Building Customer Loyalty with Sage CRM You probably know that it takes much more time, money, and effort to acquire a new customer than to retain an existing customer. In this article, we’ll explore a few ideas for leveraging the tools and data in Sage CRM to make the most of every customer interaction, build loyalty, and perhaps generate some additional revenue in the process. Marketing AFTER the Initial Sale For many businesses, customer relationships are considerably more profitable after the initial sale. Once a relationship has been established, cross-selling complementary products or add-on services is likely easier and probably requires less discounting. That’s why marketing programs that are aimed at current customers can play an important role in building customer loyalty and a mutually beneficial relationship. The Sage CRM Marketing component provides powerful tools to plan, execute, and evaluate the performance of customer marketing campaigns. You can segregate campaigns aimed at existing customers as well as track and measure every phase of the campaign from initial promo to closed sale. Sage CRM also allows you to build a detailed profile of customers over the course of your relationship to ensure that marketing communication is relevant based on previous purchases, product preferences, and other important characteristics of your existing relationship. Tools That Help You Stay in Touch While some companies make contact with customers only when they’re placing an order, the best-performing companies take a more customer-focused approach. They stay in touch often and realize that relationships are strengthened through a consistent presence and ongoing dialogue. Using Sage CRM to schedule reminders, calls, meetings, and send holiday greetings can help blur the line between relationships that are “strictly business” and those that are more personal and ultimately foster stronger customer loyalty. Access To Customer Account Data All of that customer data within Sage CRM is rendered useless if it isn’t easily accessible by the people that are the face of your business - customer service reps and sales personnel. With Sage CRM Mobile, your staff will have information they need in the palms of their hands to resolve customer issues quickly, place orders efficiently, and keep customers happy - whether in the office or on the road. And because Sage CRM shares data with your Sage 100 ERP accounting system, sales & customer service staff can access information that’s typically stored in the “back office” - like shipping status, accounts receivable, and credit limits. They remain in the familiar Sage CRM interface and avoid “waiting in line” for an answer from accounting or fumbling around in the accounting system. Technology That Strengthens Relationships While you may be using Sage CRM to track leads and manage communication related to new business, don’t forget to leverage the same technology to strengthen existing customer relationships and turn customer loyalty into a competitive and profitable advantage! Contact Us if you’d like to learn more about Sage CRM - an important component of your Sage 100 system. DWD Technology Group is a Sage 100 ERP (MAS 90/200) Partner serving clients throughout Indiana, Michigan, Ohio, Illinois, Kentucky and Pennsylvania. ©2013 Juice Marketing, LLC. http://www.juice-marketing.com. All rights reserved. This article content may not be reproduced (in whole or in part), displayed, modified or distributed without express permission from the copyright holder.