I came across this article on CRM buyer and it reignited thoughts of past implementations when CRM was still a new concept and every opportunity was an opportunity to sell to a new vertical. What I mean by this was that the company I worked for would win a project say in energy and then they would present themselves as specialist CRM providers in the energy business sector.
Things have moved on a lot since the early software days and the CRM market has matured a lot with major payers like Microsoft delivering great platforms like Microsoft Dynamics CRM along with a number of industry templates and solutions.
But the truth of the matter is CRM software can still hugely benefit companies in a number of different ways, but these benefits largely come from the ability to benefit the customers themselves. I’m going to take a look at three different types of customers and how CRM software can be used to help improve their experience.
In any B2C environment, the key is to provide customers with products that will genuinely enhance their lives. The goal here is to build ongoing interactions with the company in a bid to fully understand their needs and also how their needs will develop. For example, someone learning to play the guitar will likely need more gear as he develops his skills, and if he has a positive ongoing relationship with a store selling said gear, he is more likely to go back there when he needs something new.
Customer need evolution becomes even more important in a B2B relationship, but the plus side is that relationships are often a bit easier to maintain. The driving points for the buyer are usually stated upfront, such as price, timely delivery, and payment terms. As long as the seller satisfies those points, the relationship will usually be maintainable. Over time, the needs of the customer will often evolve, and CRM data can help track these needs.
Partners / Suppliers
It is important to cultivate relationships with direct vendors and suppliers, as these will also develop over time. Once the vendors' needs are met, it is also vital to ensure that value is increased in terms of training and that they feel like legitimate partners; again, this can be combined with CRM data to help build a better profile of the suppliers or vendors.
Source: CRM Buyer
In future articles I will be looking at the different vertical templates that are available for Microsoft CRM. If you looking for help implement your Microsoft Dynamics CRM system then please take a look at how MyCRM can help
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