Customer Relationship Management: why should you care?Agriculture is looking more intensely at Customer Relationship Management (CRM (Customer Relationship Management) An integrated information system that is used to plan, schedule and control the presales and postsales activities in an organization. ). The pressure to compete in a despairing de·spair·ing adj. Characterized by or resulting from despair; hopeless. See Synonyms at despondent. de·spair  ing·ly adv. market means businesses are taking a more active role to learn about their markets. CRM is the buzzword A term that refers to the latest technology or a term that sounds catchy. If not a flash in the pan, new technologies become mainstream. For example, Java was a hot buzzword in the 1990s, but should remain a major topic for decades. and helpmate help·mate n. A helper and companion, especially a spouse. [Probably alteration of helpmeet (influenced by mate1). many are investing in. Here is a brief look at CRM: what it is and isn't, where it's headed and examples of what it looks like in action. What is it? * CRM uses technology to enable a company to retrieve and interpret information to help the company make more informed and better decisions. * CRM is a business management tool to keep companies competitive and increase profits. * CRM is business strategy customized to a particular company for the best business practices. * CRM is not technology or software, but it can and usually does implement those tools. * CRM is not a cure-all for a company's financial struggles, or a promise that sales will skyrocket. Are there trends? * CRM is being used by agri-marketers to track their products to the end users and to collect information. * CRM is starting to integrate multiple data sources to combine more holistic strategies. * CRM is advancing in the agriculture industry because of a regulatory environment and a need for the most efficient operation. As the world moves to the Internet, so is CRM. The more mobile, the more accessible a company is to moving customers. * The CRM market in the States is full and is now starting to flood over into Western Europe Western Europe The countries of western Europe, especially those that are allied with the United States and Canada in the North Atlantic Treaty Organization (established 1949 and usually known as NATO). . The UK and Spain are anticipated to increase CRM markets the most (according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Cahners survey). * A guerrilla approach that breaks down a company into different CRM sectors to be improved one by one has been increasingly popular to promote company change while not exerting all resources on CRM. What are some examples? * Apply an 80-20 mindset mind·set or mind-set n. 1. A fixed mental attitude or disposition that predetermines a person's responses to and interpretations of situations. 2. An inclination or a habit. : usually, 80 percent of business comes from 20 percent of customers. * Create a customer test panel that gives your best customers the chance to provide opinions about new products. * Help a new customer feel important to your company by presenting a special offer, which will also bring them back for a second purchase. * Celebrate and acknowledge a customer's "anniversary" through the same contact method (phone, email, post) he or she used to make their first purchase. * Give your best customers a title (e.g. Golden Customer). * Reactivate re·ac·ti·vate v. 1. To make active again. 2. To restore the ability to function or the effectiveness of. re·ac idle customers (12 to 24 months without purchases) by offering special deals. |
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