friday’ 

CRM ensures that the customer doesn’t experience any of the above dissatisfactions; in fact, it ensures that they receive a consistently excellent experience across your business. 

Within businesses, CRM is most commonly implemented with Sales and Marketing areas, where it is essential to know and understand your customer base. CRM is also implemented into Service areas to ensure Sales, Marketing and Service staff share the visibility of all customer interactions preventing costly mistakes and duplication of effort.

IT applications allow companies to implement CRM effectively.

CRM solutions allow the automation of sales and marketing processes and provide company-wide contact management. This is a single, company-wide view of your customers and the interactions with them. This means every detail of sales and marketing activities, as well as key prospect and client relationship information, can be tracked and made available across your organisation.  

These solutions enable your employees to be more effective, knowledgeable and without doubt, more professional in their existing roles. Prospects can be followed up quickly, as sales people have instant access to the information they need for effective closing. Marketing campaigns can be analysed for those with the highest return, and Service issues can be handled rapidly, with the exact nature of any problems easily located. What’s more, you are less likely to make some of the following business faux pas’…

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Marketing to people who have already told you not to

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Trying to sell to people who have outstanding complaints or issues with you

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Not taking the opportunity to cross-sell products or services

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Duplicating phone calls, emails etc to the customer’s annoyance

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Wasting money on marketing that is not properly targeted

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‘Losing’ follow-up information for potential sales and service issues

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‘Losing’ knowledge and customers when your staff move on

 

Some of the key benefits include: 

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Instant access and analysis of your sales pipeline, ensuring focus on the right revenue opportunities

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Increased productivity and customer satisfaction through automation of best practice business processes

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Organised and effective customer/prospect communication, through central contact records with recorded history

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Leads followed-up quickly and professionally

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Increased deal closure as sales teams have more time when routine sales and marketing processes are automated

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Marketing campaigns are easily measured, and ‘knowing what works’ allows improved focus on time and budget for the most successful strategies

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Seamless integration into your other business-essential tools such as finance packages and logistics, again making further efficiency gains.

Boost your ability to serve and maintain your customer base and increase your sales revenue and your profit margin.

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