Drivers for investing in CRM

Just a 5% improvement in customer retention can increase profits by 25% or more. Customer Relationship Management will help you retain and serve existing customers, while attracting new ones.

CRM will help you plan and support:

• Marketing
• Sales
• Customer service and support

Each business comes to CRM for different reasons – its scope is huge. Here are just some of the drivers that may lead you.

Marketing

• “I want to email all my customers about a new product launch”
• “I want to write to all dormant customers requesting a meeting”
• “I want to create more leads through targeted prospect mailings”
• “I want to set up a database of companies for telemarketing”
• “I want to record the results of phone calls and schedule meetings for my sales team”
• “I want to record the cost of marketing activities and identify revenue returns from different marketing campaigns”

Sales

• “I want to increase the number of active leads each sales person can manage”
• “I want to increase the speed and reduce complexity of sales forecasting and pipeline management”
• “I want to prioritise sales people’s time and effort in winning critical deals”
• “I want to improve the consistency of our approach in selling key products”
• “I want to reduce the administration time for sales people”

Customer service

• “I want to increase the visibility of customer service issues throughout the business”
• “I want to resolve customer issues faster by identifying frequent questions and answers”
• “I want to record customer service level agreements”
• “I want to identify the most profitable support customers”
• “I want customers to be able to record issues on our website”
• “I want to prioritise customer support issues”