Most customers who have, or are looking to purchase a CRM system are looking to achieve basic results which boil down to two frequently stated objectives: retain current customers and acquire new customers to power growth. Both of these objectives rely on extensive understanding of customer relationships grounded in business data such as account details, sales history, end use information, industry assessment, response to campaigns, etc. If the business does not win through the transformation of time-sensitive management of this data to systems that provide not more data, but useful information and insights, they will lose to competition who are leading in this strategic approach. If your customers are not moving to this new business reality, then they are falling behind.
Look at the following chart. Business growth is far more than just manipulation of basic spreadsheet data. It goes through a major cycle from acquisition to retention with several sub-cycle steps along the way, each enabled by data analysis methods and tools, and more and more sophisticated methods of sharing data into transformed information along the path.
The move now is to unleashing the power of transformed data, delivering the strategic understanding and guidance needed to properly configure data, align and prioritize business needs and explore strategic insights that are possible. This most often needs a specialized, experienced external resource. This resource not only knows the complexity of the CRM tool's capabilities and how to tailor your data to best use it, but also acts as a bridge to bring forth how CRM, applied properly to the customer’s specific data environment, can enable insights and capability of information creation to deliver new levels of business results.
InfoGrow has more than 28 years of experience helping businesses transform themselves from just maintaining and manipulating data to gaining result enhancing information-based insights with high business returns vs the investment in the resources, tailoring and support needed.