How to Build CRM Models That Fit Scenarios

Earlier I posted about how CRM models and research often miss scenarios, and specific buying scenarios can have a measurable effect on how you manage and create business. The best example is the customer in a rush versus the customer that is simply looking at a future purchase. Rush – Wants to buy it now.

Represents good immediate business. Looking – May want to buy it someday and can be cross sold on other products. There are always other examples of scenarios that may affect buying habits, but those two represent the most common – the customer that needs the product right now, and the customer that is simply a prospective buyer.

There are several ways you can take advantage of this. Here are a few basic examples of how one might use the data and training to address the situation of the customer.

Many companies already play around with the idea of targeted landing pages, but not enough companies utilize this to their full advantage. By looking at keywords, having the customer fill out a survey, or using some other method of figuring out how desperate they are for a product.

For example, “broken microwave” as a keyword is probably more immediate than “microwave types” as a keyword. Those that search for the first keyword can be sent to a page with the best deal, focusing solely on the microwave and getting them the best option for a buy-it-now sale. Those that search using the latter keyword can be placed on a page with many options, advice, and maybe an auto-responder or some way to send them more information.

Another example is to train employees on how to sell products to people depending on their level of desperation and desire. For customers that are interested in a future purchase, maybe find a way to get their contact information or target them so that they want to come back. For customers with an immediate need, teach employees how to find them the best sale for an immediate purchase.

There are ample examples of how you can utilize data to find ways to take advantage of situational CRM. The biggest key is that you do not ignore it as a factor in your research. Understanding people is only one step.

If you truly want to maximize your profits, you should also be paying attention to what the customer’s needs are in the moment.