// PREDICTIVE INTELLIGENCE //
Ambroży Rybicki , CEO and Co-founder , ARP Ideas
The second is to understand your offering , which is a difficult task . Your offering is not just a list of products or services . Each purchase is based on experience and lots of additional aspects regarding the client ’ s needs . Only when a company understands their client , do they really know the offering they can improve .
The next essential step for companies is to establish the goals for the CRM platform . Whether the business is an e-commerce store or consultancy business , it needs to be clear what the aim of the CRM data is for ; from registering customers to retaining and growing a customer base . This is especially important if the CRM strategy is supported by an external IT consultancy as it would offer a customised service and approach to your business ’ aims and therefore be able to advise on the best practices when planning the goals of the CRM implementation .
It is also vital to understand the customer journey . As a customer base continues to grow , there will be different buyer journeys for different customer segments so it is important to meet them all .
Now the basis for establishing a strategy is clear , it is important to touch upon the numerous advantages that CRM implementation brings and therefore demonstrates its importance to SMEs , including increased sales and revenue , improved customer relationships , improved decision-making and increased efficiency .
Driving sales and revenue
Ultimately , the aim of a CRM strategy is to drive the growth of both sales and revenue through the attraction of new customers and the retention of existing ones . With a CRM strategy in place , SMEs can offer personalised services , track customer interactions and targeted marketing campaigns ; all to ensure the provision of a high quality customer experience . For example , companies are able to track both the customer lifetime value and the conversion time for clients . As a result , companies can see which stages took more time in the sales pipeline and optimise the process . Through a focus on customer retention and satisfaction , SMEs can grow their revenue streams and achieve long-term success .
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