In a case study from the International Journal of Arts Management, researchers explain how CRM draws its power to enhance customer relationships from three sources:
1 – THE POWER TO CAPTURE. Because organizations can store information about their customers and prospects, they can send messages that appeal to peoples’ real interests, preferences, and identities.
2 – THE POWER TO SEARCH AND SORT. You can select and target customers from your CRM system based on specific characteristics. Selectivity not only enhances your relationship with customers by helping you share highly relevant information with them, but the efficiency of selectivity reduces wasted effort and increases return on the investment of your messaging effort.
3 – THE POWER TO ANALYZE. CRM software lets you compare the effectiveness of your integrated sales presentation messages. For just one example, you can share unique versions of sales presentations with unique viewers to measure and compare which content attracts and keeps viewers’ attention.2