CRM- Customer Relationship Management

CRM Image

What is a CRM and Why do you need it?

CRM or Customer Relationship Management systems allow businesses to keep track of all Important Communications and Actions with potential customers and long-standing clients. 

CRM and Improved Customer Communication-

 Imagine trying to remember all the details of conversations, emails, meetings, orders, deliveries, changes, invoices, etc. This is challenging even for one client, impossible if your business has hundreds or even thousands of clients!

This is where CRM systems can be invaluable. Imagine having the ability to review all your interactions, and future actions, for each client-ensures that nothing falls through the cracks!

Understanding Your Clients

Modern CRM systems can provide detailed insights into customer actions, such as Email Opening, Web pages visited, Documents downloaded, and a host of other useful details. This can assist your business in understanding your customers, improving and optimising the value you provide to them.

Improved Sales Team Performance

If you have a sales team, CRM systems can provide clarity on how your sales team is performing, and pinpointing actions you can take to improve sales performance.

Depending on the nature of your business, the timescale from initial website visitor to customer may be a few minutes if you operate an e-commerce site, to months or even years if your business offers high value capital items or long-term services.

It follows that CRM systems must be chosen to fit your business model, so careful research, testing and implementation are keys to success.

Online-edge has over 30 years CRM experience.

We have implemented a variety of CRM systems in Scotland, so we are well placed to assist you in selecting and implementing the ideal CRM system to enhance your business.

CRM and The Customer Journey

CRM systems are essential for any modern business to keep in touch with customers, develop ongoing relationships and maximise lifetime Customer Value or LTV. 

Most modern CRM systems are able to track the Customer Journey, following a typical ‘Marketing Funnel’, often moving through the following stages-

This is where a potential client visits your website for the first time- your chance to make a Great First Impression and encourage further contact.

This is where a potential client provides you with some basic contact information, usually in return for something of value you offer, such as a free sample.

Potential clients often carry out research before purchasing your product or service. This can be a simple or complex process, depending on the nature and value of your service or product.

If your product or service is high value, your process may require a detailed quote or proposal document. CRM can track actions such as downloading, opening your documents or emails.

This is a key stage in developing a long-term relationship with your client- CRM can streamline initial ordering and follow-up processes.

Depending on the nature of your business, it may be possible to establish an ongoing stream of orders or repeat business- CRM can keep track of your interactions, ensuring that commitments made are not forgotten.

The next stage in Customer Relationships is getting recommendations from clients- building on the trusted relationship with your client, you can encourage recommendations for your business.

The ultimate goal for any business is to have a group of enthusiastic Advocates who actively promote your business. CRM can encourage your ‘super-fans’ and can even keep track of the source of new enquiries.