Email marketing: what it is and how to implement it

Today's topic is CRM. Starting with the overall framework of CRM, let's dive deeper into why it has become an important tool in business.

What Is CRM? and Who Uses CRM Effectively?

What Is CRM?

As times change, it has become more important to identify needs from the customer's point of view rather than simply selling products to customers. Through this, the company prioritizes customer needs in communication with customers and overall marketing activities and focuses on the relationship-oriented type that accompanies the customer journey, from product discovery to purchase.

*CRM: Customer Relationship Management

CRM can be a great help to have this relationship-oriented perspective.

The most valuable and most important asset of most companies is the 'customer'. Even so, early companies began to see who their customers were and how the teams within the organization interacted with each other, with key customer information scattered across multiple locations, such as mail inboxes, accountant invoice information, quotes, and contracts. It is often difficult to do.

As businesses evolve, all of this information needs to be managed in an integrated way. If you identify the main customers in your team and share important information, your work efficiency will naturally increase.

• Proper resource management and customer care require always being aware of who our customers are, how we need to reach them, how we interact with our content, and a clean and well-established business pipeline.

Through this good set-up, you should be able to understand at a glance at which stage in which team the customer's needs, current status, and customer conversations are interrupted. This is how we protect 'customers', a valuable corporate asset, and CRM was designed to solve these problems.

In conclusion, our purpose is to build a system through our CRM software and to see the state of our business and all our customer relationships at a glance through one central database where we can organize all the details about your leads and customers.

What Can CRM Do?

Even in the same marketing, sales, CS, etc. work, there is a big difference between doing this work from the customer's point of view and not doing it. For example, even in marketing activities, a specific target marketing activity is much more effective than an unspecified multiple target marketing activity. Without CRM, it would be difficult to determine the criteria for selecting this particular target.

So, what are the business changes using CRM?

What Is CRM? and Who Uses CRM Effectively?

Many benefits can be achieved by using CRM tools, but I will introduce some representative ones.

Improving company-wide performance 

In general, rather than being dominated by a small number of members, it is ideal to achieve a balanced overall performance through seamlessly shared work between teams. When many sales reps achieve results based on their sales skills and know-how, what would happen if CRM was added?

A platform for sharing each other's know-how will be formed, and you will be able to grasp each other's sales status in real-time. You can check within the team the performance that the existing ACE members achieved with what kind of help and at what timing, and based on this, you can develop the sales know-how of other people in charge.

Improving productivity through integrated customer information management 

Customer DB must be managed centrally. Because the customer information required in real time is shared and all members work within the same platform, there is no fear of creating duplicate customer DBs by different teams or people in charge. If the foundation for the integrated and effective management of the team's work is laid, the time and effort required to process the customer DB of all personnel will be greatly saved.

Care and support appropriate for the right place 

CS is the first step to improving the customer experience. Therefore, it is important to formulate a process to efficiently distribute and handle the pouring customer inquiries among all personnel. Duplicate and missing inquiry management cause fatal pain points in customer experience.

The use of CRM is the right tool to solve this fundamental problem. Inquiry reception channels are gathered and managed in one place, and a person in charge can be designated for each inquiry item. Based on this, the CS team can contribute to improving customer experience through faster and more accurate responses.

• In conclusion, we can see that by using CRM tools, we can improve the performance and productivity of our business lines, and we can build an enterprise-wide unification system through integrated customer information management. In addition, through efficient and fast CS processing in forming customer relationships, mutual relationships can be strengthened and sales opportunities can be maximized.

Who Uses CRM Effectively?

Not all businesses will benefit equally from the CRM tools presented above.

So, who should use CRM to be most effective?

B2B? B2C?

Who will use CRM? The answer is that any business can benefit from a CRM system. However, if we go into more detail, they can be broadly divided into two types of groups. Let's take an example to show which of the two groups above is more suitable for CRM.

• B2B companies (e.g. software companies, solutions companies) with long sales cycles, long product upgrade cycles, and long tracking paths for prospects

• B2C companies with short purchase cycles (e.g. real estate brokers, jewelers)

Both profiles above are worthwhile for your CRM use, but to think about whether a CRM system will help your business processes, you need to think about the challenges you're trying to solve with CRM.

• Do you need to centrally manage existing and prospective customer databases? Also, should this information be shared across offices in multiple locations?

• Is there regular interaction between team members and customers? If there is a point in time when the conversation was interrupted, is that point traceable?

• How is the process of the sales team structured, and is there a process that can be understood at a glance?

If you answered 'yes' to one or more of the above questions, you are most likely going to improve your business processes with a CRM system.

*Summary

Do you have a simple understanding of CRM? Let's recap what we learned today.

• CRM is a tool that targets existing and potential customers, forms relationships, and creates synergy in business activities based on this.

• CRM Adoption Benefits

• Able to configure fast and accurate work process

• Increase productivity by team and person in charge

• Integrated management of customer information

• Unification of company-wide DB

• Accurate Marketing Targeting

• Close contracts faster

• CS handling without omissions

• Which companies can use CRM more effectively?

• B2B and B2C

Next, let's talk about the cost of CRM, when it's the right time to adopt it, and how to avoid failing to adopt it. Thanks for reading this long post.