Customer Experience Management Through CRM

Customer Relationship Management (CRM) across the globe has emerged as a powerful business trend. This trend is driven more by the customer centricity business philosophy rather than plain vanilla software packages. As the world becomes more interactive, customer knowledge of the options across products and services would grow exponentially. This leads to views and opinions with extensive foot-prints across communities. Businesses that intend serving such customer communities are expected to create products and offerings that rise above the common opinions about similar products.

Marketing Automation

Having created such flawless offerings, marketing function could commence. CRM software’s marketing functionality needs to promote new product or a service through multiple channels with unified message. Where the marketing functionality leaves off by creating leads, sales force automation needs to pick up the thread seamlessly, from qualification to closure of such leads.
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Sales Force Automation

From CRM perspective geographically aligned sales territories are of lesser consequence. It is more about organizing sales effort based skills, best suited for handling a customer groups spread across large geographies. Lead qualification and prioritization supported on CRM platform ideally in automated fashion based on past successes would allow expensive sales effort to directed where it has a best chance of success.
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Customer Support Automation

Having taken a customer on board, organizations need to nurture those relationships of repeat purchases and more importantly creating positive opinion about the product and service usage, among their customer community. Customer support needs to take care of multiplicity of customer touch-points including Email, Web, Mobile, Phone, Walk-ins etc. It is important that the customer requesting for service has a similar experience irrespective of the medium of contact used by them. Responsiveness to the customer request too needs to be identical across touch-points. Without customer support automation as a functionality of CRM, such a unified approach would be a distant dream.
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360 Degree Customer View

Customer support of the nature described above needs creating of unified customer information infrastructure that would provide 360 degree view of the customer to the entire organization that is wanting to nurture that customer relationship. Creating such views are easier said than done and for global corporations, this could be an exercise that could span over multiple years from technology stand-point. Fortunately this could be done incrementally, while benefits of customer analytics are derived by the users of this functionality in CRM.
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Sales Growth Cube

Implementation of the above is possible when CRM systems integrate with core and other applications in an organization where customer information flows unhindered. Such integrated platforms with CRM at the centre than is ready to produce tangible and measurable improvements in key business areas such as lowered cost of customers acquisition, their retention and growth through increased revenues and profitability per customer. Cross and Up-Sell of newer products and offerings are then possible with ease, while focusing sales and marketing investments towards customers with higher customer lifecycle values. Divas Software Sales Growth Cube® framework shown below thus becomes a reality on integrated platform described above.
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                                                                  Sales Growth Cube® Framework