As an organization, you want to achieve organizational goals. No matter how you look at it, customers are the most important part of it. If they believe in your organization because you are relevant to them and you also offer them added value, then chances are they will use your services or buy your products. This is where you derive your right to exist. Below you can find five indispensable components for good CRM software. Each part is explained.


What does the customer really want? Does he want the product or experience that the product brings him? Does he want a certain status or just a good car? Listening allows you to find out what the customer really wants. Marketing automation is a good tool here. Marketing investigates the needs with regard to your product or service. The sales department can then capitalise on this.

The starting point is not what the organization wants, but what the customer wants. So the customer is in the focus. It seems like a slight difference, but it’s not. It requires a completely different way of thinking and doing things, where you put yourself more or less in second place. There is always a tension between what the customer wants (a solution to his problem) and what you want as an entrepreneur (generating turnover). As an example, you can sell a very expensive computer, but you know that the customer is better helped with the simpler, cheaper version. You earn less in the short term with the cheaper computer, but the customer is helped and is more likely to come to you for follow-up purchases. This results in more profit in the long term.

Five parts of CRM

Create trust

Having confidence in someone and the trust factor play a role once a customer has decided to make a purchase. Nowadays you can take a coaching course, so to speak, on every corner of the street. What matters is that people do that with the party in whom they have the most confidence. The amount is often not even decisive. Working as an organization to gain the trust of (potential) customers is a good thing. Gaining trust is done in many ways: a representative website, personal and honest advice as described above, knowing your customer, knowing what they want and responding to it at the right time. Especially with the latter, a crm system can help well.

Add value

The choice is huge. Does the customer go to software provider a or b? Maybe they offer the same thing in the basics. The added value lies in the prior consultation, understanding what the customer needs, the possibility to customize the package, providing training to teach the customer how to work with it, in updating on time and all other service afterwards. Added value is in the finesses. It’s in how customers experience your service or product. Having points 1 and 2 in order are a prerequisite for this. Exceed expectations, because just good isn’t good enough anymore.


Focus on what’s important. Focus on your largest group of customers. From the hospitality industry, the rule of thumb is that 90% of customers are satisfied on average, 5% are always satisfied and 5% are always very critical. Focus on that 90% and you get the 5% who are always satisfied ‘for free’. Of course, you solve problems, but don’t let your satisfied customers suffer. Don’t go out of your way to do everything you can to win over the 5% who are dissatisfied; you won’t succeed anyway.

Focus on the strengths of your service or your product is of course also important. Because you listen carefully to your customers, you know what their needs are and you know what added value you offer. Stick to that!

Business processes in order

Business processes alone may not be a guarantee of success, but they are a prerequisite for contributing to them. So a good crm system is a good investment. This is a system that supports your relationship management and sales. A system that works for you.

Customer focus in your DNA

The above points may seem like an open door. Putting the customer first and working customer-oriented are concepts that are increasingly mentioned, only acting on them completely does not always turn out to be so simple. It is not a trick that an organization just performs for a moment, but a mentality that you have to have. These are aspects that must be in your organizational DNA: from operator to management.