A common critique of customer relationship management (CRM) programs is that the software can lead a company to become very one-sided. The software can collect data and provide insight; however the results are often slanted toward the best interest of the business, and not the customer. This may actually cause you to lose a good customer, instead of winning their loyalty.
When using your CRM software, you are collecting very valuable data about your marketing efforts and the results that they have produced. The software should highlight your best product or service, indicate the optimal type of client that might want that product or service, and identify the marketing campaign that captured their attention. Using this data to fine-tune marketing efforts will save time and money by directing promotional materials to the proper demographic – not a customer who doesn’t fit that demographic. Bombard a valuable customer with the wrong ads and they’ll become disillusioned by the lack of personalized attention and search for another company who remembers their specific wants and needs.
It’s important to remember that without your customers, you won’t get very far. When using your CRM software, remember to find ways to benefit your customer that also benefits your business. Putting your customers first will facilitate a long-term business relationship. Contact Socius for more information about Microsoft Dynamics CRM and how you can