“I need a 360-degree view of my customer”
“I need to track my marketing leads”
“I need to attract more customers”
“I need to measure my marketing ROI”
Have you ever said any of these things? Well, says Lisa Burris Arthur of Oracle Corporation, you need a CRM strategy.
What is CRM?
Customer Relationship Management is not a tool; it’s a comprehensive solution that needs to be implemented across the customer-facing sector of your business. And these days it’s about so much more than a bunch of hand-scribbled cards in your car boot!
Lisa knows her stuff so instead of re-inventing the wheel, I'm going to give it to you in her words:
“An integrated CRM strategy gives the marketer access to intelligent information on customer profiles as well as campaign metrics and analytics. Marketing intelligence on campaign metrics can help the marketer understand which channels are most effective, which campaigns are generating the most leads, and which lists resulted in better response rates. This enables marketers to measure campaign effectiveness and allocate resources to the most successful tactics.
“These conclusions can also be used as a basis for future campaign activities. For example, a marketer planning a campaign to existing customers should have knowledge about past customer sales, service requests, and even customer satisfaction. This helps the marketer tailor promotions to customers who provide the most profits for the organization. When marketing campaigns are based on comprehensive customer knowledge, tight customer profiling and segmentation, and the ability to tailor offerings based on an individual's preferences and needs, they generate better-qualified leads that can secure a sale and deepen customer loyalty.”
Get it? Want more? Here are two more great sites:
