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Who, What, When, Where, Why, How

Your business success requires that you know the answers to these questions regarding your customers or constituents. It’s valuable to build an information base in your CRM that includes data about who your customers are, what they want, where they are in more than one sense of the word, and when they are ready for which types of interaction with you. It’s at least as important if not more so to know why and how they do what they do.

Read our post about Who and What here.

Read our post about Where and When here.


Do you know each of your customers’ “why”? What motivates them? This touches something much deeper than the obvious business objectives. Increased profits, larger market share, and retirement goals grow out of why your customers do what they do. “Why” involves their identity, beliefs, and values. With insight into these internal drivers, you can strategize individualized approaches that will appeal to what is most meaningful to them.

What your customers say they want and why they want it are two different things. What emotions and life circumstances are behind the need or desire? Here’s an example: A real estate agent needs to know why a client is seeking a 4-bedroom house instead of a 3-bedroom.  What she shows and how she presents it will differ widely depending on whether that extra room is for an expected new baby, an elderly parent moving in, or a home office.

Good questions to ask include:

  • Why are you looking to (insert whatever they’ve indicated they are looking for)?
  • Tell me more.
  • What does that mean to you?

Other “why” questions need answers as well. For instance, for repeat customers, why do they keep doing business with you? If they engaged with you once and that was it, why did they go elsewhere? Use this information to evaluate your processes and your offerings. You’ll know what to do more of and what needs to be fixed or refined. 

Outcomes you can expect: More loyal customers because they will feel understood, more sales conversions because proposals are aligned with felt needs.

If you want to delve deeper into the concept of the “why” drivers in ourselves and others, we recommend learning from Simon Sinek by reading his book, Start with Why, or watching his TED talk called “How Great Leaders Inspire Action.”


“How” relates to processes, theirs and yours.

  • How did they learn about you? Aggregating this data from all new customers will show you which of your marketing strategies are working best so that you can make wise decisions about allocating marketing dollars.
  • How do they prefer to be contacted? It’s inefficient when your account reps try to reach customers by email when they prefer texts, for instance. Plus, these clumsy efforts turn off customers when just this small touch of consideration might win them over.
  • How do their internal processes work? You need to know in order to tailor your proposal to their needs. You will either be supporting and enhancing existing processes or you will be helping them solve problems that might otherwise hinder their business success.
  • How are your own internal processes working? How long does it take from first contact to sales conversion, on average? How long does it take to resolve a customer service ticket? How are your workflows: smooth and efficient or disjointed and repetitive? You can transform your business by employing a digital solution that marries customer relationship management and business process management. Creatio CRM, formerly bpm’online, is built to do just that.


Outcomes you can expect: Increased return on marketing investment, improved productivity, higher satisfaction in employees and customers, less chaos.

What do you do with all this information once you get it? And how are your processes working? We’re ready to leverage our years of business experience as well as CRM expertise on your behalf.

Let’s see what Creatio CRM can do to support you achieving what is most important in your life. Contact us today and let’s talk. (269)-445-3001 or schedule a call:

Schedule a Call with Dick


Topics:   Business Relationship Development Our Why Creatio CRM Accelerate Business Transformation

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