Best practices for CRM use in the logging industry
Customers, and your relation with them, can become the determining factor for the success of your logging operation. How you engage, reward, and retain your customers should be at the top of your strategic priorities. Increased sales should be top of the list when engaging new or existing customers, though it should not be the sole objective. Nurturing relations and adding services is just as important. Customer relations can be effectively managed through a CRM platform. As the number of customers increases, so do their demands. Keeping up is not easy.
This post explains some of the best CRM practices, applied specifically to the logging industry.
CRM Best Practices
CRM can be defined as the alignment of all business strategies, business culture, and organizational structure, for the achievement of a unified customer engagement strategy. A full CRM program therefore should encompass all aspects of customer engagement, from customer retention to establishing trust, reward programmes, open new channels of communication, etc., while taking into account the internal culture, organizational framework, and any other factors that may impact customer relations. When focused on the logging activity and framed within the Digital Transformation landscape, CRM activity should include the following best practices:
Personalization and communication – Getting to know your customers pays off in the long run. Find out as much background info about your customers as you can, and create a tailored, customized experience that they will remember and return to. This may include blogs, dynamic content, or other material that may be particularly relevant to your customer’s, for one reason or another. A customized experience will help customer loyalty. Also, maintaining multiple open communications channels for your customer to engage with you is of capital importance. The customer should be able to communicate with you at anytime. 360 degree customer view – Engaging your customers with full knowledge of what they need is paramount to succeed. An integrated CRM solution will enable you to obtain a global appreciative view of your customer’s needs.
CRM is a whole strategy, not an isolated project – Developing a comprehensive, all-encompassing CRM strategy should be the goal. CRM is not a single project that comes and goes. If your logging operation is to succeed, its CRM implementation must be wholesome, and reach out to all customers at all times. Equally, customer relationships must be nurtured and supported on an ongoing basis. It is just not good enough to engage initially to get the business is, then let things slide. That relationship will not last very long. Technology is a means to an end, rather than an end by itself – Technology is there for your use, to be utilized for the betterment of your operation. Don’t treat it as the end goal, as the ‘must-have’, and then forget about all the other aspects.
The implementation of a CRM platform, particularly when coupled with ERP, will undoubtedly be a major step forward for your organization. It will come with challenges and problems, but technology and excellent customer working will provide all the answers. Treat the CRM technology as a stepping stone to reach out to your customers, and a means to develop a comprehensive view of their needs and requirements. Packages like Dynamics 365 will give you all the necessary tools to develop such engaging behavior with your customers, while providing you with a robust, data-driven environment to work with.
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