Typically the CRM component is a piece of technology, usually software which can be run on a single PC or hosted on a server either internally or remotely from a company or organisation and accessed via a client application or web browser securely from any location in the world.

It enables data to be centralised to a single point from which decisions about what types of communications are suitable for a specific contact or record or groups of contact or records can be made.

Activity associated with any contact, accounts or groups can also be tracked by the system to further enhance the value of the data and the effectiveness of decisions made from it. Records can be profiled and segmented into groups according to their needs or desires which the organisation is able to service and achieved by exchanging relevant and engaging communications.

This data may be combined with technical support data or financial data from accounts. Live customer enquiries and developing opportunities can help to build reports for financial forecasting automatically.

Where does CRM marketing start

Many companies are probably doing it in some shape or form without a structure or system in place. However much time and effort will be lost or duplicated because information cannot be easily shared or exchanged and trying to get communication campaigns out to prospects or customers becomes difficult and unthinkable, instead the day to day running of the business ensues.

But at some point you will want to take more control of your communications and streamline them to become a more effective business. This starts with the establishment of a CRM database which is either bought or with some technical skills can be set-up for little cost.

You may have existing data about current and past customers which you can import into the system and then expand upon as you go along or if you’re starting from scratch you will import a data list (which should be profiled specifically for your target market) bought from a supplier or manually created.

Developing a CRM marketing campaign

You then design and run your campaign using the database to filter which records your targeted message should reach. This could be in the form of a direct mail campaign where data is extracted about each relevant contact from the database and merged into a communications piece automatically to personalise the message as much as possible and then tagging that specific record with the campaign piece that has been sent to them.

You may instead choose to run an email campaign, sending your message electronically over the internet. Either it matters not as the data can be manipulated and extracted at will with the right system in place.