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The Customer Experience: Big Corporations Can Learn from Small Shops

February 16, 2012
By Amanda Ciccatelli - Telemarketing Software Web Editor


Customer experience management creates dramatically different shopping experiences for its customers depending on the business. Retail business owners, specifically, have mastered customer relationships, sped up inventory turnover and improved efficiency of supply chain management, without using the expensive advancements in information technology.


A mydigital.com blog highlighted how companies of all sizes can learn from small retail shops even if they can afford to buy CRM or data management software. Small and medium-sized companies around the world sometimes lack affordable and basic customer service. They do not need to not have huge investments in sophisticated software to accomplish simple tasks to make improvements to their relationships with customers.

It is becoming increasingly easier to use marketing techniques to improve customer experience management. In order to maximize the point of purchase capabilities, there is no need to hire teenagers in large numbers anymore. For example, a retailer can ask a youthful cashier to call customers and provide them with details of a new promo or product instead of making him do some accounting work when there is less customer traffic in the store.

There is no excuse for not collecting customer data and prospective pipeline information even in small share broking services companies. For instance, mail order resellers do not always see the big picture of CRM. They bring out boring or overdone brochures and follow up with a telemarketing jargon for the new product, ultimately interrupting people at home during dinner time to make a marketing pitch. 

Few software packages purchased online have many announcements of upgradation, or improving the quality of a product, yet there is the failure to drive sales via product upgradation. However, with the rise of the iPhone (News - Alert) and iPad, more developers may be performing upgradation to make enhancements in their company’s CRM.In today's target marketing realm, mailers represent wasted paper. 

Most marketing professionals would rather read a white paper targeting them or a personalized letter introducing a relevant service than an industry-driven tabloid soliciting self-serving trivia. B2B newsletters and mailers are more insensitive to the time of clients.

These examples illustrate part of the CRM spectrum, encompassing the integration of all levels of information available on prospects, customers, products, promotions, distribution channels, media, and competitors. The goal of CRM is to identify and reach the consumer with the right products, at the right time, with the right price. For each business this task will be different, but for all businesses, it still means becoming increasingly adept in the art of relationship management.




Edited by Juliana Kenny



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