Multichannel approach in CRM marketing

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CRM systems support interaction via email, instant messengers, social networks, push and SMS.

In B2B, for example, they can be used to send personalized offers via messengers or email, and in B2C, push notifications about urgent promotions or letters with general offers.

Important: it is necessary to use those channels that are convenient for customers.

In the absence of CRM, there may be a possibility and problem of losing customer data.

Example: a wholesale clothing supplier from Yekaterinburg. It had two managers who worked in channels convenient for them. There was no centralized management of interaction with clients. One manager suddenly quit, and this led to a partial loss of clients assigned to him.

Why did this happen? The second manager ignored the channel his colleague worked in (Telegram), so the clients' questions either remained unanswered or were answered a week or two later.

The initial implementation of a CRM system jordan consumer email list would have avoided this situation, and the business would have been able to manage all points of contact with customers.

How could multichannel manifest itself? Let's imagine that the company from the example implemented a CRM and configured it to suit its needs.

The image below shows on the left all the tools that are used at different stages of the classic sales funnel, and on the right is the functionality of the CRM system.

It is clear how, thanks to CRM, the source of leads is tracked, applications are recorded and processed, individual notifications are automatically sent, and bottlenecks in the work scheme are identified: