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As optimized websites use Autonetics to generate leads, a company's Customer Relationships Management (CRM) software receives prospect information and automates interactions between prospects, employees, and vendors. Moreover, CRM systems create personalization and retention marketing (segmentation) opportunities that can put a business in direct Service Control of their customer and prospect relationships and interactions. However, CRM systems require dedicated CRM management and attention as they become a central function in a growing (and leads generating) business.
Any business that uses on and offline acquisition marketing to generate leads must use a CRM system to manage the inbound data. CRM Management is responsible for marketing integration, sales force automations, and information dissemination.
Years ago we had an early customer state that we should continue sending the leads and not to worry because as he put it, “I remember everyone of them…” Fifty, seems to be the number of prospects or leads received, before even the most photographic-minded customer starts to forget who their prospects are.
Dedicated CRM Management provides:
CRM management enables a business to personalize communications with prospects and customers in unprecedented ways. It is one thing to build a list of email addresses using an auto-responder, and a whole other to use CRM software to segment that information (and more importantly, use it). Several of our contractor customers use CRM systems to manage the operational side of their business. However, there are thousands of contractors nationwide using CRM systems like a Rolodex instead of the segmentation, automation, and personalization tool it was designed to be.
Arthur Hughes is the author of Strategic Database Marketing, a book read and rumored to have been used by Jeff Bezos as a reference and source for the concept for Amazon.com. Arthur Hughes describes in great detail the many ways that using data to segment creates personalization capabilities of the type used by Amazon.com today.
CRM Management is retention marketing.
Once data is received, CRM systems enable a business to use that information for basic and follow up communications (content drips) via email, SMS (text), direct mail, and more. There is no limit as to how many ways a CRM system can be used as almost all CRM software enables users to create custom fields, setup triggers, etc. However, the key recommendation here is to use them. For example, most businesses receive or input data into a CRM's standard fields such as Name, Address, etc. In this, CRM (basic) users believe they are using the software to its full potential when they are using it operationally such as when they are filling orders or managing workflow communications. But, from a marketing perspective, this is less than 10% of the potential benefit and use of their CRM investment.
“The best customer service is if the customer doesn't need to call you, doesn't need to talk to you. It just works.” Jeff Bezos
While most businesses focus primarily on acquisition (getting new customers), retention marketing (nurturing present customers) is the lowest cost and highest converting. And a CRM management implementation provides this to any business or organization. Conversationally, an early Ktllc electronics store prospect was insistently focused on getting more visitors to the website and more customers–always paying for acquisition. And yet, his phones rang all the time with angry current customers feeling under-served and left out. Operating in that fashion only enabled his competitors to fly straight past him.
Ktllc created Module D – Equipage to provide business customers with a back-end management solution for their CRM ERP systems but from a database, segmentation, and marketing perspective. Of course, most businesses know how they wish to use a CRM service. Ktllc simply connects this module to sync and interlace data aggregation and segmentation capabilities for the purpose of personalization. The goal being: increased customer retention, therein impacting (and in some cases significantly reducing) acquisition marketing costs. Moreover, few if any businesses understand the root value of retention via segmentation (although they understand the need for personalization). Module D is a powerful module, that once understood and implemented, leaves competitors wondering how they lost their customers.
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