Drive your customer personalisation by implementing an excellent CRM system

Any business, when one gets down to basics, shares the common operating principle of having a product on sale for customers to buy, so that the business will in turn make a profit. Competitive differentiation is achieved through the type and quality of products offered, and the operations and processed used to sell these products.

Personalising customer interactions allows companies to prioritise relationship management, thereby ensuring satisfied customers who feel ‘heard’ and will stay loyal to their brand.

?The goal of customer relationship management (CRM) is to improve customer service relationships, in this way promoting client retention and driving sales growth for your company. At Camsoft Solutions, we have been actively supplying, servicing and supporting CRM solutions since 1995. We proudly offer international expertise through local people.

?When we consult with a new client, we gather information on how they operate their business, and manage the products and services they offer. We begin with our own superior ‘shelf’ offering, which is then tailored to our clients’ individual requirements - as we know that every company is different and has different processes and needs. In this way, we assist our clients to achieve maximum flexibility, functionality and optimal results.

?How Camsoft facilitates the individualisation effect

The personalisation or ‘individualisation effect’ makes the client – and their customers in turn - feel valued and important, which allows for improved business interactions, positive relationships and better results all round.

·???We begin by having a meeting with the project’s sponsors, and we ask them to share their thoughts. For example: why did they want to implement a CRM system; what information do they want to get from the system; and what reports would they like to be able to create?

·???????The information in these reports will be determined by the information that is put into the system. When we have a clear idea of what is desired, we work out a process so that the CRM solution users will be able to input the information that is required.

·???????Each company - even similar companies within the same business sector - has its own different processes. Our CRM solution, Maximizer, is built around the processes that each individual client requires and applies to manage their customers. At Camsoft Solutions, we build those processes and set them up in a tailored, bespoke manner.

?We have developed industry experience across a number of business verticals, and we include this within our consulting process when we are engaging with the customer. We discuss the reasons why they want a CRM software solution, and draw on our experience from similar industries to ensure an optimal implementation.

?Offering a 360-degree view

An effective CRM solution – such as the Maximizer solution Camsoft offers - allows reports to be compiled according to different criteria. These reports could focus on profit versus loss statistics, for example, or a client’s interaction history - while bar graphs and / or pie charts can be created for easy visual understanding. This effective reporting functionality is another example of the seamless integration of information across different divisions within a company, which a good CRM solution offers.

?By having a customer’s full service history at your fingertips – via an effective CRM solution - you are able to get all the detail you require in order to offer a truly personalised service, ensuring your customers feel understood and valued.

?The net result is the ability to strategically utilise CRM information to maximise customer service, ultimately improving sales and financial returns as a result.

By Mark Annett, Head of CRM Sales and Consulting