What is customer management?

The benefits at a glance

If you want to optimise your business, it is important to know your prospects and customers. Customer management therefore allows you to collect and manage their needs and expectations. It tracks all information, interactions, conversations and the stage in the sales funnel. Managing needs and expectations is important to build lasting relationships with your prospects and customers. Loyal customers will ensure that the company's profitability increases. When people talk about customer management, they also often use relationship management or customer relationship management (CRM). Below are the 5 benefits of customer management to use in your organisation.

1. Following up (potential) customers properly

It tracks where (potential) customers are in the sales funnel. This gives you a clear picture of which stages your customers have already gone through and what the right next step would be. By collecting all information from different interactions with customers, you can easily review and use it. This allows you to help each prospect or customer in a personalised and custom-made way.

2. Targeted marketing

With customer management, you can gather in-depth insights about your customers. You get insights on who they are, what they want and what their buying patterns are. With the information you have gathered, it is easy to create a target group of people you want to reach with your campaign. This also allows you to set up targeted campaigns that respond to customers' expectations and needs. It also offers the possibility of sending mailings more easily, by simply filtering the database by criteria of the people you want to reach.

3. Internal progress

Customer management is also positive for internal processes. For example, communication and cooperation will improve. Since the information of all customers is managed in one central database, all employees can use that information. So if someone is absent, his/her customers can be helped by another employee. There is also a clear overview of who is responsible for what, so passing on certain tasks becomes easy.

4. Increase your sales

Now that you know where your customers are in the sales funnel, you can easily create a list of leads to be contacted to try and sell the product. You will also get a better idea of at which stage of the sales process most potential or existing customers drop out and so you can improve those stages to improve returns.

5. View of the future

All information of past performance is conveniently kept in one application. As a result, predictions can now also be made for the future. You get insights into how many prospects you attract and how many of those prospects you convert into customers, so that, if necessary, adjustments can be made in the future to increase these numbers. There is also an overview of performance per employee where, if necessary, improvements can also be made in the future.