Today, there are many Customer Relationship Management examples in business.
Indeed, customers are the most important part of any business and it is vital to have a good relationship with them to reduce customer attrition.
Here is everything you need to know about Customer Relationship Management along with our Top 5 Customer Relationship Management examples in companies!
What is Customer Relationship Management?
Before reviewing Customer Relationship Management examples, it is essential to define the notion of Customer Relationship Management.
Customer Relationship Management or CRM consists of strategies, processes, and software that manages your company’s interactions with customers and potential clients.
CRM can be used in marketing, sales, and operations, to monitor and improve relationships, and upsell clients.
Why is Customer Relationship Management important?
Customer Relationship Management provides you with insights on your customers, prospects and suppliers. You can use this information to identify pain points, improve processes, sell more and build customer loyalty.
The goal of using CRM is to improve and expand a customer lifecycle, by enhancing relationships, adapting customer retention strategies and driving sales growth.
Managing this cycle can mean the difference between customer retention and customer churn.
Top 5 examples of CRM implementation in organizations
Here are 5 successful Customer Relationship Management examples that may inspire you to use CRM in your business.
1. Apple CRM
Customer Relationship Management plays a pivotal role in Apple’s growth strategy.
If you’ve ever used an Apple device, you probably had to register it using an Apple ID. An Apple ID is an account you use to access Apple services like the App Store, Apple Music, iCloud, iMessage, FaceTime, and more.
These unique IDs synchronize across devices, save music and film preferences, and provide bespoke recommendations based on what you like. For users, this is convenient. For Apple, it’s a tool that provides insights on what customers like and it can be used for effortless, targeted marketing.
2. Coca-Cola CRM
Coca-Cola uses CRM to promote collaboration and deal with customer issues quickly and efficiently.
By using CRM software, every member of a Coca-Cola team can identify issues, monitor customer behaviour and social media to promote offers and promotions.
Moreover, team members can use mobile apps on the go to access customer history anytime and anywhere, create and update work orders, and send out field technicians in real-time.
3. Amazon CRM
Throughout the past few years, Amazon has become the go-to online platform for online shopping. One of the main reasons for this is Amazon’s CRM system. Amazon has one of the most complete CRM infrastructures in the world that harnesses customer data during purchases to instantly customize users’ online experience.
When purchasing an item from Amazon, you will need to set up a personal account. Then, Amazon can track your purchases and browsing history to tailor marketing campaigns and email campaigns based on things you will probably like.
Moreover, you can configure your account to set up purchases in one-click. This is one of Amazon’s most popular feature and customers appreciate it as it dramatically speeds up the checkout process when making a purchase.
4. Activision CRM
Activision is a pioneer in the video gaming industry that uses CRM to connect with gamers via social media websites such as Facebook and Twitter. By using a cloud-based CRM solution, the company was able to:
- reduce customer service related expenses by 25%,
- assess and resolve 82 % of customer-related issues through online self-service,
- improve communications with its gaming community,
- reduce overhead costs,
- increase user satisfaction rates,
5. Tesco CRM
Like most retailers today, Tesco uses a Clubcard to reward its most loyal customers. For every pound spent, you earn a point. These points can then be traded in for Tesco Clubcard ‘vouchers’ and vouchers can then be traded in for rewards. Tesco has partnerships with many restaurants, hotels and gas stations thus giving users more opportunities to earn points.
There are programs available for all family members: Tesco Kids Club, Tesco Baby and Toddler Club, Tesco Healthy Living Club, World of Wine Club.
Tesco uses this for targeted marketing actions and there are over four million variations of its quarterly mailing to ensure that discounts and offers are personalized for each customer.