CRM Profiling; How It Works and Why You Need It

One of the biggest challenges businesses encounter is getting to know their customers. In an increasingly competitive global economy where tastes shift by the minute, knowledge is power. Knowing what your customers want and what motivates them to do business with you gives you the ability to design products and services they are more likely to buy. The more you know about your customers, the more you can predict their future behaviour. This is why customer profiling is such an important part of any successful business.

Customer profiling is what businesses do to know more about their market. It’s the process of analyzing customer behaviour and determining the value or cost of doing business with that customer. If a business can profile its customers in a systematic, organized way, it can maximize the value of that business relationship. The challenge, however, is that most businesses lack the tools and resources to profile their market effectively. Instead of an organized approach, profiling is usually done on an ad hoc basis, leaving a huge revenue gap between you and your existing customers. This revenue gap is the amount of business your company could have generated if it knew a little bit more about its customers and extracted the most value out of that relationship.

If you’re concerned increasing your market share, you’re not alone. If you’re more concerned about keeping your customers after the first sale, you’re on the right track. In today’s global economy, worrying about market share is not enough. You need to ensure that your customers keep coming back long after their first, second or even tenth transaction.

Once again, this all goes back to profiling. Had you the right tools in place, you would know exactly what your customers want and how to give it to them. This is where CRM, or customer relationship management, can truly optimize your customer profiling efforts and overall business strategy. With CRM, you can truly take advance of living in the 21st century. CRM combines the power of technology and sophistication of marketing to give you all the tools needed to profile your market. By integrating CRM, you will not only learn more about your customers, but also centralize and organize that information, and find ways to leverage key relationships.

CRM can be customized and tailor-made to suit any business. It gives you the tools to enhance your sales and rebrand your company. This powerful software will better enable you to:

  1. Collect customer information in an organized, systematic way. This isn’t limited to your customers’ demographic information. You can truly collect information about why or how customers do business with you in the first place. This will enable you to develop the business intelligence your company needs to retain its market share.
  2. Analyze customer information. You now know more about your customers and what motivates them to do business with you. CRM gives you all the bells and whistles to analyze all that information in precise detail, which will enable you to…
  3. Predict future behaviour. Ultimately, customer profiling is all about maximizing your current relationships. With CRM, you have the resources to identify patterns and habits among your customers, which will allow you to predict their future behaviour and develop products and services they would be interested in buying.
  4. Market your product/service more effectively. Knowing more about your customers means you know how to grab their attention. After all, customer profiling is all about getting customers to pay attention to your business. With CRM, this has never been more effective.

If your customer profiling strategy isn’t informed by CRM, your business is vulnerable to the ever-widening revenue gap, which is driving many companies out of business. Avoid more sleepless nights by choosing CRM. Give your business the competitive edge it needs to succeed in a global market. That competitive edge, more so today than ever, is knowledge. CRM enables you to know more. And it’s never too soon to know more about your customers.

CRM: Strategy for Better Management

If you’re a manager or decision-maker who needs to improve organizational performance, remember that you need long-term strategies, not stand-alone tactics, to implement long-term solutions. In the digital age, this often means using technology to your advantage. The power of advanced technology has enabled companies in every sector of the economy to improve business processes and increase productivity. At the same time, technology has given organizations two important things: the ability to customize and the power to automate.

If you’re a manager, you likely want all of these features in one solution. You’re interested in reducing costs, reducing information asymmetries and improving staff performance. You’re looking for an enterprise-level solution, not a department-based one. You understand that, by doing this, you improve intra-firm collaboration and cooperation, thus enhancing your overall business. If these solutions sound too good to be true, they most certainly are not—not if you have the right tools. This is where CRM comes into play.

CRM, or customer relationship management, helps managers organize and maintain accurate records about all their stakeholders, contacts and business associates. Every customer you’ve done business with, every strategic partner you’ve met and every party you’ve ever represented can all be organized in a CRM platform tailored to your company. The power of CRM puts control into your hands; it gives you the best of both the IT and business worlds, enabling you to find out more about the people in your network/market and designing strategies/marketing campaigns that target their sweet spots.

Case management is all about coordinating services on behalf of someone else. It’s about collaboration. It’s a process that requires evaluation, planning, facilitation and advocacy in order to meet the needs of your client. In health care case management is about meeting your client’s health needs. It’s about keeping accurate records about the physicians, insurance agencies and clinics you work with in order to help patients get the care they need. CRM gives you a variety of options for carrying out these important duties.

CRM gives you a variety of options from customization to automation. CRM lets you create custom work flows for case management and escalation, while at the same time enabling the automation of routine functions performed regularly. It gives you the option of centralizing all your case information and tracking that information, which ensures that all your cases get the attention they deserve.

CRM for case management can also be used by government managers who face growing expectations from citizens, lobbyists, regulators, businesses and government officials. They must be prepared at all times to provide information quickly and efficiently. Through CRM, case management has never been easier. By enabling centralized government contact centres, streamlining citizen information across governmental departments and optimizing workloads, CRM offers a holistic solution for public sector managers.

Whether healthcare, the public sector or private enterprise, CRM enables managers to customize and automate their functions according to their needs. Ultimately, CRM does not make you a good manager, but it can certainly make you a better manager—one that is agile and responsive to the ebb and flow of your organization and broader environment. Keep pace with the digital economy and throw out the traditional legacy applications that have limited you in the past. Choose CRM and enter the digital age. Choose CRM and become a better manager.

Facing the Faceless Industry: How CRM Can Transform the Life Science Industry

Life science is one of the world’s fastest growing industries, and is increasingly shaped by complexity, technological innovation and regulation. Today’s pharmaceutical and biotechnology companies must balance R&D with gripping federal regulation and growing customer expectations, all while reacting to the new rules of the market. But in today’s business environment, it’s no longer enough to focus on the nuts and bolts of your company. It’s no longer enough to simply focus on production, R&D and patents. Although production will always be an important factor, product-orientation is slowly but surely being replaced by customer-orientation, and companies that don’t adopt customer-facing strategies will soon find themselves on the outs. Traditionally a faceless industry known for its products, patents and research, life sciences companies face significant challenges adopting a customer focus in today’s market. In other words, they need help becoming more customer-oriented. In order to become more customer-focused, pharmaceutical and biotechnology companies must understand their market. They must discover ways of collecting information about their customers and respond to their needs both on the human side and on the product side. They must also have the tools in place to respond to industry regulation and manage complex relationships with regulators, policy makers and other government officials. They must manage their patent records and facilitate an accessible database that links the entire organization to a central information hub, where all this vital information is available on-demand. In the age of information technology, ensuring these mechanisms are in place has never been easier. But it takes planning, commitment and an investment of time, resources and organizational buy-in. This is where CRM, or customer relationship management, can truly revolutionize the life sciences industry. CRM is a powerful concept that can transform the life sciences industry from an inward-looking producer to an outbound customer-facing enterprise. By implementing CRM technology, pharmaceutical and biotechnology companies can transform their brand, organization and overall business strategy. By giving you the tools to collect more information about your clients, CRM allows pharmaceutical and biotechnology companies to develop strong market intelligence, which translates into a bulletproof sales strategy. At the same time, all vital information about past transactions, customers and people you met are captured in fine detail, like a thread, enabling you to strategize for the future. Whether through Oracle, Infinity, Microsoft or Salesforce, custom-made life sciences CRM is available, enabling companies in the pharmaceutical and biotech industries to track sales and report on all their ongoing activities. These tools combine pharmaceutical- and biotech-specific business processes with CRM best practices, thereby decreasing costs and redundancy. In an industry where collaboration is so important, CRM can link your organization’s business intelligence with its R&D efforts, which ultimately feed into your sales and marketing teams. By providing complete functionality every step away, researchers, sales teams and customer services can more easily collaborate and empower the enterprise toward its endeavours. In an industry where time is opportunity, CRM can maximize your relationships and give you the business results you’ve always envisioned. It can truly make you a customer-facing enterprise—one that is agile and responsive to the needs of its consumers. Let’s face it: the majority of pharmaceutical and biotechnology companies today have not been able to keep pace with the changing, consumer-oriented market. Their existing tools and legacy systems are too inflexible and too costly to meet the demands of the evolving global marketplace. By adopting innovative CRM, tailor made and suited to your industry, pharmaceutical and biotech companies can save time and money, while at the same time establishing a brand that will resonate with the marketplace. Streamline your company’s efficiency. Enhance its productivity. Ensure that your sales teams are working off of the best available market intelligence. Adopt CRM now and for the future.

Design, Develop, Implement, Evaluation: Your First CRM Demo

CRM, or customer service management, represents the next true shift in organizational management. Combining the power of technology with advanced marketing, CRM is the interface your company has been missing to unlock unlimited revenue growth and business opportunity. Today, businesses have the opportunity to leverage powerful technology to collect and organize more information about their customers, develop custom business analytics and employ a variety of marketing tools and sales strategies to not only attract consumers, but keep them long after the sale. How does CRM do it? How can your company implement CRM? Keep reading to find out.

A successful CRM implementation path requires just four steps. These four steps, which are demonstrated below, will show you not only how to implement CRM, but why CRM is more about organizational culture and business management than simply a software solution. Once you decide on a CRM strategy and have chosen the vendor that best meets your needs, it’s time to implement.


Remember why you decided to implement CRM in the first place: at minimum, you want to use the power of technology to automate key aspects of your business, whether sales, data collection, analytics or outbound communication. At its highest, CRM can become the lifeblood of your company and transform how you interact with your market, collect information and use that information to drive sales. In order to design an effective strategy, you must first decide on a project team or, at minimum, a project manager. Even if you hire a vendor to implement your CRM, there should be a representative from your company leading the implementation effort on your behalf.

Next, you must define the project and its purpose. Who will benefit from CRM? How will you know when implementation has been successful? What are your short-term and long-term goals? Once you answer these questions, you are ready to implement a project plan. In this sense, treat your CRM implementation like any other project with a timeline and budget. This will ensure that the goals of implementation are clear throughout the process.


Next, it is critical that you prepare the environment in which CRM will be implemented. Do you have the internal capacity to integrate CRM? What are the infrastructure requirements and network configurations? What level of customization do you need? Once your team has identified the IT requirements and determined the system configuration, you should conduct a model review—that is, a full walkthrough and evaluation of the system. Flag any issues you think might adversely affect the implementation and address those issues with your team/vendor.


Once you have designed and developed your system, it’s time to train the main users of the CRM software and test the system. Does the system match your vision? Why or why not? How can it be enhanced? Once you’ve answered these questions, you can finalize the system configuration, conduct a final data migration, install the system in the appropriate workstations and go live with it.


You should be evaluating your system every step of the way. However, evaluation doesn’t end after implementation. Review your progress and measure the results of the implementation. Additionally, you must continue to support the implementation by answering staff questions, reviewing the project plan and preparing for likely adjustments you’ll need to make to optimize your system.

With all these processes in place, you’re on your way to enhancing your company’s productivity, communications, business intelligence and, ultimately, sales. Let’s be clear: you were wise enough to implement CRM in the first place. Don’t stop half way. Review the four-step process and ensure your company gets it right, no matter how many times it takes. After all, you owe it to yourself and your company to make CRM work.

CRM Automation for Better Management Reporting

One of the most important, yet overlooked, features of a successful business is strong management. Strong management of human resources, information systems and marketing strategy can help any firm align its business with its overall vision. Firms that are able to do this while reducing costs, increasing productivity and improving workflow are on the cusp of something much greater. While this may seem like an improbable undertaking, the first step is identifying the tools and resources that can make achieving these outcomes much easier. CRM, or customer relationship management, is just that tool and just that resource that can guide a firm through all the changes required to take its business to the next level.

CRM has come to mean a lot of things over these past few years. Some may associate it with software, but in reality it is much more than that. CRM can redefine a company’s culture, organization, workflow and marketing. Powerful software and other technologies are merely vehicles to achieving this vision. In this sense, CRM represents the next step in effective business management—a new paradigm that combines what we already know about successful management with the power of technology. Through the power of automation, CRM can streamline and enhance an organization’s entire operation, from data collection to business intelligence and up to marketing and sales.

Running a successful business takes a lot of work. All operations have to be managed if the underlying business is to succeed. The most successful business is the one that can manage all of its operations centrally. When you decide to invest in CRM, you are investing in better management across all your operations.

Whether lead management, opportunity management, account management, contact management or reporting, CRM can make workflows, analytics and tracking much easier. The power of CRM lies in its ability to automate the management and reporting processes, allowing instant access to sales, service and performance records. Through real-time dashboards, reporting and analytics, CRM allows firms to monitor organizational performance in all areas. Access to reports is only a click away, enabling sales, marketing and IT services teams to monitor performance in real-time and in granular detail.

Through the automating power of CRM, process management and reporting have never been easier, allowing businesses to quickly and efficiently monitor and improve business performance. Everything from real-time dashboards, everyday analytics, detailed visibility, ad hoc analysis and business insights, CRM automation centralizes all these tools and enables executives, managers and other employees to access the CRM tool from anywhere.

A successful business should be able to manage every process under its roof. It should be able to leverage every part of its organization to optimize sales and improve performance. CRM management reporting automation empowers businesses to do all of this in real-time. By removing information asymmetries and manual entries that are prone to human error, CRM automation is both insightful and efficient, ensuring that companies aren’t sabotaging their own success due to internal malfunctions.

Remove the middle man and automate. The power of CRM does just that.

Sales Automation: Close More Deals Faster With CRM

Today’s business faces many challenges. Executives must ask themselves how they can ensure their firm’s advantage in a highly competitive global market. Amid rising costs, international competition and global economic turmoil, companies must innovate if they are to survive. They must sell more products, improve their services and reach out to more consumers than ever before. Ultimately, a company’s total sales depend on the quality of its products and services and how well it can market them. But in order to develop products and services that consumers want and advertise to them effectively, a company must first know who its customers are, what they want and what their future behaviour might look like. Enter CRM.

CRM, or customer relationship management, is a powerful concept that can transform any organization from the ground-up. More than just powerful technology, CRM enhances an enterprise’s business strategy, organizational culture and branding. It’s an entire value chain that links a firm’s business intelligence with its sales and marketing strategy, thereby giving that firm a competitive advantage over its rivals. Today, firms can utilize one of the many available marketing CRM software suites to automate their entire sales and marketing strategies. Whether Microsoft, Oracle, Salesboom, Salesforce or others, firms can now use CRM to automate their sales, monitor marketing expenditure in real-time and use a variety of drip marketing strategies to reach new customers.

Firms that integrate CRM into their business can automate their best sales practices, identify their weaknesses and develop new, more effective strategies for reaching out to their market. With CRM, firms have a system that not only centralizes consumer data, but automates the entire data collection process, thereby increasing efficiency and allowing marketing and sales teams to focus on what they’re good at: marketing and sales!

Let’s be clear: most companies are well aware of what they do well and what they don’t do so well. With CRM, firms can automate these best practices. This not only ensures consistency, but also ensures that businesses are getting the most out of the tools that have already proven successful. Automating the entire sales strategy enables firms to measure results, identify weaknesses and restructure their marketing practices when needed.

A firm that invests in CRM solutions is investing in the success of its entire sales and marketing team. By letting your team focus on what it does best—marketing and selling—employees will be better equipped to hit revenue targets. Giving them CRM and training them in its use allows them to effectively manage and automate the entire sales process. This means building stronger customer relationships, closing important deals and transforming leads into business opportunities, all while optimizing productivity, reducing down time and increasing face time with clients.

CRM does more than automate sales. Automation is merely one feature and represents one of the many ways companies can optimize their sales. By improving planning and management, CRM is an enterprise-level solution that can enhance all operations, from data collection to business intelligence and up to marketing and sales. Let’s face it: a firm’s entire operation is linked to sales. Greater sales lead to more revenue and more revenue means potentially wider profit margins. With CRM, all of this is possible, not to mention the increased productivity that can reduce costs and contribute to that all important profit margin.

Automating sales ensures that firms close more deals. When automation is part of an overall CRM strategy, any business can transform itself into a winner.

Business Intelligence to Marketing: The Power of CRM

One of the most important questions an executive can ask is, how well do I know my customers? This question naturally leads to the next, how can I know MORE about my customers? If you approach these questions honestly, the answer is likely, not enough. If you don’t know enough about your customers, how can you effectively market to their needs?

Marketing is a critical part of any successful business. Underlying any successful marketing strategy is (or should be) sound market intelligence—that is, knowing enough about your customers (and the market at large) to allow you to target their needs and interests. Unfortunately, many companies find themselves unable to truly optimize their business intelligence, thus weakening their marketing campaign and diminishing their overall sales.

What if I told you there was a way your company could transform its entire business strategy, organizational culture and marketing plan? What if I told you there was a way for you to capture more (relevant) information about your customers and centralize that information in an easy-to-use format accessible across your entire business?

CRM, or customer relationship management, can do all this and more. By combining what we already know about business with the power of IT, CRM can take your enterprise to the next level and ensure that your sales strategy is informed by the best marketing intelligence available anywhere. In this sense, CRM is more than just software—it reflects the next wave of business management and marketing, all while enhancing intra-company and external communications.

With CRM, there are many ways you can improve your marketing strategy. Through Swiftpage, Microsoft Dynamics, Oracle, Zoho, Salesboom or Salesforce, you can automate your entire sales and marketing efforts. Let’s face it: today’s marketing strategy needs more than just e-mail; it requires on-demand marketing tools, automation and flexibility. This will enable you to develop targeted marketing campaigns based on your customer’s information, execute this strategy through online campaigns and time-sensitive promotions and track your expenditures in real-time. With CRM, drip marketing has never been easier. Whether you’re sending updates to your customers or promoting a product, upcoming event or whitepaper, marketing CRM makes connecting with your market easier than ever, all while enabling you to track your contacts, leads and business opportunities.

With marketing CRM, you’re only a click away from monitoring your sales records. Information is updated in real-time through an automated workflow process, which enables you to edit your marketing schedule whenever you need to. Best of all, CRM technology enables you to understand your company’s strengths and weaknesses and develop strategies for improving on your marketing shortfalls.

In order to grow your business, you need to do more than attract customers—you need to keep them long after the first sale. To do so, you need to collect important information about them and analyze that information to predict their future behaviour. With CRM, analyzing your market has never been easier. CRM will enable you to identify your customers’ buying habits, interests and demographic information, which will allow you to predict their future buying habits. With this business intelligence in hand, you will be ready to develop a marketing strategy that aligns with the behaviour you predicted. Whether online, through television or print, you can effectively apply what you learned. CRM ensures that this entire process is coordinated, sophisticated and accessible on-demand.

So the next time you ask yourself about how much you really know about your customers, remember that, without CRM, you will never know enough.

Bridging the CRM Skills Gap: Strategies and Solutions

One of the biggest challenges facing the IT industry in Canada and the United States is the pervasive shortages of trained IT professionals. Industry forecasts show that over the next three years Canadian employers will need to hire more than 80,000 IT professionals in traditional IT occupations alone just to meet employment growth and replacement demand. In the U.S., trends are similar, with as many as 1.4 million IT professionals needed by 2018 and only 400,000 new grads to fill them. At the same time, enrolments in IT programs in colleges and universities are down, signalling that youth are becoming less interested in pursuing a career in IT. As enterprises across the economy aim to streamline process, increase efficiency and bolster their business intelligence, these shortages threaten to limit growth in an already unstable economy.

This reality comes at a critical juncture for enterprises, which are implementing wide scale customer relationship management (CRM) systems to improve their communications, respond to the needs of their customers and get a better handle of the demands of the marketplace. Combining information technology and marketing in a user-friendly interface, CRM is a powerful tool that enables companies to grow their business opportunities and retain customers long-term. As this technology proliferates, demand for professionals trained in its use will also grow. However, the shortages affecting the IT industry as a whole also means that trained professionals in CRM automation, strategy, business analysis and development are sorely lacking. How do we ensure that enterprises both large and small have the trained CRM staff they need? How do we ensure that vendors have capable talent that can monitor the full-scale automation, security and implementation of custom CRM systems? What is needed is a proactive strategy targeted at youth and experienced professionals to ensure that the industry has a steady pipeline of talent capable of addressing the relationship management needs of the marketplace.

The IT industry has a bigger role to play. It must invigorate interest in technology among our nation’s youth so that we have the talent we need in future years. More importantly, industry must show young people entering colleges and universities that a career in IT doesn’t merely involve writing code or providing back-office support, but rather is an exciting arena that combines innovation, business and marketing. These three pillars just so happen to be the tenants of CRM technology. CRM combines IT innovation and business and opens the doors to market-based opportunities. Youth need not be dissuaded by out-dated perceptions of what it means to be an IT professional. Instead, introducing them to the synergies between technology, creativity and business will ensure that they develop a keen interest in entering an IT profession in the future.

What about now? Although essential, a strategy aimed at youth may take years to materialize. Businesses need professionals who understand customer management today. They need professionals who can design, develop, implement and train in CRM technology today. They need strategy experts and business analysts well-honed in the CRM environment today.

North American businesses have several options for meeting these needs, from up-skilling existing staff to outsourcing their CRM operations to reliable providers like Oracle or Salesforce. Bridging the gap between the demand and supply is possible, but not without sound investment and training. Enterprises must be willing to invest in their existing IT staff, including their business analysts, and offer training in CRM technology. Luckily, there are many CRM training and certification courses offered by Microsoft, Salesforce and colleges and universities. Pursuing one of these avenues ensures that your company is on the right footing when it comes to integrating customer management internally and across organizational boundaries.

As the need for CRM continues to grow, enterprises across the economy will feel the talent crunch as the market sorts out the supply and demand. Once adoption catches up to the innovation curve and businesses understand their CRM needs, the market will respond to those needs. In the interim, up-skilling, training and outsourcing provide suitable alternatives to tackling the CRM talent crunch.

Why Use CRM Customer Relationship Management Systems

CRM: The Public and Private Solution

As a management strategy, customer relationship management (CRM) combines information technology and marketing, thus enabling enterprises and governments to manage their exchange with customers and clientele. Why use CRM? One of the biggest challenges facing Canadian businesses and government departments is communication. How do we optimize communication between parties to ensure ever-lasting relationships that are profitable to the enterprise and efficient to the government?

Today’s business environment is rapidly changing. The growth and widespread adoption of information technology has created new tastes, options and spending habits among consumers. With so many options to choose from, customers have very little incentive to remain loyal to a particular brand or company. In order for a business to remain competitive today, expanding its market share is no longer enough. If the business truly seeks long-term growth and profitability, it must focus on customer retention. A customer’s true value can only be realized on a long-term basis. By retaining its customers, the business earns a bigger share of the consumer wallet, thus ensuring steady revenues and, ultimately, profitability. To keep customers coming back, Canadian businesses need to establish closer relationships with their market and offer products consumers really want. Enter CRM.

CRM enables a digital media entrepreneur in Vancouver to keep tabs on the emerging trends and changing tastes of tech savvy clients. CRM allows large financial firms in Toronto to keep tabs on their clients’ use of mobile technology, which enables them to develop apps and services that cater to their specific needs. Organizations from coast-to-coast can truly transform their business practices with an organized, centralized interface that links past exchanges with the present. With CRM systems, this has never been easier.

In the public sector CRM can bring governments up to speed in the digital economy. By enabling government departments to transition from outdated information technology toward a dynamic management system, governments can keep pace with the needs of their citizens and track the use of their services. Through CRM, governments at the local, provincial and national levels can serve their citizens more effectively. The technology enables cross-departmental collaboration at all levels and promotes the use of more efficient e-services, which serve to enhance organizational performance while reducing costs. At the same time, CRM provides governments with more resources for enhancing their business intelligence, allowing them to track information and respond more quickly to the needs of citizens. A government that can respond to the needs of its citizens more effectively while reducing the burden on the public purse is sure to be met enthusiastically. Indeed, there is much to gain from digitizing and centralizing the government management system.

Embedding CRM into your business environment ensures seamless integration and access to information, regardless of who is currently employed in your organization. Businesses no longer have to worry about losing customers when employees move on; governments no longer have to deal with information asymmetries once bureaucrats shift departments or retire. The information is captured in detail, like a thread, seamlessly integrating the past with the current and providing opportunities for the future.

Canada’s digital advantage lies in the business intelligence made possible through relationship management. Governments, businesses and the public at large all benefit through the integration of CRM.