Pint-Sized Platforms
Think your company is too small for a CRM structure? Think again.
According to a white paper from CRM software consultancy Vendor Guru, appropriate customer relationship management applications can help small firms:
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Automate basic labor-intensive business processes.
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Consolidate data to deliver real-time information throughout the organization.
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Analyze the market to focus retention, cross-selling, upselling and prospecting.
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Enable company departments to collaborate on a variety of initiatives.
CRM systems do this by analyzing information drawn from customer data and then disseminating it.
Depending on the setup the direct marketer chooses, CRM technology can:
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Organize and centralize customer information from contact centers, service bureaus, complaint departments and field technicians.
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Store and analyze response rates of various outreach programs.
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Improve communications with customers and avoid excessive soliciting.
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Prioritize tasks, appointments and prospects based on potential value.
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Export customer information to handheld devices and laptops, providing reps greater knowledge of their customers.
There are two models for incorporating CRM systems, regardless of a company’s size. Some are maintained by the DMer, others hosted by an outside vendor.
The benefits to maintaining a CRM application in-house include:
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The ability to integrate legacy systems.
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Proximity of data, which makes information readily available.
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Ease of customization, especially for businesses with complex infrastructures.
The drawbacks to maintaining a system in-office include:
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High initial capital investment for software and hardware.
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Charges for software upgrades.
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The need for an IT department.
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Lengthy implementation periods.
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Generally longer time frames to realize return on investment.
Some DMers may prefer to have their system hosted by an outside vendor.
Benefits include:
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Low initial capital investment.
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Shorter time frames to realize ROI.
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A greater likelihood that current software and hardware will be used; upgrades usually are built into the subscription price.
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Access to information anywhere with an Internet connection.
The downsides:
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Monthly subscription charges can be greater over time than the purchase of an on-premises application.
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Potentially sensitive information resides outside the company, so system outages and data security are in the hands of a vendor.
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For more CRM and database marketing material, go to http://directmag.com/disciplines/crm/.