How A CRM Makes Communication Better

There is so much business technology at our fingertips today that it can be challenging to know what to invest your time and money into. With that being said, one of the most proven choices is a Customer Relationship Management (CRM) platform. CRMs are software packages that store and manage a company’s customer contact information. When used correctly, a good CRM can:

  • Track prospects and customer interactions
  • Log each customer’s purchase history
  • Allow for customer segmentation
  • Provide reports
  • Send emails to customers
“Opportunities don’t happen. You create them.”

This powerful quote is from professional photographer, Chris Grosser. He is reminding us that it takes scarce resources like time, money and energy to set up the opportunities in our lives and careers. We don’t want to squander them, which is what makes a good CRM so valuable. It can help you to organize all of the contact and communication you have with your customers so none of those opportunities go to waste.

One of my favorite features of a CRM is the ability to create customer “types” or “segments.” For example, if you are a distributor, you might segment your customers into those who work in the electrical, industrial and construction industries. You could then customize a message just for electricians and send it off feeling confident that you had exactly the right information going to the people most likely to listen. Customers also appreciate this because they will only receive messages that are relevant to them.

If you are looking to invest in a dedicated CRM for your company, I recommend doing your research and choosing one that integrates with your company’s Enterprise Resource Planning (ERP) system. Your ERP is the system you use to run day-to-day activities in your business, such as accounting, procurement, etc.

This is also important if you are considering a marketing automation platform (software that allows you create automated email campaigns, “score” your leads, etc. – check out my other blog The Basics of Marketing Automation). You’ll want to make sure these three systems can be integrated. When they are, it allows you to see your entire “relationship” with a customer at a glance, from purchases to upcoming projects to team members.

Here at Anchor Marketing, we work closely with CRMs in order to create the most effective communication possible for our clients. If you’re curious how, contact us and we can show you how it all fits together to build your company’s brand.