Simplicity in CRM - The Way Ahead?
While around the globe, there are newer solutions and integrations coming up for CRM, the thought which needs to be foremost under consideration is simplicity. Is that the truth or is it ok to have a complex CRM presentation?
· Look at tons and tons of website information and at the end of the navigation is the
customer confused or does the customer gets to see the exact details that they were
looking for?
· Are the phone numbers on the website working?
· Is someone monitoring the email id given on the site and responding back?
· Is my customer care IVR multi layered or single layered?
· Are the call centre representatives too much focused on getting the feedback or are diligent
and have the authority to close that single call to the customers ultimate satisfaction?
· Are we continuously updating even the older information?
A simple message delivered in few words can have a great impact. We see a very good example of this impact in the advertisement domain. Few ads make real impact and the ads which make that impact are the ones which are able to create a relationship with the customers.
What role does data analytics have to play in this area? Are we looking at the customer data to churn out the futuristic market strategy or is it limited to the immediate results of a new marketing campaign?
Is there data analytics of how the customer perceives the CRM: Data around the amount of time spent on the respective page / the respective website vis a vis the orders placed and a careful trend analysis of this across geographies and time bars may show some interesting trends towards this aspect.
Ensuring the right use of data in the form of information would continue to become more and more relevant in the days ahead. How can we use elements like Unique Identity (UID) in the CRM domain ?
