“Technology can become a powerful ally when it comes to establishing a better contact with the consumer and when understanding what he wants and offering it to him. The different technological advances have given marketing managers more and more more tools that allow them to be much more efficient than ever and be more effective when it comes to understanding the market.”
And one of those tools is CRM. CRMs have become one of the elements that are increasingly present in the structure of companies, since they not only make consumers loyal but also attract new buyers. The forecasts are for the CRM market to grow by 2020 and to be used more frequently. Its use is also something that touches all areas: any company, whatever the sector, can incorporate a CRM and can use it to connect with their consumers.
CRM is also especially important in these times because it allows companies to connect with modern consumers. The consumer has changed and their new needs and new habits have also changed the role that companies have to play in their relationship with them.
On the one hand, consumers access more and more information and use more and more data sources before making a purchase decision. As they point out in an analysis, it is as if they had become “consensual” of the information. Like children who have too many toys and no longer know what to play with, consumers have entered a phase where there is too much data about the things they want to buy and the information is modifying how they do it.
But that is not the only point that differentiates them. It has also changed what they expect from the purchase process. Not only do they want superior customer service, worthy of the one given by the neighborhood store of the past that knew their customers in a personalized way, but in modern times, but they also hope that the products are not just that. Now they want everything to be experiences.
And the experience has become a requirement that brands and companies have to meet and one of those things that marketers have put as a priority number one: they need to understand what they want and how they can offer it.
What CRM provides
In the middle of all this is where the CRM comes into play. The CRM allows to manage in a much more efficient way these relationships with consumers. It allows us to always be in contact and make each contact matter, establish personalized relationships, be faster and listen to consumers, consumers who are increasingly active when it comes to saying what they want and what they think.
The benefits of CRM are clear, therefore. On the one hand, they help to be more efficient, eliminating problems in management and simplifying the organization. On the other, they bring improvements in collaboration, making the different agents work in a coordinated manner; in accounting, since it is easier to follow what is done and what is achieved with it; or in data, facilitating the capture of relevant information.
And, on the other hand, it has a direct impact on the improvement of customer service, generating a climate in which the buyer feels more comfortable and better treated.
CRM helps to better understand customers, consumers or users and what they want, which has a direct impact on their positions and their purchasing decisions. In fact, according to a Salesforce study, 3 out of 4 consumers say they spend more on those companies that offer a good consumer experience.