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Putting CRM Data to Work: Outbound Campaigns for Customer Loyalty
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Putting CRM Data to Work: Outbound Campaigns for Customer Loyalty

October 29, 2008

  By Anshu Shrivastava, TMCnet Contributor

A happy client is loyal and always provides more business. These repeat customers are invaluable, and customer relationship management (CRM) is playing a vital role in increasing loyalty and enhancing clients’ perception of a company.

Traditionally, outbound campaigns have been an important part of customer and prospect outreach strategy. Result-oriented outbound campaigns use customer information —profile, preference, etc. — to define “what the customer wants,” thus enhancing the call experience.
The blending of existing information and business systems with interactive voice response (IVR) helps develop better outbound strategies and programs. The combination helps customers in real time. For example: by tapping into customer records, airlines can update passengers about cancellations.
The combined power of the telephone and CRM applications enhances a company’s perception among customers and also increases loyalty, according to industry experts. Also, combining CRM and IVR applications for outbound campaigns drives tremendous value for any company.
Moreover, marketing departments can create targeted campaigns to up-sell or cross-sell services that are “meaningful” to a particular customer with the help of information available on purchase history.
Sustaining and increasing customer loyalty is half the job done. CRM is also playing an equally important role in acquiring new business opportunities. Companies usually have an outbound lead generation or inside sales team. The sole role of this team is to make outbound calls to prospects.
While conducting any outbound campaign, the number of outgoing calls needs to be maximized to increase the number of sales opportunities. With IVR applications, CRM users can access information from a CRM application through the telephone. In addition, they can even be instructed to place a call to a contact stored in the CRM.
Phone-enabling CRM systems helps companies fully maximize the telephone as a sales, marketing, service and support channel. Today, companies are benefiting immensely by integrating CRM technologies with IVR and call center solutions.
CRM is helping companies drive greater customer satisfaction, higher retention rates, and more successful attempts at up-selling and cross-selling by providing tailored, accurate and timely responses to customer needs.

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Anshu Shrivastava is a contributing editor for TMCnet. To read more of Anshu's articles, please visit her columnist page.

Edited by Mae Kowalke
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