by Ash Nallawalla
CRM Manager, Macromedia Asia-Pacific
(Originally appeared in APC Magazine in a slightly different format)
CRM gurus Dr Martha Rogers and Don Peppers say that practising good CRM requires you to develop a one-to-one learning relationship with each customer, over four stages:
It's about treating different customers differently. It requires a shift in thinking, perseverance, discipline, and CRM software. It’s going to take you many interactions with each customer to improve identification of their details. You’ll need more than a few customers before you can place them in different segments and address their needs by segment. It may take even longer before you know enough to customise individual offerings.
Here's a real-life example: a Sydney hotel preferred by a colleague has collected seemingly minor observations about him over several stays. He once requested a power strip and a larger desk to accommodate his laptop and other devices; thenceforth, these have been automatically provided. He ordered skinny milk with his tea at the café and charged it to his room. When he checks in for breakfast and states his room number, the waiter comes over with skinny milk before taking his order. These personal touches make him loyal to that hotel.
Key features you should look for in a CRM software package are:
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