Customer Relationship Management

 

Overview

Your customers should be nurtured to increase value to your company by creating loyal evangelists who are an extension of your sales team. 

The process 

Discovery:

The process starts with filling out a detailed Customer Relationship Marketing intake form to understand current programs, customer segmentation, technologies in place, and metrics, including:

  • Review all contact communications to customers (newsletters, other emails, call logs, etc.)

  • Recency of engagement with customer (how many times they have come back to school or joined clinics)

  • Frequency and form of contact

  • Messages within the communications method

  • Review past reports

  • Assess database of customers

  • Understand how Customer Care accesses this list/interacts with previous customers

  • Customer feedback mechanisms (how do you get feedback?)

  • Assess technology providers (email provider, Customer Relationship Management (CRM) vendors, etc.)

Recommendations:

Recommendations are based on best practices, overall processes, and technologies. Specifically:

  • Technology provider implementation for Customer Relationship Management

  • Customer feedback tools & implementation (e.g. surveys after school completion)

  • Develop workflow to feed survey information into database of happy customers to leverage as a reference or suggestions for improvement

  • Segmentation of customer lists

  • Develop new programs to nurture customers and find new ones

  • Set up goals, tracking, and reporting best practices

Implementation:

  • CRM technology onboarding

  • List segmentation

  • Engagement plan for 2 segments

  • Email templates created

  • 3 emails per month

 
Lisa FlosznikFundamental