“Real Customer Relationship Management is as much about listening as acting and without an understanding of what your existing customer needs, what chance do you have of delighting them and encouraging repeat purchases.” CIM Judging Panel 2011
Market intelligently not extravagantly!
It looks like 2012 is bringing with it another year of economic uncertainty and while the first reaction of most businesses is to cut their marketing budget it does not mean measurable results cannot be achieved. It has been proven that if you don’t continue to market during a recession your company is more likely to be left behind when the climate turns again; however, good marketing strategy incorporates more than design and media spend. Taking some time to listen to your customers, assess what it is you do that is working and where improvements can be made is vital for all organizations, but it is arguably something that is ignored when business conditions are good which is a mistake. If you work hard at refining your efforts you can get significant results on a smaller budget and make dramatic improvements throughout your business.
The Refinery has just won The Best CRM Programme for their client Voisin Law at the recent Chartered Institute of Marketing Awards. CRM or Customer Relationship Management shifts the marketing focus onto the client’s requirements and away from more expansive strategies. It is a strategy based upon listening and engagement, a more subtle approach.
As always, the first steps to improvement begin with a degree of introspection. CRM is a company-wide business strategy, how every single employee interacts with clients and potential clients has a huge and often undervalued impact on business development and perception.
A client survey can evaluate what current and potential clients are looking for and what you are perhaps not offering at present. It is a common misconception that price points are always the key factor in customer’s decisions. The reality is that communication, or lack thereof, is consistently listed as an issue of at least equal importance.
Existing customer relationships are your most valuable assets. Knowing what your customer wants coupled with the adaptability to give them exactly that will ensure retention and growth. Good business ethics and satisfied customers ultimately lead to personal recommendations and new clients.
CRM management and strategy is a service that we offer to all of our clients and we are delighted that the 2011 CIM committee has rewarded our efforts in this department. Here we were able to demonstrate full and clear CRM objectives, measure the criteria against these objectives and then execute the programs efficiently – ultimately giving our client new customers and a high return on investment.
The Refinery is an integrated marketing company who pride themselves in getting results for clients on all budgets. Our dedicated marketing team offers a dedicated and personalised service and are always on hand to devise strategy, as well as implement advertising and marketing campaigns. Our marketers are innovative, knowledgeable, certified and at all times efficient and personable! We focus on our clients’ needs and find a way to make them happen, whatever they may be.
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