Traditional mass niche and segment marketing is dead. Today it is common to hear executives, talking about the increasing importance they attach to their databases. But not everyone knows how to handle them, nor do they understand how or why.
In fact, when new market trends, current consumer behavior, the advancement of ICTs or information and communication technologies, the miniaturization of hardware, the role of contact centers are overlooked, and the application of CRM strategies; It is obvious to think that the heading of this article is an unsubstantiated exaggeration.
Don E. Shultz one of the world's most prestigious marketing consultants and writers said:
“Technology has ended mass marketing. This market is dead. But we refuse to bury it, because it is what we know how to do.
Now that so many companies have started creating and managing databases, the more they know about their customers, the less they will need to resort to mass advertising communication. The more a customer knows about our product, the less they will need traditional advertising. ”
In dialogue with Frederick Newell on the occasion of his presence as a guest at our conferences on the subject in Colombia, we draw clear conclusions:
The 21st century poses unprecedented challenges. Throughout the world there are excess stores, products and brands. Companies will survive and grow in one way: taking part of the market from their competitors.
And this is only possible, if from now on, we use strategies for managing long-term productive relationships with each of the company's clients. For this, the new information technologies, with their multiple hardware and software tools applied from the new contact centers, offer wonderful opportunities.
CRM is not as difficult as it sounds. The failures of previous years do not have to affect you. It is not about acquiring large technological structures. It is about adopting a customer focus policy. That you recognize that the main asset of your company is your customers and dedicate yourself to caring for and pampering them, that is, to retaining them. Simultaneously, you can gain new clients using the tools of your call center.
Don't torment your head. To start a CRM, you only need a clear retention or loyalty policy applicable from your contact center. With the spare capacity available, go into cross-selling and acquiring new customers. This is a good start, and for this you do not need large committees or exaggerated times to decide and implement. It is just a matter of good sense.
Companies that restructure their business from the customer will see their sales and profit margins increase, while those that do not, and continue stubbornly clinging to the old mass marketing, sales rather than customers, are hopelessly doomed to failure.. "
