CRM Articles

Permission Marketing

eSalesTrack enabling permission marketing

Customer preference and choice, personalized, individualized customer relationship management, interaction , exchange and communication, tailored and customized, opted into, willingly and participatory relationship building in a mutually beneficial business relationship.

Our communication and interactions as a mobile technology-enabled society puts us in a position where we are connected and available all the time. As one industry analysts puts it “always on”. Marketers and businesses have to come to the deep understanding and enlightened insight that clients would want to hear from us or talk to us when it is convenient, on their terms and only when, how and where it is relevant and has or adds value to them, if they so choose. The empowered clientele of our mobile wireless world holds the power of permission. Most businesses respond with personalized and individualized approaches relevant to that customer and their preferences, wants and needs.

Being ready, available and responsive will prove to be the key to success for businesses in the new economy and future markets. Customers will initiate contact at their discretion and business will respond – customers will get to say when they are open for business so to speak. Capturing that moment and bridging the gap, efficiently, competently in a coordinated, integrated way will rely on a solid CRM on-demand and SFA infrastructure to assist you with the basics that underpin your appropriate, timely response and due actions you take.

Fred Newell in Wireless Rules (2005, pg 307), words it this way: “Customers care about control. Customers care about the experience. Customers care about time. Customers care about intelligent value for money. Customers care about what is new. Customers care about being known and loved, being recognized as a valued customer, having their preferences remembered, being recognized. Customers must be known everywhere, at every interaction they choose.”

This sets the tone and challenge for businesses that want to do more than survive. Those who want to pro-actively share in the collaborative process of transaction and connection for mutual benefit that is the modern sales-process

Being ready, prepared and pro-active in the marketplace and responsive and personalized CRM will be crucial elements in the toolkit of any successful organization. Fred Newell (2005, pg.30), also highlights a couple of grounding questions that we often utilize to do a reality check and take a pulse on the current baseline performance and readiness of organizations for CRM on-demand:

• Will customers be able to find you all the time, everywhere, on any wireless device?
• Do you deliver excellence all the time and everywhere; intelligent service, in person, m-service, internal agents, all the time, every time?
• Can your customers buy on their terms, their way, all the time, anywhere?
• Can your customers get the goods they want, the way they want, on their schedule?

Let the experts at eSalesTrack assist you in getting your fingers on the pulse of not only your organization today, CRM on-demand solutions, but also prepare to address the needs, wants and demands of your customers, future markets and emerging clientele.