Swapnil 2021 June 3- Why do new businesses require CRM to manage their customers?
A CRM for most parts, is the data equivalent of a library, and a well-kept one at that! It’s got data on every aspect of an activity and that too right where it can be found easily with the minimum strain. Like a library, it’s got elaborate partitions that if adhered to, can lead to all manner of information in the shorts time.
Now imagine a library where the librarian (or his assistant) has not kept most of the books in its rightful place either inadvertently or otherwise! What would be the condition of the poor visitor who badly needs a particular piece of information? His or her life could depend upon the same. And imagine making the person go through the experience! And for a change, what if the information is critical for a particular enterprise or a business, to take care of a new opportunity that has arisen?
Disaster is what takes place when critical information about an important activity is not available when most needed. In the world of enterprise, that takes place in particular when information on customers and likely-customers (called leads) is either not available on time or if available, is not of the depth and kind that can produce viable actions.
If the example of a library seems to suffice, it would be clear that a new business needs CRM for the following reasons:
1. To map each client inside-out and top-to-bottom for better and more intensive marketing efforts!
With each passing day, the need is felt to collect the maximum possible information about customers and their buying patterns and factors which influence them. Storing all of that efficiently in effective silos is an impossibility without a CRM system. With modes of data gathering changing and adding on almost daily, the only way to be assured that the right information is being tapped right at source ASAP is by the use of CRMs
2. To collect all the information in the shortest possible time that’s available to every user within the organization
Be it a voice-activated system, in IoT device or the traditional key-board based entry of data, all of it finally end up in the CRM system from where the latter provides it in different forms to each of its users. Data thru a CRM is thus available fast and with the least of distortions for the best of marketing and outreach initiatives.
3. To change information and add to it in the shortest possible time
Acknowledging and changing telephone numbers, addresses, likes, tastes etc gets done at the speed of light in a CRM system. And best of all, the changed information is available to all its authorised users in real-time! This helps them take action based on the latest and most authentic of information so that campaigns based on certain facts may have outcomes better than desired.
4. To cater to information coming from diverse sources
There was a time when leads and customer-related information was keyed-in by the sales staff. Then came the forms on websites, and then social media. In all of these, information came by active intervention. Henceforth, it shall be using intelligent systems that map people’s intuitions, objective and intentions to gather information. A human interface to these would be a waste of time and efforts. What is called for is a CRM system that stores information many formats with one thing remaining constant. The intent!
5. To communicate with clients and leads on multiple levels without ever failing
CRMs ideally don’t record only client information and buying details. They also help streamline client communication and help send just the right information to a client or a lead which can get them to remain with a marketer. Automating outward communication is one thing. Automating it sensibly, quite another. With CRM systems getting the backing of AI, outward communication is undergoing a change of sorts with very less of human intervention.
These are but some of the uses of a CRM for businesses to reach out to and retain clients. These features aren’t static and get added to almost daily. What may not change is the very reason businesses employ them: to understand customer needs, fulfil them to the extent possible and keep significant portions of an organization updated of the latest customer needs.