How Would You Rate Your CRM?
Customer Relationship Management should rate high with both customers and retailers, because this is an essential relationship for both. But each party involved with CRM has differing expectations. Customers probably don’t even think in terms of “CRM”, but they notice when their expectations are not being met. Unfortunately, customers will not always state those expectations before shopping somewhere else.
Retailers have different expectations for CRM. Here are a few that should be on the list:
- The ability to look up a particular customer’s transaction history and personal information
- The security procedures to keep that personal information safe
- The flexibility of connecting with customers according to their preferences
- The individualizing of marketing campaigns and offers
- The insights that identify customer buying trends
Software That Delivers
Customer Relationship Management on the retailer’s side has to meet these expectations, and more. The best way to do this is by utilizing CRM software that is part of an integrated retail management solution. This enables the collection of data from every channel a customer uses and centralizes all information in a database that is accessible for analysis.
Having all the information at hand allows those analyzing buying patterns, for instance, to look at the way a single customer interacts with the business. It provides perspective on individual buying trends as well as identifying shifts in the general public’s shopping patterns. The ability to filter the data as needed is essential for analysis that is effective. Without adequate filtering, isolating the pertinent data is laborious and time-consuming.
An additional expectation of retailers for Customer Relationship Management software should be custom development and support that is available 24/7. This ensures the retailer gets professionally designed software that is suitable for their specific applications along with the future support when it is needed.
When selecting CRM software, don’t just look at what that particular tool will do by itself. Instead, look for the professional services that ensure your expectations will be met