As noted in an earlier tip, CRM “…means making the customer the center of the enterprise.” In effect, CRM is not functionality or a technology; it is a strategy and philosophy. At the center of this philosophy is the customer. You need to consistently ask yourself: What can you do as an organization to make your customers’ experience with your organization as pleasant and valuable as possible, thereby ensuring customer loyalty?
Increasingly, a large part of the answer to this question is using technology to make customer interactions fast, easy, and convenient. (For example, I recently received a parking ticket in downtown DC. To pay the ticket, I went online to their website, typed in my ticket number, and paid the ticket with a credit card. The whole transaction took less than two minutes. Now that is customer service. As for the parking ticket, well…)
So back to the question: “Don’t all AMS packages provide CRM capabilities?” Yes, generally speaking, most AMS packages provide very basic CRM functionality, such as allowing your members and customers to go online to update their customer profile, purchase products, or register for an event. More advanced AMS packages will even allow customers to see an entire “profile” of his or her interactions with your organization, showing all purchases, volunteer and committee service, awards, certifications, and more.
All of this can be completed automatically, thus improving your responsiveness to the customer without increasing workload on the staff.
CRM is a business strategy. Good CRM-focused technology can help your organization achieve your CRM goals.
So: Do all AMS packages provide CRM capabilities? Well…yes and no.
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