What is meant by Customer Relationship Management?


Customer relationship management is a digital marketing strategy that focuses on building a long-term relationship with your customers. Customer relationship management focuses on the long-term value of the customer, digital marketers focus on lifetime purchases, word of mouth marketing, and customer loyalty when planning their digital marketing plan.

Customer relationship management involves collaborating with your customers so that they can understand your business processes, and strategies, so can support your business brand development and maximize your business return on its investments.

A simple CRM modelOpens in a new tab. involves marketing your business to your prospects, converting them into customers, communicating with your customers, and building a bond with them, so that they can become your business advocate- a business advocate is a long-term customer and is able to upsell and cross-sell your business to their friends and networks.

CRM in the Cloud is cloud-based CRM software for small businesses to manage customer relationships for the sales & marketing teams. The software helps to improve teamwork and create stronger relationships that help companies in increasing their revenue. CRM in the cloud also provides access to data and information anytime and anywhere from various devices such as PC, iOS, and Android mobile phones, tablets, and browsers.

What is the role of Customer Relationship Management?

customer support

CRM technology can be used in digital marketing to help them understand the customers better and help them to sell more effectively. It has also helped organizations improve customer interactions and provide better customer service to different audiences from different locations.

At the core the customer relationship management is maintaining a good relationship with your customers, this reduces the costs associated with acquiring new customers. As a business owner, the costs of acquiring a new customer are higher than that of maintaining customer relationship management in your digital marketing plan. The costs of acquiring a new customer are offset by encouraging repeat customers.

Data Management Process infographics
Data Management Process infographics

Customer relation management:

  1. Increases return on your business investment.
  2. Improved customer loyalty.
  3. Improved business processes and services or product delivery.
  4. Decreased business operational costs such as marketing and acquisitions.

Why is data important in CRM?

A good customer relationship management program starts with data, you will need to understand who are your customers, and what they need from your business, you should also understand your competition and why they should choose your business over your competitors.

crm features and functionalities infographics
crm features and functionalities infographics

It’s also important to understand the demographics and statistics relating to your customers such as the number of customers their age and what they need in their day-to-day lives. Knowing why other customers don’t buy from your business is also important for effective customer relationship management optimization.

There are several considerations before collecting data for your customer relationship management:

  • Commercially relevant information.
  • Customers’ contact information from contracts, quotes, and conversions.
  • Information sent to customers.
  • Valuable information or products to your customers.
  • Legal implications around data, products, services, and customers’ privacy.

Effective customer relationship management approaches create a powerful digital marketing and referral program that delights your business customers and fosters positive word-of-mouth marketing.

What are the steps of CRM strategy?

customer service support

Before you can start implementing a CRM system in your company, you need to identify the different stages in the customer relationship management process. If you are using a CRM system for the first time, you should look at the different stages of the customer relationship management process.

The steps of customer relationship management depend on your business approaches to customer relationship management, is your focus on marketing, sales, or service perspective, below I will highlight the steps to customer relationship management depending on the sales and marketing customer relationship management approaches.

CRM services are provided by CRM companies through CRM consultants, CRM experts, and CRM technicians. CRM consultants can help you implement CRM solutions, CRM experts can help you to test the efficiency of CRM solutions and CRM technicians can offer support and maintenance of CRM solutions.

What are the three phases of consumer touchpoints?

The first step towards creating a CRM Strategy is understanding customers touchpoint phases:

CRM should entail not only putting in place customer-centric procedures and taking technology into account but also adopting customer-driven processes. The customer can often drive the business, thanks to advancements in digital technologies, increased client involvement, and the introduction of mass personalization.

  • Pre-purchase or pre-usage customer touchpoint.
  • Purchase or use customer touchpoints.
  • Post-purchase or usage customer touchpoints.

CRM Marketing Strategy.

Some CRM marketing strategies are more effective than others. When developing a CRM marketing strategy, you’ll want to consider these things:

  • The type of CRM system you use.
  • The type of CRM marketing strategy you use.
  • The type of marketing you use, such as social media marketing, email marketing, or other methods.
  • The type of CRM system you use to track your contacts.
  • The type of CRM marketing strategy you use to track your contacts.
  • Which CRM software do you use to track your contacts.

How do you develop a CRM marketing strategy?

You have probably heard of CRM, but you might be wondering what a CRM marketing strategy is.

A CRM marketing strategy is a strategy that uses the customer relationship management (CRM) system to help your company market its products and services. A CRM marketing strategy will use the marketing process to attract, nurture, and close sales of your products and services.

A CRM marketing strategy is a marketing strategy that is done on a regular basis and is implemented by using a marketing automation system.

Customer relationship management should be an integral process in your digital marketing strategy customer touchpoints, when looking towards implementing customer relationship management in your business these are the key implementation strategies you should consider:

crm data quality infographics
CRM data quality infographics
  • Maintain your CRM Data to improve its quality.
  • Use personalized targeted marketing and profiling across different marketing strategies such as social media marketing, email marketing, content marketing, mobile marketing, etc.
  • Use product differentiation strategies and deliver a variety of products on your digital marketing strategies, at the right time.
  • Understand your digital marketing plan target audience needs and wants, and match that knowledge by delivering their needs and wants in your marketing strategy.

How do I create a CRM for sales?

  • Ensure all products or services are ordered by the client and the right one.
  • Ensure you have a sales process and it’s followed throughout your sales strategy.
  • Include products or services purchasers in a group such as a forum, chat group, or community group.
  • Include contact points between your sales team and customers at the point of sale.
  • Improve the service delivery fulfillment through emails, social media, telephone, and interactive voice support management.
  • Build a problem resolution system in case there are problems in the service fulfillment process.

What are KPIs for CRM?

  1. Inventory Management: A company should be able to manage its inventory efficiently. It should be able to track the availability of stock and determine which products to order. It should also determine the best time to make an order. Inventory management is the process of planning and controlling the storage and handling of a company’s valuable products and services. Inventory management is a critical process because it is the primary source of revenue production. Inventory control is planning the amount of inventory needed to meet the company’s requirements. It is also important to control the expiration date of the inventory.
  1. Service Level Management: A company should be able to manage its service level effectively. It should be able to predict when it will be able to serve a client and when it can expect to make a delivery. It should also be able to manage the status of any requests.
  2. Financial Management: A company should be able to manage its financial situation effectively. It should be able to forecast its cash flow and project the cost of its operations.

James Ndungu

James is a one-on-one business consultant who helps CEOs, executives, and solopreneurs build their personal and professional branding.

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