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Make sure your customers enjoy doing business with you by providing them with the information they need when they need it. This is how to attract and maintain customers - by managing the relationship positively. Here is how to implement this critical aspect. |
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Customers Relationship Management: Key to success is to sharpen your focus on service aspects. A major research study of manufacturers in the high-tech sector reports that seven of the Top 10 reasons why a company is selected as the "most-preferred" supplier has nothing to do with issues of price, technology or quality. Yes, these issues are important ... perhaps even critical in today's marketplace. However, the factors which are identified as keys to success in manufacturing -- and other industries-- deal with your company's overall ability to provide customer satisfaction. Customer satisfaction is an ingredient of Customer Relationship Management, or CRM. It's a multidimensional concept that focuses on the intensity of the buyer/seller relationship. Typically, it covers areas, such as response time to answering customer problems, trust levels of answers provided, and being treated as a "most-preferred" customer. Although these CRM issues may appear to be "touchy-feely" in nature, in fact these customer feelings are based on performance and are relate directly to your company's bottom line. Cahners Carr Research Report No. 270.1 indicates that companies make 62% of their purchases from "least-preferred" vendors. However, sales in this category account for only 9% of total purchases. Conversely, suppliers who are in the "most-preferred" group, benefit by capturing sales that are at least five times greater (46%) than their less desirable counterparts. Rising to the level of a preferred supplier (or maintaining that status) is attained by being good at the details. When your customers call, they are pressed for time and need timely answers. Accomplishing that may not require the addition of more customer service agents. Rather, the answer may be a matter of integrating data you already have in your system, and providing the means for customers to get the right information at the right time. Consider: ü Do your inside sales or customer service personnel have easy access to information needed to satisfy customer needs? Or, is this is a weak link in your firm that leads to poor response? ü Even though personal contact with customers is essential, can online information technology be used to provide customers with an alternative means to get quick answers to routine questions? ü Is your sales force burdened down with requests for routine information? With the cost of an average B2B sales call approaching $300, can their time be put to more productive use? These are areas where improved information technology -- through the integration of data already existing in your system -- can boost your productivity while boosting your image in the minds of customers. Effective Customer Relationship Management systems provide customer access to timely information. To do this, we custom-tailor software solutions that integrate with and allow you to continue running existing software. So, no matter how customers and prospects access your company for information, they get a fast, accurate response. How To Get Started An effective CRM system starts with a study to determine your customer's needs. Once this is determined, priorities are established, and deadlines set for completion. Initially, we focus on the critical few areas that are most in need. (The Pareto Principal applies here in that 80% of needs are addressed by solving 20% of the problems.) Next, we determine the timeline required to provide the requested information, using Gnatt charts to maximize our efficiency. From this, we develop a solution. Usually our solution integrates with your existing computer systems, (regardless of manufacturer). We find this to be the quickest -- and least costly -- way to deliver the system. After implementing the initial solution, we then review the needs, and once again focus on the critical few areas. Usually these are resolved by leveraging or expanding the initial solution. Typical Time Frame Depending on the scope of the project, typical CRM studies can be completed in two weeks, with an implementation plan developed in another four weeks. Actual project implementations can be initiated within four weeks of plan approval. Completion takes eight to 12 weeks. Ready to talk? We welcome the opportunity to met with you in order to discuss your needs. Call us, or send us an e-mail, indicating the best times for us to contact you in order to set up an appointment. Gene Bohn |
