Customer Relationship Management (CRM) systems are especially important for marketers of big ticket, considered purchase products. This is because customer purchase decisions may take weeks and months, and the ownership cycle often lasts for years. It is, therefore, important for marketers to maintain a dialogue throughout these extended cycles to increase their lead management and customer retention effectiveness.

To accomplish this, a CRM system is needed to enable marketers to efficiently respond to the right customer, at the right time, with the right message when specific “events” occur. Left Brain Marketing can assist you in developing your CRM system and customer relationship strategy by…

• Designing a customer database to pull together information from a variety of touch points with your customers

• Working with you to develop the “business rules” to respond to various customer or prospect events, such as…
  • When a consumer visits your website and requests further information
  • Six months after a customer visits your website, you discover that he/she has not purchased your product
  • When a customer has a warranty repair and may be at risk of defection
  • When the customer warranty period is set to expire
  • After owning your product for four years, the customer may be ready to repurchase
• Creating the “CRM engine” to apply the business rules, perform the corresponding actions (e.g., fulfill materials,    forward leads, etc.) and update the database on an ongoing basis

• Providing the tools to communicate or interact with customers and prospects
  • Develop and send customized electronic newsletters or emails
  • Transmit prospect information to your fulfillment house
  • Forward leads to dealers or your sales staff
  • Report customer “complaint” information to consumer affairs and/or dealers for corrective action
  • Gather feedback via online surveys
Once the CRM system is developed, the actual communication pieces would be designed by the client, their ad agency or one of our “right brained” creative partners for fulfillment (either electronically or via mail) to customers and prospects.