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CRM Marketing: when you know everything the consumer wants

Dec 19, 2019

CRM Marketing: when you know everything the consumer wants
If absolutely simple, appear at the right time in the right place with the current offer. The buyer is looking for a washing machine of a certain brand, and here you are with your "And please!" are special favorable conditions for you.

But to get into the bull's-eye without preparation anywhere, you need "compromising evidence on the client." Where he lives, age, marital status, studies /works/does not work, which brands he buys, and further down the list everything you need for a full portrait.

In this sense, CRM simplifies the life of marketers and sellers, helps to collect and segment all the information for each client, to fix its entire path from the lead to each appeal/request/purchase. And already based on this knowledge to build further relationships.

CRM marketing works when the database is counted in hundreds, thousands of customers with whom daily work is carried out.

It is mainly characteristic of the B2C sector, but it also happens in B2B if there are a lot of medium-sized clients. In other cases, with a limited circle of customers, we are dealing simply with good marketing.

The main components:

  • Loyalty programs. Special bonuses to participants of the action for certain purchase actions, cashless payments of which can then be paid for goods/services in partner stores: 1 rub. = 1 bonus rub.
  • Promotions - for specific consumer groups. On birthdays, for children, for those who have already used the services, I purchased something for regular customers, cardholders, club members, etc.
  • Discounts are the most common form. Personal, according to the promotional code, cumulative.
It is necessary for a situation when:
  • A large customer base, the impossibility of individual work with everyone.
  • There is a customer payback, i.e. his purchases justify the costs of collecting data about him, communications (letters, calls, mailings, etc.).
  • To collect and accumulate information about potential/real consumers from various sources: registration on the site, subscription to the newsletter by filling out contact details.

Benefits at a Glance:

Marketers will appreciate:
  • Data collection
  • Automatic segmentation by interests, habits, preferences. Sort incoming requests by the mailing group.
  • Integration with social networks as a platform for users to communicate with brands: reviews, questions, comments. In this case, CRM pulls up all the information from user profiles, preserves their interests. And the company immediately receives warm leads.
  • Creating algorithms that will automatically analyze and issue the right message to a specific buyer.
  • The ability to manage the "warmth of the client" through a timely, appropriate offer when he is most interested in him.
  • Delivery of information in a convenient way for the buyer (call, SMS, email).
  • Actual analytics and evaluation of the results of ongoing marketing campaigns. Adjustment of programs.
CRM-marketing attracts potential customers, helps to bring them "by the handle" to the sales department.

It provides complete and comprehensive information that is always in sight: when they contacted, under what circumstances, to what agreement, what interested, liked/disliked and further down the list.

All the information obtained smoothly flows into the sales department, technical support and customer service just in case.

Salesmen rejoice:

  • There are no problem tracking transactions by stages.
  • Ready target offer available. There is something to offer a specific buyer and close the sale.
  • Upon any contact with the client, a history of the face. Reliable and complete information before your eyes.
  • Automated notification of responsible sellers: congratulate, answer the call, call back, and write.
An individual set of tools for different purposes, products, campaigns:
  • Discounts, bonuses, loyalty programs.
  • Digital platforms for brand reminders and communication with potential/real consumers.
  • Short-term and long-term advertising campaigns
  • Motivational programs
  • Email and SMS newsletters
  • Social Media marketing communication in social networks.

Once Again About the Main Thing

At the output of CRM marketing, we get a personalized message generated for the leading cocktail from the knowledge about the client and previous experience with him. And unobtrusively pushing our client to purchase an already intrigued set of gingerbread cookies (bonuses, promotions, discounts).

CRM-marketing helps to tune in to the same frequency with the consumer and catch the slightest fluctuations of what he wants when the offer is “in the subject,” and the deal ends with success.

This is what a typical CRM marketing business process looks like.
  • Development of a CRM strategy (how to segment, how to communicate and motivate) and careful study, documentation;
  • Data collection and processing;
  • Algorithms analyzing the user profile + recommendations;
  • The generation of personal messages to inform sales promotion;
  • Feedback.
All CRM marketing activities can be reduced to activation - material stimulation and information - recognition, the formation of relationships and emotional involvement - brand engagement.

The first ones are more expensive, especially if you have a large, large customer base.

You can do core study about CRM consulting any Inbound marketing book for your business growth.

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