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CRM is a winning business strategy

Customer Relationship Management (CRM) is all about the finding, acquiring, and retaining the best, most profitable customers.  CRM systems offer an easy to use and automated means of managing the loads of valuable information about your company accounts and the various dealings with the people.  With successful CRM in good working order you can use this knowledge database to make faster, smarter decisions. You can work more productively by focusing on the best customers and new prospects, making sure you are top of mind when your company's offering is needed.

Successful CRM appreciates in value

CRM as a strategy places the customer at the center of a business.  When properly implemented, the goal is to give progressively 3_Pillars_of_Business_Success_with_CRM-_200_resizeddeeper information about customers - information that supports the business areas of marketing, product planning, sales, service and support.

The goal of this customer-centricity is to promote customer loyalty, increasing the lifetime value of each relationship.  As the value of customer relationships increase so will the value of the business.  CRM in place is an asset that appreciates the value of your business.

CRM has matured in the small business and corporate settings, achieving recognition as a "must-have" improvement technology. Now award-winning CRM solutions like bpm'online with built-in business process management, Infor CRM or Swiftpage Act! contact management make it possible for small and medium-sized companies to automate their own practice of CRM.  

With the every changing business environment you'll need an adaptable CRM system that works the way you do business now and into the future.  Modern CRM provides that all- important  24x7 x365 mobile web access by mobile smart phones, tablets and laptops.

CRM is a business strategy focused on maximizing value of your business through winning, growing, servicing and keeping the right customers. It centers business operations around the customer and better ways to serve them.  As a business strategy, CRM helps a company stay focused on delivering the best services and products to the appropriate target customer.  It enables any representative of the company, whether sales representative or service person, to remember who they are talking to, no matter what the transaction might be.

We had a client's company president state, "CRM makes our people look much more professional."  The sales rep can become smart about the open service issues or sales order status before they make a follow up phone call.  The customer service rep can ask better clarifying questions when a customer calls because she has easy access to what has been happening in the account - maybe a service issue has been resolved or they can confirm a scheduled meeting with their account manager for next week.  CRM's central focus on the customer links strategy to operational effectiveness.


Customer first Strategy bring Change

Business success with CRM entails changing our processes, systems and culture.  The shift to customer-centricity has implications from the entire organization, requiring changes in your business culture, processes and supporting systems. When organizations are configured on a product-focused basic, they tend to align the organization along product lines with supporting processes and systems revolving around those product lines.  


Shifting to a customer-centered approach requires realigning everything

around the customer and retooling processes and systems accordingly.


CRM is Comprehensive

CRM affects all aspects of the customer interaction, whether marketing, sales, or services related.  At every step of your business process, from initial prospect contact, to follow up communications, to placing an order, to service delivery, and managing ongoing relationships.  These are opportunities to build upon and manage the customer relationship more effectively.


CRM encompasses the "customer facing" functions of sales, marketing and customer service as well as back-office operations and new product development.  A fully developed CRM system will embrace tying in information from the related systems as needed.  Although initial implementation goals might focus on the front office, ongoing planning should address how these other areas will cooperate with your CRM initiative.  For a small business is may involve integration with Quick Books, Peachtree or Sage 100/200 (MAS 90).  



CRM Helps you put the customer first

Customer-centricity, or organizing the entire small business or enterprise around putting the customer first will drive redesign of company processes and workflow.  This is enabled through the use of the appropriate CRM technology solution to meet the new objectives of the organization.

People and CRM - Download Now


Key factors include:

  • Enabling the identification and targeting of the company's most profitable customers, supporting the management of marketing campaigns with clear goals and objectives, and the generation of quality leads for the sales team.


  • Improving the lead qualification, account, call-center and sales management by optimizing information shared by multiple employees. Additionally streamlining existing processes such as workflow of prospect calls, alerting of new leads, automatically follow up activity generation.


  • Personalizing relationships with customers with the aim of improving customer satisfaction, the all-important "customer experience" and maximizing profits. CRM creates a two-way dialog between you and each individual customer.


  • Providing employees with the information and processes necessary to know their customer more deeply, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.  Business process management and workflow solutions are now more effective and valuable like those build into bpm'online CRM.


  • Summarizing trends so they appear more quickly so the business is less reactive and more proactive in meeting the customer requirements.  Today this is found in various business intelligence / analytics and executive management dashboards.

 bpmonline project financial analytics dashboard


Infor CRM advanced analytics


Yes there can be a lot involved. Having a strategic minded, experienced CRM business partner like Success with CRM Consulting who also can provide business success with CRM design, implementation and on-going support just makes life easier and much more satisfying.  We are just an email or phone call away - 269-445-3001

New Call-to-actionEditor's Note: This post was originally published in July 2014 and has been completely revamped and updated for accuracy and comprehensiveness.

Topics:   Appreciating Asset Make your business work smarter Better Decision Making Business Relationship Development CRM System Importance Acquire-Retain-Develop Business Intelligence Unity of knowlege and action Infor CRM ACT! Success with CRM bpm'online CRM Performance Metrics

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