Customer 1st

An introduction and background about innovative Customer Relationship Management solution for Retail Businesses by Shah Micro System Pvt. Ltd.

What:

Most retails businesses rally on walk-in customers. Once the sales transaction with the customer is concluded the businesses generally forget about the customer (except those customers who want credit)

These businesses rally on traditional marketing media like TV advertisements, news papers ads or leaflets and treats all customers as new customers. For these businesses there are no easy way to maintain the relationship with his existing customers and keep the communication channel open with these customers.

Why:

With increased competition in the retail sector from organized retail and other retailers in the same market, it becomes important to acquire new customers and even more important to retain existing customers.

To retain an existing customer you have to know about your customers and constantly keep in communication with your customers to create a new level of engagement. To keep the customers continuously engaged with your business you must constantly keep the customers updated about your business. These updated could be in the form of arrival fresh stocks, special scheme or news about discount sale you are running or it could be a happy birth day or an anniversary greetings!

How:

Capture: The first step to engage an existing customer is to know about him or her. In this step you will capture information about your customer in a structured manner. This repository of your customers will help you to reach to them systematically.

Classify / Organize: Once you have captured the information about your customers you can organize them in various groups or categories. This classification and categories will help you in communicating more effectively. For example, sending news about availability of new shades of lipstick to your female customers can enhance your business, but the same news to your male customers is useless and may be even inappropriate.

Communicate / Connect: Once you have captured and classified your customers, you start communicating with your customers by providing useful and relevant information about your products and services or some other useful information to your customers. This way your business will remain in constant touch with customers and will translate into better recall and more revenue from your existing customers.

Analyze: A structured customer data can help you in planning for your inventories. Create better product mix for your outlet and improved customer service.

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