Practical Application: Overcoming Challenges in Customer Relationship Management

Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

In this application, create a useful plan to collect, analyze, and manage your customer relationship management system. Use the checklist to evaluate your effective use of data and customer information.

The Power of CRM

Want to improve customer loyalty, increase purchases, and get more referrals? An effective CRM system can help you understand your customers and improve your relationship with them.

Customer Relationship Management (CRM) is using technology to manage customer data, notes and interactions, and information about potential clients. In the lesson, Customer Relationship Management for Small Businesses, you may remember learning how a CRM system can help you track important details, sales history, and all aspects of information related to customers. This tracking can help you in building customer relationships and customer retention.

Let's look at a scenario that can help you plan what information to gain from a CRM and use a checklist to evaluate your effective use of data.

Getting Onboard with CRM

You are just one week away from opening your new dry cleaning business in your hometown. You are planning an exciting grand opening and already have over 100 RSVPs! You plan to offer appetizers, ask visitors to fill out customer information sheets, and offer discount coupons for their first dry cleaning service. It's time to consider how you will implement the use of the customer data you will receive.

Challenges to Consider

  • How do you get the customers to come back?
  • How do you organize all of their requests and information into one system?
  • What system will you use and how will you be able to get the information you need?
  • What data do you need to collect from customers?
  • How can you use the data to provide better customer service?

Here's a checklist of steps to overcome these challenges:

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