Customer Relationship Management
What’s the primary function of your company?
It is to sell your brand, goods and services to customers. Without customers, there is no business. And yet the standards by which companies judge the satisfaction (or otherwise) of their customers varies wildly and is often seen as the responsibility of one, or a combination of, company departments.
Where is the problem with what customers think of you? Delivery? Then it must be the fault of the logistics department, right?
Keeping customers relies on continually outperforming their expectations of you, so that they climb the ladder from trialist, to converted and then, advocate for what you sell.
Wrong. True customer-centricity puts the customers and their satisfaction at the heart of the business, with all internal processes aligned behind achieving one simple, central aim: to not only get a customer in the first place, but them to keep them thereafter.
And with good reason. Most research points towards the fact that it can be as much as 20 times more effective in terms of marketing resource to continue to sell to existing customers, than to continually find new ones.
Customer Relationship Management has been a ‘must have’ of the professional marketeer from the 70’s. Now, it can be massively aided by the sophistication of technology, data collection, handling and analysis to the extent that those early programmes look amateurish by comparison.
At LAW Creative we believe that keeping customers relies on continually outperforming their expectations of you, so that they climb the ladder from trialist, to converted and then, advocate for what you sell. In these days of saturated social media, where peer review is a vital component of customer choice, the effect of getting it right can be like multiplying your marketing budget by a factor of 10. But get it wrong and the same is true – your promises and good intentions will be undermined and result in things going badly wrong.
So, rather than thinking that CRM is just a ‘bolt on’ way of retaining customers, think of it as a way of conducting business and how your internal organisation reflects the customer – eye view of what you do. Everything should be centered on the desire to give the customer not only what they want, but more than that – a reason to believe and tell others why. All aspects of your business should encircle the customer:
Organisational functions and processes fully aligned, extracting relevance from the same data.
In these days of saturated social media, where peer review is a vital component of customer choice, the effect of getting it right can be like multiplying your marketing budget by a factor of 10.
The LAW Creative CRM Process
Our CRM process commences by collecting leads or consumer information and analysing it fully to understand customer or market requirements. We then create or adjust every customer touch-point by the application of data capture methodology, woven throughout communications and all brand/product/service discriminators. We apply programmes to aggregate data and batch accordingly, then use it to maximise the cost-effectiveness of continued customer contact and further feedback via a variety of tools including the ground-breaking LAW AMP – automated marketing platform.
Finally, we tune and adjusting marketing campaigns accordingly, to increase sales in a process of continuous development.
We have a number of work packages that enable different evaluation criteria to be undertaken, depending on the objectives of the programme. These include:
- Provide tangible and measurable ROI
- Help to calculate the real business benefits
How does our way of working benefit your business
- Fast, easy, fluent and highly targeted messaging to identified groups
- Increases customer satisfaction and retention
- Enables accurate budgeting and reduced resources
- Simplifies customer relationship and business process
- Gives a 360 degree view of business
- Organisational-level data sharing
- Reduces cost of customer acquisition
- Centralises customer interaction
- Improves customer support
- Boosts new business
- Increases revenue at low cost
- Supports business decisions, efficiency and improves process improvement
throughout cross functional ‘silos’ to the benefit of customer satisfaction by the sharing of THE SAME data by all in the business.