Customer Resource Management and Marketing
for the Cellular Retailer

The importance of Customer Resource Management (CRM) (Continued)
The majority of customers that a cellular retailer activates are on a contract. Before the advent of Local Number Portability (LNP), customers had to renew with their selected carrier at the end of the contract to keep the same number. Ideally, the retailer wanted that customer to come back to them so they could get the renewal commission for "re-upping" these customers. So, in reality, some of the footwork needed to attract the customer was embedded in the process.

With LNP now in place, when a contract expires, the customer is free to move to another carrier. This significantly decreases the built-in loyalty that retailers previously enjoyed. Customers have more choices than ever and can switch to a different carrier if they so desire. Trying to perform CRM manually would be a logistical nightmare. Now, more than ever, it is absolutely vital for cellular retailers to implement an automated CRM solution. On a monthly basis, they must define that segment of their customers whose contracts are completed so that they can contact them and encourage them to renew their contract

CRM is not just about renewing contracts. By using CellularManager's centralized customer database, information about each customer across all stores is easily accessible at anytime. Associates across your organization can quickly retrieve customer information, including invoice history, payment history, and service plans. This leads to a more personalized experience for the customer. Also, quick access to information means shorter lines, faster POS transactions, and an easier, more pleasant experience for the customer - thus, ensuring they return to the store for more shopping.

Targeted marketing
CellularManager allows retailers to target specific promotions and specials to select customers. For example, by analyzing customer trends and histories, retailers can launch cost-effective email campaigns informing specific customers about upcoming promotions or new products. Furthermore, in the event of a product recall or warranty expiration, retailers can use their CellularManager's capabilities to detect all customers who purchased a particular handset or product and notify them immediately. The possibilities to generate foot traffic or open up avenues of communication and marketing are virtually endless.

CRM, products, and advertising
CellularManager not only helps retailers to engage their customers and build relationships, it also can provide benefits relating to which product to offer and which advertising campaigns are paying off.

Using CellularManager's robust reporting features, retailers can view at a glance which items are popular and which items are not, which items sell quickly and which ones are collecting dust.

By monitoring product movement, retailers can be more in touch with the needs and desires of their respective customer demographics. Thus, ensuring that customers keep coming back by providing what the customers want to come back for.

CellularManager's reporting also provides retailers with the information needed to track which marketing avenues they currently are pursuing are the most profitable. CellularManager reports can showcase revenue generated per advertising medium, activations per advertising medium, and invoices per advertising medium. These reports present a good picture of how advertising dollars coming back to the company.