Understanding the "Customer"

Written by Todd Martin on .

In Customer Relationship Management (CRM)

It's easy to think of CRM software as a tool that only the salespeople use. But great Customer Relationships (the "CR" in CRM) are built on more than just sales. So let's take a look at some of the components of CRM software, like Sage CRM, that will help you deliver a wonderful and consistent experience with every customer interaction.

Customer Communication and Response

No doubt your accounting department gets regular requests from sales and customer service regarding the status of customer orders, shipments, credit limits, payments, and endless other accounting and operational inquiries.

When Sage CRM is integrated with Sage 100 ERP, all of your company data - from sales to accounting - is centralized in one single database. That means everyone in your company (using ERP or CRM) has access to customer information and can get answers quickly by performing their own inquiries.

Not only does your accounting staff benefit from fewer daily interruptions, but your customers get a faster and more direct response from the people they deal with most often - your sales and customer service staff.

Customer Marketing

Many businesses find that customer purchases made after the initial sale are considerably more profitable. Therefore, ongoing marketing programs aimed at current customers can be an important aspect of building customer loyalty and mutually beneficial relationships.

The Sage CRM Marketing component allows you to build a detailed profile of your customers to ensure that marketing communication is highly relevant. With the right information, your marketing team make can design more effective promotions based on a customer's previous purchases, product preferences, and other important characteristics of your relationship. Simply put, CRM software can help you understand and identify the true up-sell and cross-sell opportunities in every customer relationship.

Customer Service & Support

Sales and marketing bring new customers to your business, but your Customer Service and Support department keeps them with you for the long haul.

Sage CRM Customer Care provides your customer service personnel with fast access to service requests, recent customer communications (phone/email), support cases, call and escalation history, documents sent and received, and much more. Plus, all service and support activities are captured and documented in Sage CRM so that you start to build a knowledgebase that can help your service reps quickly resolve common customer issues.

Whether you sell products that require technical support or offer service agreements that continue beyond the initial sale, Sage CRM Customer Care provides the tools you need to manage resources, quickly resolve issues, track customer requests, provide high quality service, and build long-lasting and loyal relationships.

CRM is for Everyone - Not Just Sales

Even though CRM software is most often used by the sales team, remember that customer relationship management touches everyone in the company. Tools like Sage CRM can bridge departmental gaps and disconnected data to help create a truly great customer experience from sales and service to the warehouse and accounting.

Contact us about using Sage CRM to create great customer relationships.

©2014 Juice Marketing, LLC. http://www.juice-marketing.com. All rights reserved. This article content may not be reproduced (in whole or in part), displayed, modified or distributed without express permission from the copyright holder.

Tags: MBA Newsletter Sage CRM

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