Customer centric crm, the way to go

Customer centric CRM, the
way to go

Contact Us: M: +91 9611 171 345
Customer centric CRM, the way to go
Copyright Reserved @ 2019 SalesBabu Business Solutions Pvt Ltd. Website:
www.salesbabu.com Email: sales@salesbabu.com
Business is all about the customer: what the customer wants and what they get.
Generally, every customer wants a product or service that solves their problem, worth
their money, and is delivered with amazing customer service. - Fabrizio Moreira.
As correctly mentioned, a customer is the key to a successful business. If your
business model needs to succeed in today’s world of economic market, we need to
make our company customer centric and work towards achieving the goal of making
thing revolve around fulﬁlment of customer requirements and improving customer
care services.

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What does it mean to be customer-centric?
Customer-centricity is an enterprise-wide way of business
management that puts customers and the customer experience ﬁrst
and foremost in everything they do. Its focus is on developing strong
and positive relationships with customers in the sales management
process.
Traditionally, organizations use to have a product-centric and
sales-centric approach where the business and revenue needs use to
come ﬁrst. In this conventional approach, customers were taken into
consideration as a major aspect of revenue generation, but they
weren’t central to decision-making.
In today’s economic system of cloud based business environment,
many companies are moving towards a major mindset shift for making
customers as the key to their business model.

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Why does customer-centricity matter?
The traditional mindset of business management had some significant drawbacks. First, it
made companies to focus on what they want to sell — not what the customer wants to buy
— customers were made to feel like their needs doesn't matter. And once a customer
begins to feel that a company is not sufficing its requirements, the customer attrition rate
used to go high and companies had to spend more on customer acquisition rather than
focussing on customer retention methods.
With a customer-centric approach, you compete for retaining your loyal and long term
customers, hence maintaining your good brand name in the market which in turn returns
you with a healthy set of new customer inflow. While customer retention costs are still
involved, this mindset is 6 to 7 time more cost effective than to acquire new ones. In fact, by
selecting an old customer, the company's profitability is 14 times more than the profitability
of selling to new customers.
Along the way, you’ll also build your company's reputation and create brand advocates —
all of which helps support acquisition efforts.

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How do online CRM support services relate to
customer-centricity?
Customer relationship management (CRM) is often mistakenly considered to be only lead
and revenue management software but its a broad-reaching tactical arm of
customer-centricity — in reality it can be considered the nuts and bolts practices,
processes and technologies that will make your company’s customer-centric strategy a big
success in your revenue generation.
CRM programs are powerful tool for companies to enhanced profitability as well as to
develop a long-term business advantage. However, most businesses are unable to exact
the full benefit of their CRM programs, because they are too focused on marketing plans.
Realizing the credibility of a CRM software requires a framework that keeps customer
centricity as the core around which the entire program is formulated. Doing this would
enable identification of business management gaps in the company and finding proactive
solutions to enhance customer relationship for the firm.

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Designing a Customer-centric Program
Transforming a business into a customer centric one is not an overnight job. We should
understand that customer-centricity is a journey that can be implemented by some of the
following steps
1. Creating a 360 degree view of the consumer’s requirements.
2. Understanding the current and desired state of consumer’s engagement program.
3. Crafting a migration path for the implementing customer centricity.
4. Creating a marketing program outline to facilitate these mitigation programs.
5. Analyzing consumer response and formulating process changes in accordance to it.
An understanding of these process change that influence consumer needs is a key input in
creating a successful customer-centric program. Different sectors of the economic market
need a different approach to developing a customer-centric CRM model. Irrespective of
whether you are a department store, a supermarket, a specialty retailer, e-tailer or a
convenience store, your process management should be such that customer centricity
should be the main deciding factor for all your business needs.

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Advantages of Customer centric CRM
CRM softwares already provide many customer relationship management facilities along
with before and after sales support. In most of the cases, people believe that CRM and
customer centricity is the same thing, but in reality, CRM is a bigger bucket of many more
functionality apart from being customer support software.
Over the years, a CRM has started giving more focus to marketing activities—using
intelligence from the database and setting targets to optimize it. This product and sales
centric approach over time has eventually created many gaps in the CRM centricity
inclination.
With customer-centric CRM softwares, companies are trying to convert the whole
organizational behaviour towards customers, not just the touch points. With this emphasis
strategy, the whole business model is organized and optimized around the needs of the
customer and providing better customer centric business management.

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Customer Centric CRM
Lead Management
Many CRM firms follow different ways to collect lead details via social media, web chats,
blog information and more, but the real question is whether we really understand our
customer behaviour in this process?
Lead Management over time has been restricted to recognizing leads and converting them
into sales, whereas just following this process blindly has lost the very purpose of
understanding the real customer requirements. While collecting the lead information, we
should try to collect complete details of a contact like interested product details,
background, regional and personal preferences and software inclinations. With these
added advantages, every detail on the customer can be understood before reaching out to
them. With a complete view on the client, we can provide more personalised experience to
them based on their interest and preferences.
We should keep our employees involved in every process of centricity by making them
aware of the fact that lead management is not just about lead conversion, but its
understanding of a customer and fulfilling their requirements with our products.

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Customer Centric CRM continues...
Activity trackers
Once we have our lead, we should understand the fact that regular
interactions with the customers will allow us to know their preferences
regarding our company policies, our working strategies and more. With
smartphone and gadgets, we have numerous mode of
communications to stay connected with our customer via email,
webchats, social media etc. We should have quick reminders and
alerts for all our follow up meeting with the customer and we should
make sure we consider customer’s availability and preferences for
communication mode.
Also, we should provide self help functionalities to the customer, to
reach out to us or checkout product details through our websites and
blogs. We should have readily available links for customer on our
website to schedule a meeting with our sales team or call our
customer care for any assistance.
Furthermore, we as CRM support system should send regular emails
updates to a new and current customer about our latest product
details and marketing promotions to keep them interested in our
services.

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Feedback and customer trends
We should have automated trackers to understand the market trend
and customer shifts by continuously monitoring social media reviews,
tweets and blogs. We should always keep an eye of any pressing issue
which might be aﬀecting many customers or any speciﬁc product
feature which is being required by many customers of similar business
model. By understand their trends and requirement at a higher level,
we can make more customer oriented policies for our future business
with customers.
Our software should have open doors for feedbacks from customers
and prospective clients and we should proactively handle their issues
and resolve it at earliest to earn their trust in our working culture.

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Quotation and after sales support
Quotation generation and sales order processing are few main sectors
which can enrich our relationship with customers. While creating
customer oriented quotations we consider appropriate discounts,
promotional oﬀer and payment strategy on per customer basis and
create more personalised oﬀers understanding the customer
requirements and business restrictions. Providing these facilities will
only increase the trust of your customers and make them do
continuous business with your company.
Also, after sales support of Inventory and ERP process management
will also give a good platform to serve customer with proper shipment
and on time product delivery. Also a great team of customer care will
help to understand client issues and pain area in a better way to create
more customer centric solutions for your business model.

Contact Us: M: +91 9611 171 345
Conclusion
A combination of a trusted CRM for your organization and a
customer-centric mindset can be a major asset in reaching your
company goals related to customer loyalty, retention and proﬁtability.

Contact Us: M: +91 9611 171 345
Thank you for Visiting Us
Our Address
SalesBabu Business Solutions Pvt. Ltd.
No.38/11, 3rd Cross, G Block, Sahakarnagar, Bangalore – 560092
Tel: +91 9611 171 345 ,
Mobile: +91 9341 323 571
E-mail: sales@salesbabu.com
Website: www.salesbabu.com

Customer centric crm, the way to go

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