You need CRM to make your business more efficient and increase your revenue per employee. You need CRM to create repeatable successful processes. You need a CRM because we (and your competitors) are looking for competitive advantage in a multi-channel customer environment. You need to capture the interest of customers that are increasingly sophisticated and are ignoring the old methods we used to market and sell to them. You need a CRM to look into your near future and be predictive of your revenue. You need CRM to mitigate the risk and costs of staff turnover. You need CRM to engage in a cycle of continuous improvement. You need CRM for your business to survive.
Customer intimacy is the act of tailoring your products, services, and even your customer engagement processes to fit a customer’s business or industry. For many companies, particularly small and mid-size enterprises, this is an effective way to compete in an ever-crowded competitive landscape that is difficult for larger enterprises to duplicate at scale.
CRM can capture detailed information about your customers and their behaviors and enable targeted marketing, product development, and sales activities. It can enable you to create the illusion of the personal touch with every interaction. Look at it this way: do you really think your dentist remembers your birthday, or do you think they have software that tells them that? Do you think it’s a co-incidence that Google’s ads show you things that are related to your interest or do you think they have software that does that? CRM can provide customers with the impression that you understand their needs and preferences – in a scalable way to allow you to remember these things for thousands of customers at any given time.