Customer management Business Navigator — Customer Relationship Management (CRM)

Business Navigator — CRM allows for the collection of comprehensive information about the company's current and future customers. In order to achieve true customer orientation, it is necessary to know the daily life and habits of our customers and to be able to answer the questions:

• Do we really know our customers?
• Do we know how they search for our products?
• Do we know what problems they encounter in the process of searching for information?
• Do we know how often they use the company's products and how they actually use them?
• Do we know their main motives for purchasing and using the products?

With Business Navigator — CRM, companies can capture and deliver all the necessary customer service information data during every interaction. Thus, employees can become an army of marketers who are not only interested in marketing, but also support every initiative of the company in customer service and attracting new customers.

Business Navigator — CRM allows you to determine the activity of customers and their profit by registering each contact and transaction with the customer in the system. Based on the knowledge of previous customers, it is possible to make an extremely strong commercial offer that satisfies specific needs, as it is extremely important to know what the customer needs and how much he is willing to pay. Thanks to the contacts, actions, correspondence, sent emails and issued documents registered in the database for each customer, each employee can immediately, at the moment of contact, make an accurate decision on what to sell to the customer, how to answer his questions, how to solve his problem and how to react to his complaints and recommendations.

Complete customer information also helps in identifying "lost" and "inactive" customers. The company's overall strategy for retaining current customers also depends on the correct analysis of these indicators.

A basic process in analyzing customer behavior is their segmentation. Business Navigator — CRM allows customer segmentation in two different ways, which can be used in combination:

Segmentation

Segments are freely defined by the user as a list in the basic data depending on the company's activities. As a segment, you can use, for example, the customer's business activity, their belonging to a certain price group, the type of products they buy, the method of product distribution, whether they are an end customer or a distributor, etc. The segment is selected in the data of each customer and can be used for analysis.

Target groups

Segmentation can also be done with target groups. In this case, different target groups are defined, which can then be used to automate the processes of creating advertising campaigns and promotions related to this group of customers. In this case, one customer can participate without limitation in many target groups, and his inclusion in a given target group can be done on the fly, without changing the customer's data. To facilitate the formation of target groups and group inclusion of more customers, the segment in which they participate can be selected.