That Special Something: How Best to Personalise CRM to the Benefit of Your Business
Posted by Lucy Beck on July 25, 2013
Customer Relationship Management, or CRM, is crucial to your business. Sales, marketing, customer service and technical support are all managed through this system, hopefully to the good of your profits and customer retention figures.
The same system could be in place for every business across the land. However, this would soon lead to unhappy customers displeased with being treated as a number rather than a human being.
In order for CRM to work effectively, it needs to be personalised.
Personalised to each individual customer and personalised to reflect the aims of your company. In a nutshell, this means tailoring the content on the web for every visitor and delivering the right type of information, whilst anticipating the customer’s relevant intent.
Close attention is paid to customer behaviour in personalising CRM. For example, in terms of website usage, rules-based matching creates a profile for each visitor to a website, based on his or her information requests and preferences. Collaborative filtering then sorts profiles into affinity groups, in order to predict what a customer’s needs may be. Content based filtering, on the other hand, identifies a customer’s likely wants, needs or interests by analysing customer entries to, for example, web accounts or loyalty schemes that are activated by accessing a company’s website.
Rest assured, however, that it is not only through online methods that a business can obtain customer data. Information established from telephone calls or face-to-face meetings between sales personnel and customers can be retrospectively input into CRM systems, as can information extracted from loyalty club cards manually compiled by customers in retail outlets.
How important is it that staff are aware of customer circumstances? Put it this way, you wouldn’t want to ring a customer up to follow up a sales pitch, only to be politely told that they had already spoken to someone earlier that day. The central storage of data facilitates
360-degree customer profiles
being established, leaving staff fully informed and aware of what has been happening to a particular customer, and what is important to them. Customer and customer group profiles can also be used to construct targeted, bespoke sales campaigns designed to anticipate customer intent and boost sales.
So, just how important is it to personalise your CRM?
Well, knowing what customers and markets want is fundamentally important. This knowledge will help your business to develop products and services that boost sales and enhance your company’s reputation with customers, and in the marketplace at large.