How To Develop THE CRM that Works ! Along with the development of technology over the last three decades, CRM has evolved to include more aspects of the relationship between the company and its customers. Now, in general, CRM is divided into three modules, which are Sales, Customer Service and Marketing.

With our entry as global citizens into the digital era today, CRM continues to evolve and adapt to the many new and innovative communication methods. There are two development ways, which are mostly done by enterprises to adapt their CRM in the digital era.

Inbound Marketing

Inbound marketing is a concept that is run by the company to be able to attract prospects to come to them (inbound), compared with a company that go out (outbound) to search for those prospects. Initially, the concept of inbound marketing is only run by online businesses in 2006. But now, this concept can be implemented by any type of business of B2C and B2B.

So, how can we bring the prospects to our place? The answer is to provide something interesting for the prospects, the quality content that is directly related to what they are looking for. Therefore, this concept is closely related to blogging.

For example, right now, you are working in the field of sales and is looking for a CRM product to improve the efficiency of your team.

How To Develop THE CRM that Works ! – foto by zoho

After searching through Google, you find an article which discusses how to determine the right CRM. At the end of the article, the author offers a file containing a comparison of some of the leading CRM products both in terms of prices, features, and case studies

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How To Develop THE CRM that Works ! The file can be downloaded for free, but you must enter your name, company, e-mail, and phone number. Are you willing to provide such information?

If you feel that the article and file can help you to make the right decision, then most likely you will not have second thought to give your contact information requested, will you? Ten minutes after you finished reading the downloaded file, your phone rang and you received a call from an agent of the company’s sales of CRM provider where you find the article. The agent offered to schedule a meeting to discuss your CRM needs further.

With the condition of you have satisfied with the content from the CRM provider and that short phone dialogue at the right timing, most likely you will receive the invitation to meet sales agent, won’t you?

So basically, the concept of inbound marketing using articles or contents available by your company online as a tactic to get the contact informations of prospects who are looking for products or services you offer. The prospect can be immediately counted in the CRM automatically and followed up by the sales team to take to the next sales stage.

Customer Service via Social Media

Nowadays, more and more customers are using social media to express their satisfaction or complaints. Why is that? Because this way is easier than the conventional method of “get the phone and talking directly’ to call center which spend more time, effort, and cost.

In anticipation of this, many companies have integrated their CRM with social media monitoring module, so that can immediately handle customer feedback in real-time and relevant.

For example, if a customer asks a question of time installation for a product on your company’s Facebook Page, then the question will be automatically sent to the CRM system so that it can immediately be taken over by the customer service agent on the Facebook Page. This will demonstrate your company’s commitment and concern for responding the input from the customer.

To assess the performance of the social media customer support team, in general, companies using KPI, which is what percentage of customer input is handled and how fast the response is given. Obviously the more input that can be handled and worked with a real-time, the higher the quality of customer service that you provide.

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Of course, doing customer service through social media requires investments from the company, which are building a team dealing with this and also full commitment from management to support its implementation.

Then, what result can be expected by the company with customer service social media? The first is the increasing number of feedbacks that can be fulfilled by the company. This will be very useful, so that management can identify the weaknesses still occurring inside the company.

The second is to improve the quality of your brand by demonstrating a commitment to respond a customer’s input in real-time and relevant. How To Develop THE CRM that Works !

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