L&S Unscripted

For many, the official company website is positioned as a tool to communicate information about new products and services.  And with many of our clients, we are asked to ensure that our marketing efforts drive consumers to the website to register for e-mails, free coupons, prize promotions, etc. 

Many times, the target customer responds to marketing and registers valuable contact information on the website, only to never hear from the company again - it’s a black hole phenomenon.   What happens to those e-mail addresses? 

Here’s where a CRM solution could help.  Instead of floating around in a black hole, those e-mail addresses can be stored in a simple database solution, of which there are many, and be available for on-going customer communication.  Many times when we throw around the term CRM, people’s eyes start to glaze over. People hear terms like dataflows, applications, source codes, business process and all of a sudden, CRM can sound scary or complicated, and expensive.

CRM can be simple.  Our team likes to define CRM as “organized” communication with others.  Some real world examples that people use everyday are Microsoft’s Outlook, your rolodex, or even your Christmas card list.  Somehow, people gave you their contact information with the expectation that you would communicate with them in the future. 

CRM can eliminate the black hole phenomenon. Instead of letting your customers’ e-mail addresses sit in a file somewhere, use them to communicate with people who want to hear from you. 

A CRM tool, like Listrak, can help make it easy to do and easy to manage.  The best CRM tools provide solutions to help your company manage data, or in this case, e-mail addresses. By starting to communicate with your customers, your company can begin to understand, as well as anticipate their needs today, and in the future.

Simply CRM’ing

Billie Jo