Customer relationship marketing (CRM) is a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities. CRM allows businesses to develop long-term relationships with established and new customers while helping streamline corporate performance. CRM incorporates commercial and client-specific strategies via employee training, marketing planning, relationship building and advertising.
What is CRM Database?
A CRM database is a software platform designed to support a company’s CRM (Customer Relationship Management) strategy and efforts. Different CRM databases vary in their levels of sophistication, from simply collecting and organizing customer data to performing advanced customer data analysis, customer segmentation and next best action recommendations. CRM databases can include various additional components based on the company’s needs and industry.
CRM Strategies in service marketing
Marketing a service can be more complicated than a physical product campaign. A physical product can be sold for its image, beauty, if it is appetising or attractive. In this case we can influence the customer with other advertising methods based on “selling through the eyes” in addition to other actions.
What strategies should service companies then follow to get the full benefits of a CRM? Purchases of services are usually not as recurrent as purchases of physical or perishable goods. So our strategy cannot be based on repeat purchases and we may need to explore the customer more carefully.
Obviously there is no magic formula. Only daily work and effort will lead us to achieve our goals.
But what is important to know about customers who want to hire a service is to know exactly what they expect from it. In these cases the strategy to follow is to customize the offers to the maximum, understand what the customer expects and what he needs. All this information can be found in a CRM, basing our strategies on relationship marketing.
If we finally achieve this sale, keep the customer happy, increase their satisfaction with the service provided, build customer loyalty and get us to be their first choice next time, will be our primary goal.
And that brings us to the next step.
Customer-oriented CRM strategies
The main objective of any service company is to base its marketing strategies on building a long-lasting customer relationship.
An organizational strategy aimed at improving the quality of service, establishing lasting relationships and offering added value to the service provided is a prerequisite for a successful CRM marketing strategy.
Tools based, for example, on improving the quality of service or the quality of care received, can be provided by key indicators such as the NPS (Net Promoter Score, which we will discuss in a later post). These indicators will help us with these strategies.
In short and finally we will say that a CRM is a storehouse of information that we obtain from our customers. This allows us to design marketing actions and strategies based on our needs. The objective? Increase sales and customer loyalty.
The Leading Automated CRM Marketing Software
Digital Treed is the leading Relationship Marketing Hub, combining the most advanced CRM marketing technologies with an automated customer marketing orchestration platform. In a nutshell, Optimove helps marketers implement a systematic approach to planning, executing, measuring and optimizing a complete, highly personalized customer marketing plan. The result is maximized customer retention, loyalty and lifetime value.