03.18.04
 By
Lora J Adrianse
If you think customer relationship management is just a piece of software,
you're dead wrong. Customer relationship management is about understanding
your customers. It's about really knowing them as individuals, knowing
what they mean to your business, and most of all, knowing what you
need to do to keep their business.
Ideally, you need a profile for each of your customers. Most customers
will gladly give you the information you need especially if there
is a small incentive. Offer them a coupon, a special discount, a gift
certificate or even movie passes.
What do you need to include in the profile? Other than personal information,
data you track can be as detailed or as simple as you can manage.
The key point is to use a process or system. Here are some basic categories
of things you want to know for sure: |
Customer
Value - How much do they spend with you in a month or a year?
Top 10 or 20 Percent - Who are the top 10 or 20 percent of
your most valuable customers? These are your "gold" customers. Know
who they are and treat them accordingly!
Why They Choose You - Why do they keep doing business with
you? If you're not sure about what you're doing right, how will you
know what to keep doing? Ask them!
Where They Came From - How did they find you? If you know where
they came from you can go back for more customers just like them!
Who They Brought With Them - What new business have they brought
you? Who have they referred you to? Referrals are like automatic deposits
in your bank account. Find out who is making the deposits!
How You Thanked Them – If you don't currently use a simple
system to thank your customers, start now! Customers who feel appreciated
are easier to retain, and better yet they will reciprocate with referrals.
Deal Breakers - This is the most overlooked bit of critical
data. If you've lost customers or just haven't seen them in a while
(and it happens to all of us), find out what's going on. Most customers
will welcome the opportunity to tell you, especially if something
went wrong. What you don't know can hurt you!
Now, compile the information, keep it up to date, review it regularly,
and use it to manage your customer relationships. A simple spreadsheet,
database may work just fine for a smaller business. The objective
is to collect enough information and data that you can use to understand
how they are important to your business. It's the same concept retailers
and buying clubs use in issuing customer cards. They use the information
to track customer value, buying habits, etc.
Too busy to spend your time collecting information about your customers?
Think again!
If you're serious about competing in today's business climate, it's
time to start strategically managing your customer relationships.
After all, your relationships with your customers are your business.
*Previously published at ArticleCity.com
About the Author:
Lora J Adrianse is the owner of Essential Connections. She is a Coach,
Consultant and Facilitator who specializes in the development managers
and business owners. She recently left a long-term corporate career
to focus on her passion for helping others bring out the best in themselves
through the use of Emotional Intelligence. She can be reached through
her website http://www.connectionscoach.com/.
Read
this newsletter at: http://www.crmnewz.com/2004/0318.html |
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