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Customer Relationship Management - CRM
Our approach to CRM will help you to make the most of
your biggest asset - your customer.
What is CRM?
Generating revenue, and building profits are essential
for every business. CRM is a philosophy, with the primary objective is
to put the customer at the centre of organisational activity (as against
being focused around your own accounts system, or around production).
Why Use CRM?
CRM enables an organisation to share knowledge about customers throughout
the organisation, and enables the organisation’s staff to communicate
with customers through appropriate channels. Once enough information
is gathered on customers and analysed, it allows targeting of products
or services to segmented or profiled groups easier and more cost effective.
This in turn enables customers to consider returning back as the relationship
built up is stronger and relevant with the supplier.
It is considered to be more cost effective to generate extra business
from existing customers than win new customers. Winning new customers
takes significant effort, which needs to be managed carefully to get the
best return, and is best done through analysis of profiling current customers
to target similar groups as new customers. To achieve this objective,
information technology can help e.g. to link all departments / databases
or software which directly or indirectly, influence or provide service
to customers.
What ROI can I expect?
If CRM can be used to reduce costs then some certainty is possible. In
house trials are very useful to confirm how the proposed solution may
perform if rolled out. If the cost-of-sales are reduced by 20%, by helping
the customers help themselves, then the results can be calculated. If
the sales cycle can be reduced by 25% e.g. by reduced administration,
again a cost saving is clear.
Expectations of sales growth will only be met if the solution is properly planned, implemented, and followed through with training and support, to ensure that all users are able to get the most out of the system.
Research suggests figures such as: revenue increases of 8% in 12 months (one in five achieved 42%), sales costs can decrease by as much as 35%, sales cycle reduction by 25%, and margin improvements of 2%. (IDC and Insight Technology).
Single user software starts at £100. Typical per seat costs are around £500 - £1000.