The CRM system is increasingly at the core of an organization's activities — because customer experience is an ever more central focus, and because customer focus concerns the entire organization: everyone in the organization works to add value for the customer.
It can't be said often enough: CRM isn't just a tool — it's a way of thinking. Or better yet: a mindset, a philosophy. An organization that truly puts the customer front and center could call itself a CRM organization. Recent developments are contributing to this more and more.
Age of the consumer
We're in the age of the consumer. The age of the seller is far behind us. In order to continue selling products and services successfully in today's market, it's not enough just to know that consumer very well — you'll need to understand him.More than ever before, Customer Relationship Management is about knowing and understanding your (potential) customers. Sales and Marketing departments are working closely to get this picture clear.
As well as living in the age of the consumer, we are living social lives online. Social selling is something every organization should at least be aware of, and should really already be practicing. Old-fashioned practices, like acquisition by phone, are becoming less and less effective. They demand more and more time to achieve the same results they did in the past. You should be where your customers are. Social selling could just as well be called It's mainly about facilitating: by answering questions and providing the right information.
Sales & technique
In order to understand customers and engage in effective social selling, the modern sales manager has stopped being a ‘windbag’ (to put it bluntly!) and become versed in a variety of fields. Because the same technique allows him to identify prospects, generate leads, close deals, manage relationships, and provide service. That technique can turn prospects into ambassadors.
CRM is the base
Current developments are increasingly turning the CRM system into the foundation of the organization. Proceeding from CRM, the entire organization works toward creating the most ideal customer experience possible. The link with marketing automation provides insights that support lead generation and marketing efforts. CRM ensures uniform and segmented offers and mailings. CRM software enables you to send out personalized offers and information. Invoicing, order history and customer service are linked whenever possible. In short, everything to do with that one customer is accessible from one single point. This not only leads to more satisfied customers — it also contributes to business efficiency, and vastly improves the potential for successful within your organization, as things that are linked can more easily be analyzed in relation to one another.