Customer retention/The CRM process

In today's environment customer retention is key to survival. If a client has come to do business before chances are they will likely do business again. This differs by industry but once the money has been spent to generate customer inquiry's numerous companies don't do a good job on relationship marketing after the fact.

One company's salesperson I consulted with recently told me of his follow-up procedures;

"why should I call the client again when they already have our quote? If they want us to do the job they should call us, I shouldn't have to follow-up with them...besides that is a waste of my time"

After I picked myself up off the floor he got a quick lesson in CRM basics. I was amazed at his response. But sometimes this is the case. Why do the simple things that will help close a client or at least keep the door open?

According to "Internet Marketing" by Mary Lou Roberts " Successful CRM cannot exist outside the context of the business unit's overall marketing strategy".

The vision of each company should be to provide the customer with a complete satisfactory experience. It is goal #1. A happy client should produce at least three referrals in time.

CRM always means thinking ahead. What could the client use down the road that we can sell to them. If they just recently purchased golf clubs, then how about a emailed coupon a few days later offering a discount on a golf bag? It is the little things that make a huge difference to the bottom line.

Before a client even makes it to the store, the staff must have thought out different scenerio's that might happen and how they will approach the client.

The stakes are high in today's economy. Those companies that put a great deal of effort into customer retention are those companies that will be left standing on the other side.

Steven Hume
www.linkedin.com/in/stevenhume66