CRM starts with the information about past or existing customers that is stored in the database kept by all companies big or small. For a company that sells direct to customers this is the most important information on their files.
All commercial business be they car manufacturers or the man on the street corner every morning selling newspapers knows only too well the importance of the repeat customer.
To keep the regular customer there are certain rules. Polite interaction, excellence of service and even an interest in their well-being can all contribute to retaining that necessary loyalty. Not so many years ago a great many companies would employ sales representatives who would cover a region and visit existing customers just to say hello and ask if all was well with the car they had just bought from them.
These friendly visits were not only to keep the existing customer happy but to pick up on any of his friends or neighbours who might also be interested in the product.
COMPUTER DATABASES and marketing today throw up a different type of challenge in marketing strategy.
The information about existing customers means that all sorts of issues such as demographic and socio-economic matters can be analysed. The internet allows things like information or newsletters with promotional prizes and so on to be offered.
Information stored on past and existing customers and acted upon should also leave time to concentrate on recognising the type of customer not yet reached.
NEOTERIC UK have many years' experience in CRM and can help your business exploit the information in your database to keep existing customers and find the new ones.
Call us to find out more about making the most of the information you already hold!
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