Communication in CRM-Quality , Style, Frequency

8/14/2019 Communication in CRM-Quality , Style, Frequency

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Communication in CRM.

Quality, Frequency and Style


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CRM focuses on therelationship

Successful organizations use three steps to build customer

relationships:

determine mutually satisfying goals between organization

and customers .

establish and maintain customer rapport .

produce positive feelings in the organization and thecustomers towards one another.


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CRM conditions

The organization and the customers both have sets of conditions to consider when

building the relationship, such as wants and needs of both parties;

organizations need to make a profit to survive and grow customers want good service, a quality product and an acceptable price

Good CRM can influence both sets of conditions.


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Characteristics of an

effective and good crm The following characteristics are associated with delivery of excellent

CRM:

reliability

responsiveness

accessibility

safety

courtesy

consideration communication

recognizing the customer

competence


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How crm communication

impacts organizationsCRM Communication can have a major impact on an

organization through:

shifting the focus from product to customer .

streamlining the offer to what the customer requires,

not what the organization can make .

highlighting competencies required for an effective

CRM process


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CRM communications is

.focused on perfect management of information and relationshiphandling.

CRM Communication tries to.Escalate the credibility of the organization in the buyers

minds.


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Communication in crm

Communication is central to any successful relationship.

In terms of Customer Relationship Management, communication

needs to be consistent and high quality; as determined by:

on time .

focused .

relevant .

reliable .

coherent .


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Effective communication

in CRM For effective communications it's the message and meaning

that is received that counts, irrespective of what the

communicator thinks they've said, or written.

Communications must bejudged most vitally by the reaction

of the receiver.

If the reaction is not good then the communication is poor.

Communication should be directed at the correct audience, in

the correct way

The communication system must also encourage and

facilitate honest and actionable feedback.


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Communication in CRM

How businesses communicate, greatly influences how effective theirCRM is at ensuring that the flow of customer-centric information in

and out is accurate, relevant, maintainable, and able to be leveraged.

Communicating with customers through various channels (call

center, email, Web, print, etc.) is the focal point of CRMs challenge:

how to integrate communications channels and optimize the flow of

information to meet CRM requirements.


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Quality

Quality in CRM transactions means, that the personnel are :

1. Adhering to the customer interaction as per norms according to laid

down script and flow.

2. Adhering to the procedures and processes.3. Actively servicing customers as they should be.

In the end, these things will determine whether a customer is getting

a quality experience .


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Frequency

Frequency is the number of repeated periodic communication

initiatives which are made in a given time-period , such that

the CRM exercise can be optimized .

The right frequency of CRM communications aims towards

correct and timely information to be provided to the customer

at the right intervals.

Correct feedback is obtained from the customer to follow

up on the CRM effort.


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Style

A particular way in which CRM is carried out in any organization.This involves identifying and adjusting to communications styles.

This is determined solely by the customer the organization is dealing

with.

Effort is made to match the communication style to the preferred

style of the target in terms of the pace or the orientation.

This involves all of the senses: listening, watching, and speaking.


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4 basic stylesFour basic styles

1.Dominator.

2.Inducer.

3.Conformer.

4.Stabilizer.

Organizations have the challenge of :

how to identify them,

what motivates them, what annoys them , and

what they respond to.

How best to communicate with them.


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There are two key aspects of communication styles

.pace (fast or slow) and orientation (task or relationship).

Pace is used to describe how the other person is communicating. Are their speech

and action patterns fast or slow?

Dominators and Inducers tend to move at a rapid pace. Stabilizers and Conformers

at a much slower pace.

Orientationdescribes basically what the conversation is about. Is it task or

business related or is it oriented toward relationship topics?

Inducers and Stabilizers tend to be more people persons while Dominators and

Conformers prefer to stay on task.


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Basic steps : CRM communication Choose a variety of topics representative of the expertise of your organization. that can

easily be tapped to provide relevant insights to help your prospective customers improve uponthe choices they are making today without necessarily buying anything.

Create a frequency plan and design a series of 4-6 communications you can send out over the

next few months. ( Hold one article in reserve as a special offer. )

Research your customers profile and write your messaging and content about the product andservices from a purely helpful perspective

Monitor the communications sent and make follow-up calls to build on the dialog that has been

started with all the leads who have responded to more than one of the CRM emails. (Offer to

share that special offer article that youve held back as something special just for them.).


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Pitfalls in CRM Communication

Screaming for attentionHigh Volume repetition and frequency of themessage( if we can just get them to pay attention, well be okay. ) Its

actually perceived as monotonous, annoying and makes people click the delete

key even faster to avoid you. Not to mention that it makes the company look

desperate.

Shifting the focus to your needs rather than the customers The mistake

of swinging the focus to the organization is to be avoided. Instead, think about

what your buyers need to think strategically to fulfill their needs. Consider

how you can deliver messaging and content that will be received by your

prospective customers with thanks, because its designed to guide them


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Desirable Qualities for

CRM representativesSuccessful and effective Customer Relationship Management people

tend to display the following key characteristics:

positive attitude

people orientation

organizational skills

analytical skills

customer focus - can empathaise.

understanding of the link between CRM and profitability


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Communication focus incrm

CRM Communication is basically focused upon the following factors to make iteffective..

How do we effectively communicate electronically and ensure our CRM is

integrated and leveraged?

How do we assure the information we gain is factored into maintenance of

data which is accurate and bias free?

How do we ensure that the maintained data is regularly updated and used to

carry on and enhance the CRM initiative.

Success or failure of our CRM effort will depend on answering the above queries

with honest deliberation and analysis of the actual situation.


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In conclusion

The best course of action is to create a CRM Communicationcampaign which is spaced out , checked for its quality and

to deliver high-value style content . This helps befriend

customers because information offered is useful and can be

put into action without any undue pressure. The organization stays topmost in the customers mind and

converts into positive sale when the time is right.

Communication in CRM-Quality , Style, Frequency

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