How does a CRM-based approach make distribution more efficient?

Kapture CRM Distributation

In today’s highly competitive world, distributors need to find a way to sustain their business with their wide customer base, ranging from retailers to wholesalers to suppliers, and sometimes even the end consumer. When information is highly accessible, customers can quickly research the current market players and choose one that not only provides value to their product needs, but also one that weighs heavy on the side of customer satisfaction. This means that a distribution company has to now focus a part of their business efforts on providing impeccable customer service, consistently, to keep their customers loyal to them.

To tackle this, more and more companies are adopting distribution CRM software services that allow them to better manage their customer service activities, sales and marketing processes, and automate the time-consuming, trivial tasks that are currently performed manually by the employees.

A distributor CRM also equips the company with better data management tools, which becomes absolutely necessary when dealing with large amounts of customers in a wide range of market segments. Another important element of the data management tool is the ability to automate the organization and sorting of the incoming customer data, which eliminates the need for employees to perform manual entry and can instead focus on converting leads into customers.

With the rapid advancements in technology, CRM for distributors is no longer restricted to the traditional media platforms, and are now available on mobile devices such as smartphones, tablets, wearable tech, etc. Apart from that, cloud capabilities for the customer data also allow quick information access and sharing. This radical change in the way industries interface with their data has been particularly useful for distribution companies for managing both its external as well as internal operations.

Some of the domains in which a distribution CRM software service can be valuable are:

1. Customer Service:

With a CRM system, a distributor can centralize all the incoming queries, concerns and complaints from the customers, to be viewed on a single platform. This facilitates a reduction in response times and can ensure that the right ticket is forwarded to the right specialist or team for proper resolution. When the customers’ issues are effectively solved, their trust for the company increases and they are more likely to become loyal customers.

2. Process Automation:

A distribution company’s incoming quotations and orders are traditionally entered and maintained manually by the employees. This might have been optimal for the pre-CRM era, but it has quickly delved into obsolescence as more effective techniques have become available. By adopting a CRM software service, orders can now be auto-generated by utilizing values that are input by the customers, which streamlines the sales process, eliminates physical storages and allows employees to easily look up past orders.

3. Targeted Segments:

Distribution companies have an added responsibility to distinguish amongst their customer base; their product and service offerings for retailers cannot be implemented for wholesalers or end consumers, and vice versa. A distribution CRM lets the company study the individual segments, obtain actionable insight and generate offerings that caters to the preferences of each of those segments. Doing this provides effectiveness and efficiency in the distribution operations, and eliminates any scope for errors.

4. Internal Correspondence:

CRM is also highly beneficial in integrating the different business spheres within the company through cloud storage, allowing easy flow of information amongst them. Since all the data is entered, viewed, and modified from a single database, all departments are informed on the exact same data, as opposed to any duplicated data that might be present if each of them had their own data storage module. This helps in reducing miscommunication and increases productivity and efficiency within the company.

5. Sales Processes:

When a sales team is working with a CRM system, they are introduced to a wide range of tools that allows them to shorten the sales cycle. All the prospects are neatly organized within the central database, which lets the team easily track the status of each customer’s order. The sales team can also conduct further analysis on the data to forecast potential demand and the revenue that can be generated from the same.

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