In a previous article I explained What is CRM and why is it important to achieve Loyalty? In this article I would like to continue explaining about CRM and the different actors that make up the business scenario, since by understanding it we will know the aspects that must be managed through the technological platforms used for CRM.
Let's start by identifying these actors and analyzing the interaction between them.
First of all, those of us who work in the business world know that the first actor on the stage is the Client Company. Our products and services are supplied to the companies to which we sell. Normally in CRM systems we refer to client companies as "Accounts".
Now, the client is not the company as such, that is, it is not its infrastructure or its legal entity, the client is actually made up of the people who work in that company. We sell to companies through the people who contact us or contact us, that is why the second actors in the business scenario are called "Contacts".
These Contacts in turn can also be classified. In the event that we have leads about those who might be interested in our products and services, but have not yet contacted them, they are called Prospects. When we contact them and confirm that they could really use our products and services then we can call them Potential Clients. And when they have already bought or hired us at least once, we can call them Active Clients (if they keep the relationship continuous) or Inactive Clients (if they have stopped buying from us for some time).
The Contacts generate the needs and desires that will constitute the products and / or services that they want to contract or buy, this defines a new actor in the scenario called “Opportunities”. We as suppliers must look for the "Opportunities" through the "Contacts" of the companies or "Accounts".
The next actor on the stage is the one who attends the commercial tasks, taking advantage of the Opportunities of the Contacts. We refer to "Sellers". It is through our sales force that we can obtain purchase orders or contracts from our Accounts.
The Sales Force, or "Sellers", must be managed or administered by a leader who can direct, control and guide said human team. This represents the next actor on the business stage, and is merely the "Sales Manager". The role of sales management is critical to business success. It is the Sales Manager who commits to the management of the company the total income that will support the operation of the business. For this, you must have the methodology and technology that allows you to make the best possible forecast (Forecast) of the sales goals to be achieved, and this requires that the team of Sellers continuously report sales made as well as present and future opportunities., together with the weight of what they are going to represent in terms of income.
In order for the Sellers to achieve the goals established in conjunction with the Sales Manager, proper coordination is required from the next actor in the business scenario, which we call “Activities”. The best way to achieve sales goals is to coordinate the agenda to manage to interact with Contacts. This represents a set of Activities in which not only the Sellers but all those people who support customer service management must participate. Among the Activities are Customer Visits, Meetings, Telephone Calls, Sending Emails, etc. To the extent that the planning and reporting of Activities is carried out through appropriate technological tools, a better and greater management of the productivity of the Sales team can be carried out.The "Activities" of the "Sellers" seek to achieve the successful closure of the "Opportunities" generated by the "Contacts" that belong to the "Accounts", with the support of the "Sales Manager".
On the other hand, one of the great advantages of managing adequate reports of sales actions as well as documenting all information on customer relationships (Prospects, Accounts, Contacts and Opportunities), using a technological tool for the CRM is the fact that we can segment customers based on multiple parameters (eg type of industry, geographic location, type of products they use, billing, etc.). This is essential to add the next actor in this scenario, which we call “Campaigns”.
The Campaigns represent the issuance of promotional messages to customers in order to sell them our products and services (typical or post-sale). These Campaigns must be efficient in terms of costs and return on investment, and that is precisely why they must be managed in a segmented way, that is, issue personalized promotional messages according to the target market.
After a client has trusted us and purchased or contracted our products and / or services, it is essential to maintain their enthusiasm and loyalty. This is why in our scenario the “Customer Support” team cannot be missing as an actor. This human team must be in charge of responding to customer concerns or incidents, always seeking to maintain customer satisfaction in the best way, and continuously documenting this relationship.
All these elements or actors on the stage interact continuously in order to maintain and grow business. This is why they are the heart of what is known as CRM (Customer Relationship Management) or Customer Relationship Management. The tools that allow effective customer relationship management to be carried out are the technological platforms that allow the concepts associated with Relational Marketing to be developed in practice, which is nothing more than the set of business strategies oriented and based on anticipating, knowing and meet current and future customer needs and wants.
The ultimate goal of a CRM-based strategy is to sell more and better, to sell as much as possible under the best possible conditions for all parties involved.
Finally, it is fair to ask: Is your company prepared to carry out proper customer relationship management? Do they have the ideal technological tools for managing CRM? If your answer is negative or ambiguous, we recommend you contact a specialist who will provide you with the necessary consulting and the appropriate technological tools.
Success for all…
