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Sep 11, 2012

Customer Relationship Management: Why It's Important To You?

Customer Relationship Management
Also known as CRM, Customer Relationship Management focuses on establishing and maintaining positive rapport with all your customers. The quality of those relationships is very important to the ongoing success of your business. In fact, by utilizing various strategies to monitor and support those relationships, your business can benefit in a number of ways. Here are a few examples.

Customers Stay With You

Once you have earned a customer, it is important to put an effort into building a strong relationship with them. If you don’t, then the customer is likely to respond to a competitor who is willing to invest more time and energy into the relationship. By proactively taking steps to create ongoing communications with the customer, you are able to incrementally build loyalty. As a result, the client is less inclined to spend time considering the goods and services offered by others.

Companies that do not invest time into relationship building, tend to see customers leave as quickly as new ones are brought into the fold. The judicious use of software, training and other strategies related to CRM efforts will help to end the revolving door scenario and allow your business to retain customers in the long run.

Customers Feel Invested


Since the whole idea of CRM is to establish and nurture mutually beneficial relationships with your clients, a natural outgrowth of the effort is that customers begin to feel more invested in your business. Simply put, they like and trust you. That means they are more willing to provide feedback that can strengthen your operations.

When a client feels invested, he or she is more likely to provide suggestions on how you can enhance the products and services you offer. This can be a suggestion along the lines of adding some new service features or possibly making some small tweak to a product to make it more useful and attractive. Those suggestions can often trigger ideas that will make it possible to reach more customers, while still hanging on to the clients you have.

Customers Provide Word of Mouth Publicity

One of the most important sales tools you have at your disposal is the positive recommendation of your satisfied clients. When your customers are happy with the products offered and the level of support they receive from you and the rest of the staff, they are much more likely to promote you to their contacts in the wider business community. The client’s recommendation can open such doors for you as would never open otherwise.

Along with spreading the good word on their own, clients who feel valued will also be happy to provide good references upon request. This comes in very handy when you are talking to a prospect who wants to converse with some of your existing customers before moving forward. The ability to send a quick email or make a quick call and have a customer enthusiastically agree to talk with the prospect will make a huge difference to your sales efforts.


Also Read: Why Your Business Needs A LinkedIn Presence.

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