Inbound CRM or outbound CRM? Which is most effective in increasing customer loyalty? The question is what makes me write an article about inbound CRM or outbound CRM. I have written about CRM software, now I will discuss about these two CRM.
Question above is very interesting. I think many companies and customer service practitioners interpret that CRM is an active activity, that means the company has the initiative to make contact with customers. If it is true, one CRM parameter is outbound CRM activities. In making contact with these customers, these activities can be divided into customers per period, type of contact, contact method, types of customers (premium or not), and others.
Several times ago, perhaps this way is an effective way. Now, with more and more companies looking to compete in contact with customers, it is becoming a new issue. Customers feel unwilling to be contacted. Companies that released a similar product, is now competing for the customer database.
Having obtained customer data, they battle to establish contact in order to attract customers to buy their product again. Conceivably, if there are hundreds companies and they all contact you to offer the latest products, so it is not strange if now many consumers are reluctant to be contacted by the company. If relying on outbound CRM, I think this CRM activity is inefficient and ineffective.
Conversely, Inbound CRM, we call it the inbound call, usually the customers have a need to contact. Typically, customers who contact the company are looking for more detail information, complaint, answer quizzes, and so on. At this moment, the opportunity to advance relationship will be very large. Better things, you can also do cross selling here.
Therefore inbound CRM activity is very effective if you have many customers who contact your company. The problem is if the customers who contact you are still a little bit? It's time your company's marketing team to think creatively so that they contact you. A simple example is you create a communication channel, any suggestion or request that pass on to your company via this channel, the customers will be able to get the voucher or major prize.
Call centers, as a CRM central activity, as one channel which is used in inbound CRM or outbound CRM activities. It is much needed balance between inbound call and outbound call. Through outbound CRM, companies can increase the accuracy of the customer database and even add to the list of customers. Additional benefit is the relationship can be improved. While the inbound CRM, the company is able to do cross selling more persuasive.
You must determine that balance point. To determine that, it must be adapted to existing conditions and targets to be achieved by your company. Do not forget to do the preparation on CRM infrastructure. Last that I can say is, inbound CRM or when a customer contacted the company that is a concrete CRM. Therefore, you and your marketing team should be more innovate in order to your customers perform inbound CRM.
