Abacus CRM study: Part 2 – Retaining Your Customers
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Needless to say,without that basic attitude of a service heart, what CRM are we talkingabout?
Yes, we advertise and offer discounts for our tourpackages and service, all in the hope of acquiring more new customers. On theother hand, we already have an existing pool of customers who has travelledwith us. If we could retain all or most of these customers, we would be able tomanage our advertising budget. We are able to do this when we have a CRM systemin place.
Like all systems, CRM goes through a simple, yetessential process:
Building the relationship: A good CRM system has a lot to do withhuman factors. The personal warmth helps establish our bond with our customers.We have to grow that relationship and TRUST, only then may we be able to obtaintheir personal data and travel-related details.
Collect customer data: Our customersare busy people, so obtaining data has to be done right. Understand what arethe essential data required to establish a second contact opportunity. Thesecould be their personal contact details, travel plans and requirements. We maythen build up the data progressively as they continue to come back to us.
Differentiate your customers: With the data at hand, we are then able tosegment and group our customers. We willbe able to better tailor our travel packages and/or products.
Target your customers: Marketing to the right customers at theright time is a key factor of a CRM system. Whichever channel we use, amarketing strategy that stems from having a pre-knowledge of their wantsdelights the customers.
Service your customers: A natural part of a consultant with a’service heart’ is responding to customers promptly and being religious withfollow-ups. You could set the CRM system to prompt you when you should do afollow-up, and what details to send to them.
CRM is an on-going process. Our customers will changetheir plans, interests and/or requirements with time. What is crucial is thatthe customer database should always be kept up to-date so that we couldcontinue to market and sell more effectively.
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