Customer relationship management has evolved from a software product into an entire business strategy. CRM combines different elements designed to create a customer experience both positive and convenient. When a CRM strategy is merged with a social networking community, businesses can reach and retain customers in ways previously not implemented.
CRM advertising is a business strategy focusing on the customer experience. When you create a memorable customer experience, you’ll have the opportunity to turn a satisfied customer into a loyal customer who can then become an advocate for the company. CRM is used to retain customers as well as to create “word of mouth” advertising for the business.
Elements of a successful CRM advertising strategy include making the customer experience as simple as possible. By investing in keeping customers satisfied, it can be more profitable than simply trying to bring in new customers. By cutting back on graphics and focusing on making site navigation simple, customers can conduct business easily and efficiently.
CRM began as a software solution for managers. The early CRM programs were just stored customer data electronically. However, managers quickly discovered that taking the data and finding ways to use that data to improve the customer experience resulted in better sales. Companies began to use CRM as a business-wide model, realizing CRM needed to be implemented in all levels of a business to succeed. In other words, the entire organization needed to focus on the company — from the CEO to entry-level personnel. Advertising focusing on the customer experience became an integral part of the CRM implementation.
An important element of CRM advertising is found in social media and social networks. A business with a Facebook page, for example, has more visitors than a business with only a website. By making use of such elements as “status updates,” businesses can stay in touch with customers. When customers voice complaints to the company in a social network setting and the issue is successfully resolved for others to see, it can put the company in a favorable light.
Technology is a useful tool in a CRM advertising strategy. Current CRM software allows businesses to keep all data at hand, easily accessible. If a customer has a problem with a business, the situation can be filed away and accessed in the future. If the customer contacts you later on, you can check to make sure the situation was successfully resolved, helping to gain the customer loyalty needed as a cornerstone of your CRM strategy.
- Advertising Age: What Happens When Facebook Trumps Your Brand Site; Jack Neff, August 2010
- Destination CRM: What is CRM?
- Destination CRM: What are the Key Elements of Building Effective Customer Relationships; Michelle Delio, May 2000
- Entrepreneur: 10 Ways to Better Manage Sales Leads; Greg Anderson, April 2005
- Inc: CRM Made Simple; Michael Fitzgerald, January 2007