Most organisations look to choose a CRM system to help them improve retention rates. The reality is that this rarely happens. Why? Because in simple terms you need to regularly communicate with your prospects/customers with attractive offers. So either you are not communicating regularly enough and your customers are going elsewhere, or, the offer that you are making is not attractive enough. So how do you tackle these problems? With most CRM systems is very difficult. The reason being is that you have no sales history readily available or in most cases you have no way of creating campaigns around a customers transactions. Armed with this information you can get a clear picture of how profitable each customer is to your business, how frequently they buy from you and what are the things they regularly buy. If your CRM vendor talks about return on investment (ROI) why not press them and ask them specifically just how their CRM offering will add real pounds or dollars to your businesses’ bottom line.
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