Customer
Contact Strategy – Why it’s a must
Tony Beales explains the basics How does a CCS help? How can IT help with this? Why do so many CRM systems fail? Do all wholesale systems offer CCS? To learn more about BCP’s Customer Contact Strategy
please submit a contact form or call us on
0161 355 3000, asking to speak to one of the Distribution sales team.
Why is a Customer Contact Strategy (CCS) so important?
It’s about retaining customers and avoiding customer churn in order
to operate more profitably. Customers are hard to win, but easy to lose. Research
has shown that customers leave not because of price, but because they feel
they haven’t been treated properly and that it’s 5 times cheaper
to trade with existing customers than to win new ones.
It helps you to know your customers (who they are, what they buy, how they
like to be treated and so on), handle them efficiently and use knowledge intelligently.
Through good CRM (Customer Relationship Management), business analytics and
loyalty programmes. CRM, for example, should store customer contact information
centrally, make customer information available to all customer-facing staff,
provide work flows for handling specific types of contact and integrate to
loyalty systems to identify and reward good customers.
Usually they’re too complex and need too many business processes to
be changed to fit around CRM. Success depends on simplicity and tight integration
to business processes. BCP’s Accord CRM, for
example, is simple, fully integrated to Telesales, Account Management and
other business operations and has the same look and feel as the rest of Accord.
No. You’d need to check with your supplier or, if you’re looking
for a new solution, ensure it’s on your ‘wish list’.