Automation systems are increasingly penetrating the work of the modern business. The client in the activity of any company always stands in the foreground, therefore in any company, special mechanisms of interaction with the client must be created, in which his/her needs will always have the highest priority. As for CRM-systems, they cover all aspects of interaction with customers: from various business contacts to sales, as well as an option of control and accounting.
Thus, the primary goal of CRM implementation is to attract new customers, identify target consumers, manage sales, develop existing customer relationships, optimise information exchange, improve customer relations, identify customer needs, analyse feedback, etc. It is important to note that CRM- systems minimise the human error factor when working with clients while maximising transparency in managing various projects in all areas of the company. When all employees act in accordance with the established rules of the company, the number of errors significantly reduces, the rate of work of all employees of the company increases, and, accordingly, the results become more predictable.
It is worth noting that, about 50% of existing customers of the company are not profitable because of inefficient interaction with them. Therefore, the right approach to doing business, in the form of automation, systematisation and operational control in the course of performing various business processes of the company will help significantly improve the quality of work of employees, which will lead to higher profits for the company. Do not forget that the cost of attracting a new customer is on average five times higher than the retention of an existing one, that’s why it’s essential to use the CRM system in work. Proper storage of data and their competent management, which allow us to make CRM- systems, make it possible to use information in work with maximum efficiency, avoiding the loss of important information for business management. Based on all the information and preferences of the client, it is much easier to build an interaction strategy with him, develop existing relationships, analyse customer behavior, form new offers, plan sales, manage transactions, attract new customers, and fully optimise the company’s work.
Interaction with the client usually consists of several things:
- Phone calls;
- Newsletters (SMS or email);
The first three things should be automated. They give an idea of the history of the relationship with the client, help to understand what is happening in work with him at the moment, what the latest actions were. Let us dwell in more detail on telephone calls. As practice shows, 70% of all calls are, just, calls. Therefore, any CRM-system should be integrated with telephony. If you cannot record incoming calls and initiate outgoing calls, then this is a big minus. The actual effectiveness of advertising and determining the behavioural characteristics of customers on your site cannot be assessed without the analysis of telephone sales.
It is possible to find out the source of advertising where the customer came from which include:
- The search query
- The pages that were of interest to the visitors
- The time spent on the site and pages
- The cost of attracting the clients
- The profit margin each source of advertising brings
Above all, they are all in a binding to a specific application/call in your CRM.
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