Five CRM Initiatives that Can Help You Build Better Customer Relations

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Align Sales and Marketing Goals/Language

This first initiative should go without saying, and technically, you should be aligning your sales and marketing teams whether you use a CRM platform or not. That being said, any basic CRM system will store the data of your prospective leads as well as your current clients. Use this data to gain insights about your customers and share it across both teams. Usually it happens that marketers develop their collateral, such as white papers and email campaigns, without first consulting sales. This is a major mistake, as sales people are the ones on the ground talking to your current and prospective clients. At the end of the day, both your marketing and sales teams should have one ideal customer in mind, and your CRM not only has the tools to reach them, it has a wealth of data that can be used as a jumping off point when discussing strategies that benefit both sides of your acquisition force.

Tools that can help you align marketing and sales teams? Chatter, from Salesforce is an enterprise social network that allows disparate teams to share ideas and stay connected at the speed of social media.

When we hear the term CRM, we typically think of generating leads and bolstering sales funnels, and to be sure, a major function of any CRM platform is to build your company's bottom line by giving you the tools to go out and find consumers that you can convert into customers. But, sadly, businesses too often tend to think of CRM solely in terms of how it affects ROI via new customer acquisition and client retention. Wouldn't it be better if we also used our CRM platforms to build customer relations from a more organic perspective?

Maintaining customer relationships isn't just about generating new leads and converting those leads. It's also not solely about fixing customer problems. It's about going above and beyond what's expected and getting your constituency to engage in the conversations that you've created. And whether you're a small, mid-sized or enterprise-level company, one thing that your customers expect is transparency. This means that if you're not adapting to how consumers expect companies to behave, then you will probably end up losing potential or current customers to your competitors.

How should companies behave? In this day and age, marketing material has shifted from the standpoint of helping businesses sell to helping consumers buy and, as a result, consumers are more educated than ever about the products that they're in the market for. As a direct correlation of this shift, CRM platforms have grown from solely existing as lead generation tools and have evolved into major drivers behind loyalty and relationship management. That being said, many companies still aren't unlocking the full potential of their CRM systems in terms of how they can use them to help facilitate communications across the board. In this slideshow, Himanshu Sareen, CEO of Icreon Tech, has identified five CRM initiatives that he believes will help you connect better with the people who help build your bottom line, and keep it going strong.  

 

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