Microsoft Dynamics CRM
A fairly difficult period of last few years has led to radical redesign of demands and requirements for CRM systems deployments.
A further damping of market demand led many users to re-think about effectiveness of costs spent during both pre-sale and post-sale periods. A considerable effort to place the product on the market together with non-performing sales results has reached a level which shows a disproportion between the sales cost and the actual sales margin. Many companies have resolved the situation by a better targeting of sales activities and spent resources as well as an improved matching of customer needs with company’s products.
It especially means that at a lower cost we need to find, address and serve a customer whose needs can be very well resolved by the offered products but at the same time to keep from all customers with different needs. Mainly for cases where the needs are covered better by competitors. An implementation of this idea into a software system removes obvious differences between a marketing research and sales. In respect to dynamics of needs it became necessary to immediately address a detected enquiry with a matching quotation.
Microsoft Dynamics CRM provides a higher support of effectiveness and of all sales activities. In short, the CRM solution is more often used as a tool which supports both main marketing processes:
- An active creation or finding of market demand and fast qualification
This process is supported by means of telephone or direct mail addressing, scheduling sales representatives’ activities, activity analysis of their meeting minutes, quotation procedure.
- A passive understanding of a market progress and improvement of our own supply
This process is supported by analysis of inquiries and of a growth of helpdesk knowledge base, lost prospects analysis, processing support incidents of our support team.
Both aforementioned processes can enrich each other if they are supported by a single system which can combine and use stored information. Only in this kind of arrangement we can use a very most of customer potential on one side, at a reduced cost on the other side. It is well known and proved many times that the most successive salesman is a capable support engineer and an important part of a success is an ability to be at the right time on the right place.
Telemarketing helps to create a small, low-cost and effective team with a wide scope, a high fighting power to gain customer potential. It also helps to decide on suspending non-efficient activities or unprofitable customers. This is required to meet the main objective of a business or manufacturing company – to produce a profit.