A CRM system is for more than just storage.
Instead of merely parking customer data for basic record keeping or auditability, you can use it to fuel accelerated business growth. By learning more about your customers, you’ll find which are most likely to deepen their relationship with you, continue to purchase in the future, and advocate for you with other potential buyers.
Implement a CRM system and you’ll have a wealth of customer information at your disposal, equipping you to succeed in an increasingly competitive marketplace.
To maximize the value of your CRM solution, you need to capture the right data, which speaks to the requirements you gather and how you implement the software.
Beyond diligent planning, however, you need to select software that can accommodate your business objectives and operating model. After all, you can’t analyze what you don’t capture from customer interactions. With an SAP-based CRM, you can create a 360-degree platform for learning about your customers, which you can use to refine your go-to-market strategy.
A carefully implemented CRM system supports detailed customer analysis, including online forms that show the important information you can apply to cross-selling and up-selling opportunities, as well as major account pursuits (for deeper penetration). The data resident in your system isn’t just an outcome of your client relationships – it’s a tool for shaping the future of those relationships, too.
The use of your customer data doesn’t stop at analysis: ultimately, it has to lead to action. Take what you learn about your customers, and formulate strategies with clear tasks assigned to specific people. Follow up to ensure that the intelligence you gather is yielding results, specifically sales and ROI. With this approach, learning from your customers creates more than knowledge – it creates value.
If your CRM system only governs processes and stores data, you’re overlooking significant potential. Use it to analyze, inform, and take action.
Listen to your customers, and they’ll reward your efforts.
How is your company using CRM to deepen relationships and drive strategy? Let us know in the comments below.
