How does Customer Relationship Management (CRM) fit into the picture? The benefits to a good CRM system is that they are easily integrated into your current web and marketing tools and can be adapted to suit your business’ unique needs.

1. When you think of the AAA, customer retention is not something that comes to your mind. The
‘auto club’, as it’s known to members, has been around since 1902, and has been one of the
leading advocates for the road traveler and motorist. Currently, they boast over 51 million members
in the United States and Canada. So why does a company so large worry about its customers?
And how does Customer Relationship Management (CRM) fit into the picture?
AAA Western and Central New York (WCNY), is one of the larger US clubs, with over 880,000
members and 4 call centers to handle the volume. They are known, trusted, and referred over and
over again. And yet, they are the first to acknowledge the work it takes to handle multiple travel
and insurance branches and call centers smoothly.
AAA has invested in CDC software’s Pivotal CRM to increase staff value, reduce call times,
increase member conversion rates, and facilitate smooth transactions between all departments and
customers. They have understood firsthand the value a CRM program can bring to the table.
Here are some reasons why customer focused businesses can use CRM software with visible
success:
Immediate accessto customer data: When a client calls, some of the first things you need
access to, is his or her history, perhaps financial details, the ability to track locations, and avert
potential issues that could arise. One of the major benefits to using CRM software solutions is that

2. is offers customer service representatives extensive client details at a press of a button, allowing
them to assess the situation and offer feedback. It also allows the rep to input information as they
speak, updating the client’s data for future reference.
Enhanced productivity: Companies that indulge in manual recording of transactions (and believe
you me, there are many that do so), are losing out big time in terms of productivity and efficiency.
In a customer-focused business, such as AAA, the company enhances the customer’s experience
by offering personalized service, shorter call times, and quicker responses, all thanks to being
served by experienced professionals, using customer-centric software.
Reduced costs: Running a big business can also run into big bucks, more so if the business is
customer oriented. Call centers which operate 24 hours a day require huge manpower to keep
each transaction running smoothly and efficiently. One of the many benefits to using CRM software
is the better management of customer efficiencies during peak hours of demand, which can save
time and money for the company. Having a good system in place can also boost rep satisfaction
which in turn is reflected in better customer service.
Increased member transaction and conversion rates: Retaining current membership and
acquiring new members are the two key cornerstones to any business, and CRM software
solutions tend to address both these issues, by upping customer service levels. They can also
catch negative feedback before it gets a chance to go viral, and make suitable corrections. A
happy customer is one who will return, and refer your business to others.
CRM systems are however not just for staff and customer reps. They also are a valuable tool
to management, who can read the data to prescribe improved changes and courses of action.
Future trends can be predicted and long term decisions made based on the information collected.
They also provide a foundation for marketing and advertising departments to make their decisions.
The benefits to a good CRM system is that they are easily integrated into your current web and
marketing tools and can be adapted to suit your business’ unique needs.
For companies like AAA, as their membership grows and their departments evolve, a CRM system
is crucial in leading the way to early successes, better customer relationships and brand solvency.
POSTED IN: CUSTOMER RELATIONSHIP MANAGEMENT / TAGGED: CRM, CUSTOMER SERVICE, SALES FORCE
AUTOMATION

3. A thought-leader in the technology marketing space, Julie Bevacqua is a leading expert in
business-to-business (B2B) marketing with hands-on executive experience in corporate, industry,
and product marketing; demand management; and social media. She has held executive positions
at global enterprise software companies, heading up integrated marketing strategies from brand
differentiation, demand generation, sales and marketing integration, and digital marketing
strategies to media and analyst relations and corporate social responsibility.
By taking every opportunity to extend the company’s digital footprint, Julie guides her team to
achieve online dominance within the global marketplace. A natural networker, motivator and
mentor, Julie shares her marketing and business savvy through her blog www.JulieBevacqua.com.
Business and corporate marketers and entrepreneurs gain unique insights into the latest
techniques on digital and social marketing that can be applied in any organization.
Julie lives and works in Vancouver, British Columbia, a haven for technology and enterprising
upstarts, dubbed ‘Silicon North’.
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