- Track the buying habits of your customers
- Detect trends so that you can tweak your products or services accordingly
- Decrease sales and marketing costs
- Increase customer retention
Action Steps
The best contacts and resources to help you get it done
Invest in technology to help manage your customer database
CRM software can help you keep track of customer buying habits, cross sell more effectively, and target your marketing dollars. And costs have come down in recent years as more vendors focus on the small- and midsize-business market.I recommend: Comparison shop with this list of the top 12 CRM software packages. See destinationCRM for some guidelines on choosing the right system. For a CRM software primer, got to SmallBizCRM and read up on the difference between hosted and traditional CRM software. At BuyerZone, you can get free software quotes. Finally, see if free CRM software can work for you.
Create a loyalty program to reward your best customers
All customers are not created equal. Once you've identified your best customers, pamper them with special offers, exclusive discounts and personal communication.I recommend: For ideas on how to create specific kinds of programs, go to Microsoft's Small Business Center and Business Know-How.
Communicate frequently and meaningfully with customers
Keep your company's name on your customers' radar screens by sending out newsy emails or newsletters about your company. Selling is secondary here; the main goal is to keep in touch.I recommend: If you can't manage frequent email blasts in house, check out Constant Contact, an email marketing company that caters to small businesses. For $15 a month, you can send out unlimited emails to up to 500 contacts. Or visit Vertical Response, another email marketing company that boasts low prices.
Develop a consistent policy for solving customers' problems
You can have the best customer service policies in the world, but once in a while, you're going to make mistakes. How you deal with them is the true test of your mettle.I recommend: Create a written "service recovery" policy and distribute it to all employees, empowering them to assuage angry customers in a consistent and predictable way. For some good guidelines, go to The Small Business Advocate and The CEO Refresher.
Teach your employees about the lifetime value of a customer
All of your CRM efforts will be for naught if you aren't also teaching your employees about the value of great service and empowering them to deliver it.I recommend: Go to CRMGuru to read about the employee/service connection.
Measure the effect of customer relationship management
You need to know which efforts are generating increased revenue, motivating employees, and delighting customers.I recommend: For tips on measuring CRM, read these articles on CRM Guru and CRM Knowledge Base.
Tips & Tactics
Helpful advice for making the most of this Guide
- When you invest in CRM software, don't overspend on technology you don't need, but make sure that whatever system you choose is scalable as your business grows.
- When communicating with customers, don't always default to email; there's also huge value in a hand-written note.
- Keep all customer information you gather absolutely confidential and make sure customers know you're protecting their privacy.
- Remember that you can't expect your employees to treat your customers any better than you treat them!
the Customer Service page at Business.com
Microsoft® Forefront - Free Trial
Get Enterprise-Wide Protection with Microsoft® Forefront. Download Today!
Try It Out | Read Case Study | Learn More | Resources
Microsoft.com/Forefront
Get Enterprise-Wide Protection with Microsoft® Forefront. Download Today!
Try It Out | Read Case Study | Learn More | Resources
Microsoft.com/Forefront
GoldMine CRM Software
Market, Sell, and Service better with GoldMine CRM Software. Free interactive trial requires no installation. Try it online today.
GoldMine | Request Demo | Request Trial | Newsletter
www.1stdirect.com
Market, Sell, and Service better with GoldMine CRM Software. Free interactive trial requires no installation. Try it online today.
GoldMine | Request Demo | Request Trial | Newsletter
www.1stdirect.com
Sage CRM Solutions – CRM Software Designed For your Business
Grow your Business with Sage CRM Solutions. Customer Relationships Made Easy. Retain Customers & Improve Sales. Learn More And View Demo Today!
See Demo | Request Info | Free Trial | See WebCast
www.SageCRMSolutions.com
Grow your Business with Sage CRM Solutions. Customer Relationships Made Easy. Retain Customers & Improve Sales. Learn More And View Demo Today!
See Demo | Request Info | Free Trial | See WebCast
www.SageCRMSolutions.com
CRM Software Solutions
Provider of sales, support and training services for CRM software systems.
Accounting ERP | SalesLogix CRM | NeSuite CRM+ | NetSuite
www.accessiontechnology.com/
Provider of sales, support and training services for CRM software systems.
Accounting ERP | SalesLogix CRM | NeSuite CRM+ | NetSuite
www.accessiontechnology.com/
Free B2B search marketing whitepaper, B2B Search Marketing Strategy Guide: Advice From the Pros.
