CRM management can be put into action once you have attracted customers into your establishment; your goal now is to collect their personal information.
Let’s assume for a moment…
You have just launched a major advertising campaign through a social couponing sited such as Groupon or LivingSocial.com. You have presented your best selling product for a price that customers just can’t refuse.
Due to this fabulous incentive, you have attracted hundreds of prospective customers that are willing to try you out.
The recipients come in and redeem their offers and love what you sell.
Now what do you do?
Do you just send them away with a mere “Thank you, come again!”, or do you invite them to come back?
And if you do invite them to come back, what do you give them to make sure that they do? What information have you gathered from them so that you can communicate with them to offer up more of your services?
Does your customer know that you appreciate their business?
Groupon and other websites like it, are only to introduce businesses to customers as a form of advertisement and/or lead generation. As with all advertising, it is just a simple form of lead generation, by no means is it an absolute form of customer acquisitions.
It is the responsibility of the merchant to build, establish, and maintain a relationship with the customer once social couponing and advertising has brought them through the door.
CRM solidifies the notion that,...
The money is NOT in the customers. The money is in the relationship you have with the people who are your customers.
Getting this information will allow you to keep in contact with those customers to begin to establish a profitable relationship.
Having access to any form of communication with your patrons provides the opportunity to be able to change their buying habits. Effective, direct advertising can increase purchases by introducing "intervening opportunities" along customary travel paths and daily activities through the use of promotions, rewards, specials, and events.
Our goal is to establish relations to generate profits by interacting with the customer in a way that provokes your customer to take action and buy. And if you show enough interest in them, their actions will be more frequent and they will buy more often.
You can discover a lot of profitable and creative ways in which to be able to put your CRM management system into action here.
Back to Step 1,
“I would recommend this program to absolutely anyone because it has definitely created loyalty! There is so much competition in larger cities and when we opened our second location in Burlington, IA we needed to do something to set our bakery apart. I can think off the top of my head at least 15 customers who eat here 4 days a week just because of the card, where as before they would come only once a week. It has really worked well for us and has created a word-of-mouth to where we don’t even have to “sell” it anymore. It has been a win-win for both our business and our customers.”
* Martha Wolf
The Ivy Bake Shoppe & Café