A customer relationship management (CRM) system can offer numerous benefits for independent electronics dealers, especially when the business deploys aggregated customer information to develop loyalty as opposed to generating sales. In many cases, an electronics dealer armed with a new and relatively expensive CRM system in place will initiate sequential sales programs and advertising to their customer base with an objective of immediately turning the new software into money maker. If you have ever registered with a company that started sending daily emails in which you had little or no interest, you have experienced the customer’s side of this type of full-scale sales offensive.
Rather than taking this approach, an electronics dealer can achieve far greater and longer lasting results by applying data derived from a CRM system toward building customer loyalty, which in turn will grow revenues and the bottom line. With a CRM system in place, customer loyalty can be built in numerous ways, including:
- Making a great first impression – The anonymity most customers feel when visiting or purchasing from a store is one of the first obstacles to building loyalty. This issue can be overcome via communications that recognize specific product preferences and cater to their values.
- Determining what the customer is seeking – Knowing what each customer is looking for can help to put your business in a position to offer products and services that meet their needs and preferences. While one group of customers may value discounted prices on items they purchase, others may seek extensive product knowledge from the business’ sales staff. By defining where customers find value, your business can provide it.
- Defining the most profitable customers – Tracking customers’ purchasing data can reveal your most profitable customers, who can be targeted with tailored and preferential offers.
Your CRM system can provide a variety of insights into your customers. By prioritizing loyalty before overt selling, your system can turn single customer purchases into long lasting and loyal relationships.
The level of success in the implementation and acceptance of a customer relationship management (CRM) system is often determined well before the new software is integrated into a business’ operations. The following tips can help you define the best CRM system for your business and then ensure that its potential is optimized by your personnel.
* Eliminate the CRM systems that aren’t compatible will your applications and infrastructure – Your CRM system will have to seamlessly interface with a variety of different systems across your business’ infrastructure. Eliminating the systems that aren’t a good fit can narrow the field to those which will offer easy integration and high performance.
* Prioritize basic systems that meet your needs versus those with all the bells and whistles – Buying a system that is loaded with features may seem attractive, but the only applications that really matter are those which will be used in your business.
* Make sure that your new system can scale up for the growth of your business and be customized for future applications – While you don’t want a system that has widgets you’ll never use, you’ll also want to avoid a CRM system that needs to be replaced because your business has outgrown it. Look for a system that offers plenty of flexibility so that it can be modified as your business evolves.
* Offer easy access to tech support for your personnel – By highlighting the advantages and making user adoption easy, your employees will integrate your new CRM system into their daily routine faster and more efficiently.
Business owners are often frustrated after purchasing new software due to lack of compatibility and low user engagement. By taking these steps before making your purchase, you’ll be able to avoid these issues and realize the full potential of your CRM system.