When you use a customer relationship management tool, it can
be easy to get bogged down in the data entry and simple sales reports. Don’t
forget that any customer relationship management tool should be able to isolate
and group various fields in order for you to target groups of customers for
marketing purposes.
In order to get the most from your customer relationship
management reporting capabilities, you should be doing targeted marketing. Identifying
which customers may be most likely to use a particular product or service is
the first step. Here are a few thoughts to consider when refining your customer
relationship management reporting:
Don’t let your
business size deter you. Even if you are a small business, tracking which
customers might be most likely to appreciate a product or service offering can
add value to your sales process. It is
never too early to use customer relationship management reporting to be sure
that your sales calls are relevant.
Customer relationship
management reporting prevents marketing on a mass level. If you use your customer
relationship management tools well, you can avoid sending out marketing
materials that hit only on a mass market level. What you want, instead, is to
target the customers with marketing that is tailored to their needs so that you
are increasing sales.
How to Segment Your
Customer Relationship Management Reporting:
In order to effectively target customers or potential
customers for marketing, you must first decide how you would like to add value
through this messaging. For example, if your business is an oil distributor,
you may want to target customers that are metalworking specialists with a new
line of products that result in less waste.
In order to send a specialized message to your targeted
group, formulate a sentence that will be populated by your customer
relationship management reporting: “I want to (call/email/Facebook message) all
contacts that (enter criteria) that are/are not (insert criteria).” This type
of formulaic sentence can help you identify what it is that you are trying to
accomplish through your customer relationship management reporting.
Next, use your database to pull the contacts that meet the
criteria in your formulaic sentence. Then create a message that communicates
the added value that you would like to offer your contacts that can be
delivered through your choice of communication tools.
Before you press “send” or make a call, make sure you decide
how to evaluate whether your targeted marketing activity was successful.
Front Row
Solutions provides intelligent, efficient reporting tools for sales
organizations that want to see measurable growth through data management. We
specialize in mobile apps that keep your sales reps out in the field and
provide up-to-the-minute reporting options for sales managers.
