Customer Relationship Management
The relationship with Customer is the first engine of the business.
CRM means using technology supporting Clients for all the business operations.
"CRM" is often identified with a software, thinking that IT tool is sufficient to improve relationship with Clients. However, Technology today is necessary but not sufficient to direct link all the business functions in contact with them: Sales, Logistics, Customer service, Technical assistance, Administration office...
Mercurio Misura manages CRM projects in its true meaning: management of the relationship with the Customer, supporting all the company functions that are in contact with.
Having the information is not enough to be able to implement effective actions.
Only integration between Analytic CRM and Operative CRM creates solid and long lasting results.
Mercurio Misura has an integrated system that combines KNOWLEDGE and ACTION.
"CRM" is often identified with a software, thinking that IT tool is sufficient to improve relationship with Clients. However, Technology today is necessary but not sufficient to direct link all the business functions in contact with them: Sales, Logistics, Customer service, Technical assistance, Administration office...
Mercurio Misura manages CRM projects in its true meaning: management of the relationship with the Customer, supporting all the company functions that are in contact with.
Having the information is not enough to be able to implement effective actions.
Only integration between Analytic CRM and Operative CRM creates solid and long lasting results.
Mercurio Misura has an integrated system that combines KNOWLEDGE and ACTION.
THE KNOWLEDGE
BEYOND THE DATABASE
"Markets" are abstract entities that do not buy anything: only Customers buy.
Companies are often convinced they have information: but which ones are really useful?
And which Customers? The assets? The prospects?
Each Company theoretically caters to all thousands, or often ten thousands, Customers in their area. Little is known about these commercial entities: the personal data, some sales data...
We have the most important information of EACH client or prospect in the reference market;
moreover our databases, updated and constantly evolving through periodic interviews and systematic web desk research activities, guarantee the full and perfect knowledge of WHO is acting on that Market, and WHAT I can do with him.
In particular, specific databases are available for the following channels:
- HEALTH CARE
- BEAUTY
- HO.RE.CA. and FOOD SERVICES
- PROFESSIONAL PRACTICES
- AUTOMOTIVE
- TECHNICAL MARKET
- GARDENING and PET SHOPS
Companies are often convinced they have information: but which ones are really useful?
And which Customers? The assets? The prospects?
Each Company theoretically caters to all thousands, or often ten thousands, Customers in their area. Little is known about these commercial entities: the personal data, some sales data...
We have the most important information of EACH client or prospect in the reference market;
moreover our databases, updated and constantly evolving through periodic interviews and systematic web desk research activities, guarantee the full and perfect knowledge of WHO is acting on that Market, and WHAT I can do with him.
In particular, specific databases are available for the following channels:
- HEALTH CARE
- BEAUTY
- HO.RE.CA. and FOOD SERVICES
- PROFESSIONAL PRACTICES
- AUTOMOTIVE
- TECHNICAL MARKET
- GARDENING and PET SHOPS
The main data collected are divided into:
- Quantitative data (for example: N° of employees, N° of Showcases, Sqm of the Shop, Sqm of the Warehouse, Presence of external commercial area, ...)
- Qualitative data (Services offered, Products handled, Type of clients, Purchase channels,...)
- Brand (in some contexts and on some product categories, the brands treated or proposed by the shop are requested during the interview, in order to register entire product families)
In conjunction with the Client, it is possible to build a Potential indicator for each individual registry.
The customer base of the Client Company can be matched with our censuses in order to identify uncovered Customers or Prospects and their commercial potential.
All database data are used by Mercurio Misura to carry out relational marketing activities on well-selected clusters of Customers.
THE ACTION
OPERATIVE MARKETING
Having specific and detailed information is the first, fundamental preparatory step. Then it is necessary to take action, carrying out timely, targeted and systematic activities, which achieve the development objectives that the company has set itself.
The large number of Prospects often makes it difficult to choose what to do: “How can I approach them? What do I tell him? By what tool? How often? And how will my Sales force think about it? On the other hand, I want to better cover the territory... "
Actions, tools and contents depend on the sector, the products, the distribution system, the moment, the commercial policy. But, if I have all the information on potential Customers, I can decide:
HOW TO DO
- Specific communication
- Commercial promotion
- Enhancement of services
- Event invitation
- Other actions
TOWARDS WHO TO DO IT
- Active Customer or Prospect
- Geographical areas
- Customers visited by the Sales network or not
- Other targets
HOW TO DO IT
- By e-mail or DEM
- by phone
- Digital campaign
- Events
- Other means
The large number of Prospects often makes it difficult to choose what to do: “How can I approach them? What do I tell him? By what tool? How often? And how will my Sales force think about it? On the other hand, I want to better cover the territory... "
Actions, tools and contents depend on the sector, the products, the distribution system, the moment, the commercial policy. But, if I have all the information on potential Customers, I can decide:
HOW TO DO
- Specific communication
- Commercial promotion
- Enhancement of services
- Event invitation
- Other actions
TOWARDS WHO TO DO IT
- Active Customer or Prospect
- Geographical areas
- Customers visited by the Sales network or not
- Other targets
HOW TO DO IT
- By e-mail or DEM
- by phone
- Digital campaign
- Events
- Other means
Call&Web
The integration between Telephone and Web improves the productivity of the the sales networks' commercial action.
CALL&WEB is a latest generation multimedia platform.
Potential of over 70,000 interviews per month.
Our staff is specifically trained in the psychology of communication: this guarantees the success of the projects carried out.
Some of the activities that Mercurio Misura carries out for its Clients in different product sectors:
- Creation of qualified appointments for the company's Sales network
- Strengthening of communication in sales areas and coverage of uncovered areas / targets
- Business to business direct sales (in Pharmacy, Normal trade and other areas)
