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How do you keep your relationship network under control

by | Apr 18, 2016 | CRM

On the Archie CRM website, a free whitepaper is available which focuses on relationship networks and keeping them under control.

The public sector currently finds itself in a situation in which past sources of funds have dried up or are no longer a certainty in the books. Important factors include the loss of subsidies, gifts and privatization, as well as changes in the way the market operates.

This has entailed a search for other financial streams in order to stay afloat. Various options are open to organizations in this situation, including that of deploying existing knowledge as a sales object, and that of calling on existing relations for help in finding new sources of funds.

This requires a deep understanding of one’s customer and relationship network, which can be a challenge in the public sector, where structured relationship management is often overlooked. When you look at commercial businesses, you often see that a lot of time and money are invested in keeping the customer database and supplier network up to date. This has a two-faceted purpose. The customer database yields sales, and having good insight into the network of suppliers means savings can be achieved.

For many organizations like government agencies and knowledge institutes in arts and culture, this way of working is a new challenge: utilizing the relationship network in order to achieve the organization’s goals in different ways.

Non-profit whitepaper

This whitepaper focuses on the opportunities offered by good relationship management, and the added value it presents. For example, by capturing mutual relationships between organizations and people in the database — similarly to the way it’s done on LinkedIn. And that’s not everything, because it’s also possible to keep track of any additional jobs a contact might have with other organizations or foundations, without a need to have multiple records for this person in the database.

Data is stored centrally, in a central database. Consider things like telephone contact, appointments, and correspondence such as email. The result is a kind of collective organizational memory, in which colleagues can look up information about their contacts, or about which contact moments have taken place.

Emails, mentioned above, can be linked directly to existing relations, without any unnecessary data duplication. Thanks to extensive specifications within the CRM database, it is possible to send information to businesses or contacts in a very targeted way. Targeting could take place by position or by the size or type of organization, but also by interest profile for individual contacts, their needs, or whatever criteria you may wish to use.

All the above is detailed extensively in the whitepaper: “How do you keep your relationship network under control?”, which can be requested here. (Dutch version only).