Not every improvement to your business is going to focus on optimising business processes. Sometimes, it’s as simple as remembering a request from a customer – which becomes so much more important if you forget it.
Because we’re always looking for ways to make our software a key element of your success, we had to acknowledge those critical encounters with customers that could result in new business. Neglected, they not only mean a lost opportunity but also an overall loss of your clients’ trust in your attention to their needs.
To help you retain their support, we’ve begun implementing CRM in Chase. CRM (or Customer Relationship Management) is a system for managing your interactions with current and future clients.
It helps you get a grip on those soft metrics that are so important. Things like remembering to phone them back about a query, email an important brochure, or send them a thank you card. These may not result in immediate income but often create the good will that paves the way to it.
Right now, Chase offers basic functionality for managing relationships, with more CRM features to be introduced in the future. It allows you to perform 3 main actions, whose results can be seen in the Contact Details tab of the Client Details form:
- Assign a status to a contact in the Status column. Statuses like “VIP”, “Needs TLC”, or “Contact monthly” are all great examples that send a clear message to your staff.
- Record interactions with contacts in the Last Action column. Click an icon to see a note about the last action you performed for the contact and the date on which it took place.
- Create reminders for future actions. When you create a reminder, you can assign it to a staff member to action. Their name and the due date for that reminder are both visible in the appropriate columns on the form. In addition, the person assigned the reminder will see it displayed in the Reminders tab on their Chase home page.
CRM helps enhance your relationship with your clients, because you can provide personalised communication and service to each one equally. Furthermore, you can accumulate data across client interactions and analyse this information to discover hidden patterns.