You would think that it makes good commercial sense to have your customers (past, present and future) at the forefront of your mind and at the heart of your business. Yet, whilst we may say that is the case, is it actually true? Are we really turning customer data into revenue generating knowledge?
Sales, Marketing and Customer Service teams are all under pressure to deliver more for less. Without the right infrastructure, tools and insight this becomes a nigh impossible task. Fundamentally, the right Customer Relationship Management (CRM) solution needs to be in place.
For example, do you know:
- Who your most profitable customers are and what's currently on their agenda?
- What cross-selling opportunities exist and which are easiest to close?
- What will keep your existing customers from drifting away?
- What leads have the highest probability of success and best return-on-investment?
CRM is not about contact management. It should be the bedrock of your organisation and the richest source of intermit customer knowledge. If you're not in that place right now, then somebody else is just about to overtake you and take your customers with them.
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