Can you build loyal relationships without investing heavily in CRM software and complex database systems?
Over the years, customer relationship management (CRM) has come under fire as a disappointing marketing strategy which has failed to produce promised return on investment from costly and complex software systems.
In light of increased competition, savvy consumers and broader marketplace trends the question must be asked: Can you build loyal relationships without investing heavily in CRM software and complex database systems?
The short answer is yes.
CRM is more than just a function of the fundraising, marketing or IT department. It is a concept that must permeate every aspect of the business…communications, receipting, recognition, volunteer management, event management, telemarketing operators and the list goes on.
Certainly database software makes it easier to report and analyse, track trends; identify segments and maintain data integrity; however a change in thinking can do more for your customer relationships than an expensive piece of software ever could.
The benefits of maintaining customer relationships is clear:
- It makes sense and is common sense
- Acquisition is a costly, often executed as a ‘hit and miss affair’
- It costs less to service an existing customer
- Loyalists introduce new supporters
- Supporter spend increases over time
- Loyal supporters provide insulation against competitor activity
So, how do you build and maintain loyalty with consumers and known supporters?
Email or tweet us your ideas or call us for a confidential chat today on how we can help you build customer loyalty.