Customer relationship management (CRM) tools refer to the tools that businesses utilize to control customer relationships in an organized way. (Ward, 2009) Together with databases and the Internet, companies will be at a major advantage in the ever-changing world. Peoples’ wants, needs, and desires can shift with the wind. In the implementation of these three things, companies can be in a position to continuously improve their marketing strategies, customer service, and customer relationships.
CRM tools can help organizations recognize and target their finest customers, produce quality sales leads, and plan and execute marketing drives with clear goals and objectives. (Ward, 2009) Companies can continuously use databases to keep track of these new findings. In addition, they can use the Internet, via their webpage and online advertising, to convey new sales promotions directed at these customers and sales leads, and to help put into action the new marketing drives. These organizations can keep and maintain records of these elements within the various databases, or even the CRM database itself.
CRM tools can help organizations to shape individualized relationships with customers in an effort to advance customer fulfillment. Also, CRM tools can help provide the utmost level of customer service to the most profitable clientele. (Ward, 2009) Via the Internet, companies can reach out to its best customers via email to ask them to complete customer service surveys designed for its “most exclusive customers.” The companies can send, by email, coupons to these customers as well. In addition, customers can access the organizations’ websites where they can initiate customer service requests, which are then sent to the organizations’ databases, where the companies’ customer service reps can run a query to pull new requests and/or look at previous requests. They may want to look at older requests to look for trends, and if there are any trends, they should make sure the customer complaint trends are on downturn and the customer satisfaction trends are on an upswing.
CRM tools will help organizations provide their employees with the data they require to know their customers’ wants and needs, thus constructing relationships between the organizations and their customers. (Ward, 2009) CRM tools, combined with databases, will allow us to run queries and reports on our customers, which will show us individual customer trends. We can form hypotheses regarding these individuals regarding their spending habits, wants, and needs. Then, via the Internet, we can market to these customers via email and other advertising methods. We may find that a lot of individuals are buying our products as a result of first trying our products via various venues. We might think about marketing via advertising on these different venues’ websites.
CRM tools, together with databases and the Internet, enable us to continuously seek out new target markets, improve customer service, and develop new customer relationships while strengthening existing relationships. For example, a company might use the database associated with CRM tools to develop a customer satisfaction survey derived from customer information, which can then be delivered via the Internet. Or, they can use the data to decide which new products their customers might be interested in. (Ward, 2009) In any case, CRM tools, databases, and the Internet are a major asset to the future of any organization.
Ward, S. (2009). CRM (customer relationship management). Retrieved February 4, 2009, from http://sbinfocanada.about.com/cs/marketing/g/crm.htm