Customer Resource Management and Marketing for the Cellular Retailer

Cellular/Wireless Industry White Paper
Customer Resource Management
and Marketing for the Cellular
Retailer
How CellularManager Is Helping To
Improve SuccessTable of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Why web-based? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
The Importance of Customer Resource Management (CRM) . . . . . . . . . . . . . . . .2
Targeted marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
CRM, products, and advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Centralized data storage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Data security . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Cost of implementing CRM and marketing processes . . . . . . . . . . . . . . . . . . . . . .5
Upgrades and maintenance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
About Data Guard Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5IntroductionCustomer Resource Management (CRM) and marketing are essential partsof today's cellular/wireless retail business. Given the ever-increasingcompetition for every consumer dollar, being able to develop effective anddirected marketing programs can define the longevity of a cellular retailer'ssuccess. Creating and maintaining long-lasting customer relationships is amust.
Cellular retailers need software that can effectively manage their businessevery step of the way, from one store to hundreds of stores, from inventory tomarketing. By using a web-based CRM and marketing solution, cellularretailers can automatically track sales histories and buying trends, bettertarget their current customers for repeat purchases, and position theircompany to better market current products and promotions.
CellularManager® is web-based and provides revolutionary real time cellularPOS and CRM capabilities with tracking features for ESN/SIM/IMEI, carrieractivations, cellular commissions, and serialized inventory.
There are many aspects and benefits to consider regarding CRM andmarketing using CellularManager. This document addresses the key pointsthat cellular retailers, wholesalers, and master agents need to know.
Why web-based?The benefits of using CellularManager's web-based management system toconduct CRM are vast. An important benefit is there is no need to outfit eachstore with expensive software. With each purchase at any store across theorganization, new customer information can be added instantly to thecentralized database. Each store's customer information can then bemaintained and monitored in real-time, all without involving IT or costlyinstalls.
With CellularManager, information can be accessed anytime, from anywherein the world, 24 hours a day, 365 days a year, by using any web browser.Regardless of whether they are at home, the office, or one of their retailstores, authorized users can access all of the company's data and make anynecessary modifications.
Accessing customer information in real-time from any location also ensuresthat retailers have the most up-to-date information regarding their customerbase and marketing projects.
1The importance of Customer Resource Management (CRM)CellularManager's integrated Customer Resource Management (CRM) capabilities increase thevalue of each customer relationship and allow cellular retailers to interact with customers in amanner that reflects a deeper understanding of each customer's unique needs and preferences.
Basically, CRM pertains to two kinds of customers:
- Existing customersCRM is about building relationships. When factoring in advertising and otherexpenses, it is six times less expensive to make a sale to an existing customerthan to make a sale to a new customer. Knowing what customers want, knowingwhen to offer them new products, and being able to offer personalized serviceare the aspects that will lead ... [download for more]