Working On The Clients’ Historical Data: A Gold Mine Inside Our CRM

Working On The Clients’ Historical Data: A Gold Mine Inside Our CRM

The importance of information

The CRM represents the organization’s informational value: thanks to the CRM it is possible to structure commercial actions on specific clients, identified by reference market or for a specific “back story”.

Unfortunately, even today many companies use their information in a non-organized manner and sometimes while having a CRM or an organized database, they resort to using lists on separate files. This might be useful for fast analysis, but do not allow the possibility of developing a strategy on the bases of clients.

But yet, how many times you happened to hear “The sales team do not love the CRM… That’s why they continue to work on Excel sheets”.
In practice, this is the declaration of failure of a CRM project.

Instead, the information brings value on its own because it describes reality and allows us to behave accordingly.

The clients’ “history”

A typical example of the importance of information in an only repository is the work over the clients’ historical base.

The majority of the companies, in fact, frequently only work over each year with a percentage of the last year’s clients: if it surpasses 60% it’s already a great success.

Occasionally this information is not even easily attainable and is kept inside the company’s management system instead of inside the CRM.
Still, it’s known that finding a new client can cost as much as 9 times more than it would of if a clients’ base was kept.

Frequently we have met companies that inside their CRM have registered thousands of contacts collected during the many years of commercial activities, with an enviable client database. Relations built with great effort over time but then lost because of not keeping it active through a dedicated visit, or a personalized call or mail.

But how to work in an efficient manner on the clients’ historical data?

The great amount of general and personal data collected hardly can be managed with rationality and efficiency only by human capability. It is needed (and useful) to then utilize the IT tools at our disposal.

Mapadore focuses on this aspect and was idealized as to make the sales reps increasingly adopt the CRM and constantly reduce their Excel files control, being able to access all the information inside the CRM and reorganizing them according to the desired goal.

Organize the work on the clients’ historical data

To resume work with clients’ historical data it is useful that the sales team works on new lists, dynamic, capable of updating itself to the company’s strategy.

And it is important that the sales team (and everyone inside the company’s structure involved with client contact) do not leave the CRM and use it as the only reference to each client interaction.

Mapadore, for example, has developed an algorithm that helps to map the clients not contacted for a long time and establish their priority based on the parameters determined as more significant to the company: the value of the stipulated contract, the size of the company, the sector it belongs, the date of last buy or last visit, etc.

It’s all shown through a simple and intuitive interface that helps the user to plan the next business move.

For the sales, it is possible to define the rules of how to work with the clients’ historical data: for example, decide to alternate in the agenda between 3 active clients, 2 prospects and 1 lost record, therefore creating a methodology much more effective and economical in terms of time and costs.

This function of Mapadore, in essence, is based on two principles:

Smart Nearby – show to the user a list of interesting contacts based on its geographic position. When the Sales Rep goes to a client’s office he will be able to see with extreme simplicity and agility other clients in the region, reducing in that way the cost of mobility and enjoying the occasion for a visit.

Reshuffling of the customer base – to value the CRM in its intirety, proposing to the user periodically new “forgotten” registries and from which they could bring new commercial opportunities. This functionality also helps to break the routine of the sales rep improving his performance in practice.

Sales on the 4.0 era can no longer be left on the instinct of the salesperson.

Why not use a 4.0 tool to support this activity?