December 9, 2012 CRM Programs
Local businesspeople tend to know many of their customers personally. They may greet them by name and know the names and approximate ages of their children. When small local business-owners have a sale, they know exactly which customers to target. This kind of customer relationship management is essential to their business. While it is nearly impossible to know each of your customers by name when you operate a global business, it is still important to keep track of your customers and their preferences.
Every business should compile a customer relationship management, or CRM, database. A CRM database can be an important sales and customer service tool. By tracking customers’ purchases, a retailer can send targeted advertising to increase customer satisfaction and sales. While individual sales may give retailers some insight into their customers’ buying habits, purchase histories, over time, will reveal more personal information, such as whether a customer is single or has children. CRM databases contain the information needed to get the proper advertisement to right customer. For example, a sale on children’s clothes is more likely to get the attention from someone who frequently buys products for children than a customer who only purchases only trendy men’s clothing.
A CRM database will help customer service representatives answer questions about previous purchases and make recommendations for future sales. When everyone within the company focuses on the customers and strives to meet their needs, sales will increase because customers like to feel like the companies they do business with know them personally, even when they are miles away and have never physically met. Even without a storefront, a business can make customers feel like part of the family by utilizing a CRM database.