Companies who are interested in customer loyalty are very interested in managing the customer relationship. They know that having satisfied customers is only table stakes and real customer loyalty comes from completely satisfied customers. In fact, Jones and Sasser, in their Harvard Business Review article called Why Satisfied Customers Defect, found that completely satisfied customers are 6 times more likely to buy again than satisfied customers.
With convincing statistics like those, many companies have become customer centric and deployed CRM systems and business practices throughout their businesses. Lets review some ideas regarding the use of CRM with your predictive dialing technologies.
Consider the importance of knowing the correct pronunciation of a customers name. By saving sounds-like data on the first call your reps will always get the name right. For example, if you store the expression Will-zoo-skee in the CRM data base any rep can pronounce Wilczewski correctly.
Next consider how CRM systems can offer affinity analysis during a telephone sales call. As the sale is entered the CRM system can be used to suggest cross-sell opportunities. For example; customers who buy a specific red dress, often like a particular handbag. Or, customers who buy custom Jeep bumpers often want certain off-road lights to mount on them.
These CRM processes are typical and even common place within a sales and marketing group, but what about other functions within your business. Your product development team might benefit from knowing what associated products your customers own. The accounting department might want to know if their invoices are going to the right people and are easy to understand. Your shipping group might want to know if their packaging products are easy to open and have the right information on the label.
A CRM system is really predicated on the concept of capturing, storing and using customer data in a customer centric way. Most marketing experts agree, the more you know about your customers and potential customers the more effective you can be. However, SafeSoft Solutions would add something very important to that thought. It is more important to collect the right data than lots of data. Make the growth of your customer knowledge part of your planning process! What information do you need to select development projects, to staff accordingly, or even to change the way you transact business.
The Market Dialer from SafeSoft Solutions provides a means to gather and distribute the customer knowledge required to put CRM to work for you. With each outbound calling campaign you have the opportunity to improve your business effectiveness by collecting the data that can be used to improve sales, service and strategic planning.