Client Relationships Management or CRM

In some organizations the first contact with a client is the last contact. The client is contacted, sold a product or service and the organization moves on the next client. An example of this is the organization that sells shoes but fails to get the clients address and email to enhance future marketing and promotions.

Various means can be used to gain client confidence allowing you to record personal information on them. The use of Rewards points, and Gift cards or certificates can greatly enhance collection of client names and information. If you are a service organization it is a good idea to have a check in form. In this form you can ask questions about email address, cell phone text message number, 3 phone numbers, how you found us and more. It is also a good idea if your services have some risk as a chance of allergic reactions to hair bleach or previous injuries that you have the client fill out a new client check in form.

There are many software as ClientMagic and others can simplify the tracking of client treatments and target market to clients that have had these treatments done.

Once the client information is collected, a reminder must be set so that this client can be followed up on when the time comes for another treatment, replacement or repurchase. Many software programs offer a automatic product linking to reminders. These reminders can be either by postcard, personal letter, text messages or email. Look for software that allows organization by Zip code, alphabetically or allows query on a variety of conditions found in the client profile and the linking of these queries with promotional materials.

For short term follow up where a phone call is deemed the best approach, the software must allow organization by Account Executive or marketing agent. The follow up time must be clearly evident preferably with a pop-up and easy access should be provided to client notes or follow up comments. Resetting of the follow up recall should be automatic as found in some software.

Another requirement of a good CRM should be the ability to invoice clients and control inventory. The past invoices should be easily to look up and there should be easy access to past purchases by type and date.  Rewards point totals and other information vital to the sale should be easily accessible.

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