|
Customer
Relations Management (CRM)
|
When you
maintain contact with your customers, they interact with or buy from you;
if you don't, they
forget you. But, too much contact can be annoying. The correct balance is a fine-line.
For small- to medium-sized organizations, T-21 developed this
service to help them maintain a carefully timed program of
customer contacts and follow-ups. Here's one example:
PHARMACEUTICAL
MANUFACTURER.
Problem.
The Sales Manager of a pharmaceutical manufacturer contacted his Team Manager (TM)
to see what T-21 might do to help him
improve the effectiveness of their customer
contacts. He said,
"We're doing pretty well on sales, but I think we can do better with a well-organized follow-up program.
Right now, it's up to each individual sales rep,
and it's disorganized and haphazard. I'm very
uncomfortable with doing business that way."
Plan.
His TM suggested a well-defined Customer Relations
Management (CRM) program to
inform customers about new products and give them access to complete information on each of the company's
full-line of products.
With the Manager's approval, a Project Team was
assembled, which soon proposed a program of computer-managed contact / follow-up schedules for each
company representative; it provided for carefully-timed, mailed reminders and product announcements, aimed at only appropriate clients.
Additionally, they
suggested a revision of their Web Site to display complete information, including
product debuts and updates on all products.
The Web address would be printed on all business
cards, literature, and
correspondence.
Results.
Six months after implementation, the Sales Manager
said to his TM, "I'm a lot happier with this managed
contact program. It's something that I can see and
evaluate. And we've
had some very positive feedback on it. I also see signs that the subtle, periodic contact is paying off; our Sales
Rate to Existing-Customers has climbed quite a bit and our
New-Customer Acquisitions are up, too."
|
|
