There has been much discussion about CRM – Customer Relationship Management - and it’s role. In fact there are whole businesses whose sole aim is to review the incredible and complicated maze of CRM tools and techniques available on the market.

But... for everyday small business owners frankly it’s a minefield. Customer relationship management is fundamentally about how to design, grow and develop long term relationships with your current and future customer taking into account the differing dynamics of each customer and the particular stage of development that each customer is at within your business.

For example, you might be in tourism and attract both new customers to your tourism business and those customers who come every year and use your services. There is clearly a different approach required for the brand new customer as opposed to the existing customer who continues to use your services. For example - for the existing customer it’s a question of providing up to date new information that would be of interest, e.g. New facilities, new products, early bookings discounts, return client discounts, free drop off and pick up services, low season offers – adding value to the regular customer. For the new customer it’s about great service, pricing, value, helpful advice and added value e.g. correct travel time between sites, travel maps or places of interest . Each of these groups requires specific and often different attention.

Each customer today demands a more personalised and connected experience with their vendor of choice if you are not regularly reaching out to them at the right time and offering them an inspirational choice of products and services then you can be sure somebody else will! Bear in mind the vast impact of the worldwide web and the fact that currently 15% of all retail transactions are now done via the Internet. Your ability to track and close business across multi channels is directly affected by how you communicate with your customers, what you offer them and their desire to listen and respond appropriately.

Let us help you understand how you can do more to grow your customer relationships and thereby build the best connections with your customers. Perhaps you already have good customer relationships but is there room for improvement? Leaping Ahead can quickly help you measure exactly where you are and how to take you further. Without customer loyalty your business will spend, based on current research, anything from 7-8 times more trying to attract new customers. So maximise your current customer base. Let us go ‘goodwill hunting’ for you and put you on the fast track to greater profitability.

© Leaping Ahead - John Norton - feel free to copy and replicate any of this information, we only ask that you attribute it to us.