Business Intelligence Lowdown: The Future of CRM in the Marine Industry

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December 22, 2005

The Future of CRM in the Marine Industry

Today, customers expect to be able to get in touch the seller when they want, where they want, and how they want. And this expectation is spreading to industries that traditionally did not fucus on such CRM initiatives - the marine industry, for instance. The challenge for consultants is to make industry leaders understand the power of proactively recognizing customer needs. They also need to understand the importance of having the ability to build on an existing customer relationship with effective CRM capabilities. Customers want different employees working for the service provider to be able to recognize, or get alerted to opportunities in which the customer is interested (e.g. a children's sailing program, for a customer who has little children). Customers are looking for a compelling customer experience where they get the opportunity to choose from several touchpoints and channels when dealing with the company, and in researching their options. Consultants need to be able to make marinos see that the customer experience needs to be so good that in spite of having options of several competing providers for the services he needs, the customer will remain loyal to the company in question because he recognizes that the relationship is founded on a keen understanding of his service and channel needs. And then, the customer's relationship with the marine company will grow in strength, just as it evolves in breadth. CRM Today reports:

Customers will greatly appreciate knowing what it will be like to do business with the company in the future. In fact, customers who are on the verge of defecting to a competitor who offers the latest whizbang touchpoint technology may decide to change their mind if they see that their existing service provider is, in fact, planning to deliver the same technology eventually.

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December 22, 2005 in CRM | Permalink