| While you are working hard to attract new | | | | mobile or portable communications devices. Retention |
| customers in order to maintain growth, your existing | | | | of customers for life is promoted through CRM |
| customers expect the same personal communication | | | | enabling personal communication with their contacts |
| they had when you first attracted them. | | | | who have all the information immediately to hand |
| If you want to retain your existing customers for | | | | required to deal with their query, irrespective of its |
| life, you will have to develop a means of utilising time | | | | nature. |
| efficiently so that communication with your original | | | | In cases where smaller businesses do not have the |
| loyal customers can be maintained, while your sales | | | | resource to allow this degree of service, Microsoft |
| force is concentrating on attracting new ones. The | | | | CRM provides data and reports which enable the |
| answer is Customer Relationship Management (CRM). | | | | company to use Pareto principles to identify the |
| It is not a coincidence that CRM can also stand for | | | | more profitable customers. The 80/20 rule states |
| Customer Retention Marketing! | | | | that 80% of profits come from 20% of the |
| Using modern CRM software you can hold all of your | | | | customers. Microsoft Dynamics CRM 3.0 SBE allows |
| information on each customer in a central location so | | | | small businesses to identify these 20% and work to |
| that it is easily and quickly accessed by all relevant | | | | preferentially retain these customers for life. Although |
| authorized employees. All of the information required | | | | the other 80% of customers are important, and |
| to maintain the good and effective communication | | | | should also be made to feel important, it makes |
| that makes your customer feel valuable is available | | | | sense to focus restricted resources to ensuring |
| immediately in a single location to whoever in your | | | | loyalty from the most profitable customers rather |
| company needs it. | | | | than spreading them thinly and satisfying none. |
| A rapid response with instant answers to an enquiry | | | | Microsoft Dynamics CRM 3.0 is a powerful set of |
| shows the customer that he is important to you, a | | | | tools which integrates seamlessly with other |
| vital factor in retaining loyalty. Studies have proved | | | | Microsoft Office software and is therefore not only |
| that product satisfaction, while important in initially | | | | easy for employees to use, but can be customized |
| attracting customers, is not so important in retaining | | | | to fit in with their existing working practices. This |
| them. Customers like personal contact, which shows | | | | allows thin resources to be spread more widely by |
| them that they are important to you. | | | | increasing their effectiveness by automating many |
| Microsoft Dynamics CRM 3.0 is able to send | | | | repetitive tasks. |
| personalised e-mails to customers to achieve this | | | | The loyalty of customers to their personal contacts |
| personal contact. The Small Business edition (SBE) is a | | | | can be so strong that it is not unusual for customers |
| powerful tool that allows small to medium businesses | | | | to move with their contacts. It is important to |
| keep in touch with existing customers, while | | | | develop loyalty of your own employees to your |
| managing marketing campaigns designed to attract | | | | company to avoid customers moving to your |
| fresh ones and expand the business. | | | | competitors when your sales personnel do. Microsoft |
| It is well known that many customers are more loyal | | | | Dynamic CRM 3.0 helps build this loyalty through the |
| to their contacts within your organization than to the | | | | provision of powerful tools enabling your employees |
| company itself, and prefer contact only with their | | | | to provide customer satisfaction quickly and easily |
| regular sales representative or account manager. | | | | without having to learn too many new skills. This |
| Microsoft Dynamics CRM 3.0 enables these individuals | | | | promotes job satisfaction, and hence loyalty. |
| to have all customer data at their fingertips through | | | | |