How Does A CRM Software Help the Sanitaryware Industry?

A Customer Relationship Management (CRM) Software is a software used to take care of the customer-specific data of a business. However, that is only the primary function of a modern day CRM Software. Along with the management of customer contact details, it also makes the overall process of sales, marketing and distribution easy in a lot of ways. A modern day CRM Software is designed to solve every unique problem of every industry and business effectively.

Over the years, the Sanitaryware Industry has grown beyond our beliefs. Sanitaryware products have always been one of the top priorities of most households. Even then, the heavy competition among the hundreds of companies makes it hard for companies to keep up with the market without facing challenges. Quite ironically, it is because the industry has grown so much over the years, that the customer base of every company has grown beyond the control of humans. Such a huge customer base will always require efficient CRM Software that can maintain and update the data effectively.

Importance Of CRM Software In Sanitaryware Industry

A couple of years ago, GK, the National Channel Head of K, prepared a case study on the challenges the company was facing before adopting a CRM Software and how the CRM skillfully solved all the problems for them one by one.

The goal of this article is to understand how a CRM can help the Sanitaryware industry grow. There are a lot of challenges every company in the industry is facing regarding their customers, handling of information, etc, but that is nothing new in the business sector. Businesses grow while solving problems. Hence, let’s find out if we can identify a few of the common challenges the Sanitaryware industry is facing and whether a CRM Software can solve them.

Efficient Management Of Customer Information

Managing information of a customer base so huge is not an easy job. For it to work, every detail about the customers needs to be arranged efficiently and updated regularly. And that, as guessed, is not an easy job when we are handling a million people at a time. And when it comes to the Sanitaryware Industry, the customer base becomes even bigger. Hence, there will always remain a chance of erroneous jobs. To overcome that challenge, the dashboard of a CRM Software has been designed to manage and organise data according to the priority of the business. It will easily replace the need to maintain thousands of excel sheets and update them every time whenever there is an update. Plus, they also alert the team about customers or potential customers who need attention.

Personalised Interaction With The Customers

Research has proved that customers are more satisfied when they are talking with a person than with a robot. They will be more willing to interact with the human than the robot, believe a human more than a robot, in fact, convert more. Prior to CRM Software, companies would copy and paste the same email or the same message to every customer and send them that. Due to this, the personal interests of most of the customers were not addressed. Naturally, half of the emails would drop straight to the spam box. However, with the help of a CRM Software we can send personalised emails and messages, where the name, and current activities of the customers are strategically mentioned so that the customer feels that we know what they need.

In the case of the Sanitaryware Industry, it gets especially difficult to address the huge customer base a company is trying to target. Hence, this feature of personalization really helps the team to maintain engaging communication with the customers.

Easy Lead Management

Lead management is one of the most important aspects of any industry. But one of the challenges that the Sanitaryware industry faces is that it suffers from the ‘No Replacement’ culture. For example, when you buy a wash basin or a sink, you probably buy it as a permanent asset of your home and usually do not plan on changing it unless you absolutely have to. This culture is very much prevalent in the Indian Market for sure. The time of wearing and tearing of the wash basin usually takes 10-15 years.

I am mentioning this problem here to make people aware that once a customer has moved on from your company, it will be hard to get them back even through remarketing. That’s because they won’t be needing to buy another wash basin very soon. Hence, it is very important to grab every opportunity. And this is one of the many areas a CRM software can help a company. With the automated alerting feature, the team will get a heads up whenever a potential or an existing customer needs to be communicated with. To be even more helpful, the software will tell the team about the chances of a lead converting into a customer.

Enhanced Goal Visibility

One of the challenges Kohler was facing was a lack of goal visibility. Due to the lack of performance tracking of the sales personnel as well as proper knowledge of what they must achieve, they were unable to judge their growth or contribution to the sales process. This, in turn, led to hindrances in the overall performance of the whole team. This kind of challenge is often faced by companies with a lack of proper performance analysis. However, with the help of a CRM Software, the team can easily understand the targets they need to fulfill or the goal they need to achieve. The specifications of the goals alone can motivate the personnel to strive to meet their targets and improve their performance.

How CRM Helps In Marketing Of Sanitaryware Products?

CRM Software comes with the feature of alerting the team about customers that need to be communicated with and are near the end of the sales funnel. As mentioned before, CRM software helps the team to send personalised emails and messages with the help of the updated information easily available on the dashboard of the software.

We can explain these features with the help of two words: prioritisation and follow-up. Prioritisation includes the feature where the software would alert the team about the customers that need to be attended to before the others. On the other hand, the follow-up would mean when the team communicates with those customers with personalised messages. That information is derived from the updated data of the CRM Database.

Hence, when a customer is near the end of the sales funnel, they are going to receive a different email than the one who is not near the end of the sales funnel. This way, the team can tend to each and every customer as well as potential customers in a customised way, increasing the chances of them buying the product.

Let’s explain this with an example. Suppose a person has visited the website of a Sanitaryware company and looked at a few products there. The sales team of the company gets notified about the person as a potential customer since they are interested in buying the same products at the moment. It could be that they were checking for the prices or they were there just to look at the products and have no intentions of buying them at the moment. The sales team of the company thereafter will have to communicate with the person in a fashion that at the end of the process they are sure whether the person actually wants to buy Sanitaryware products or not.

Another person, who has already bought from the company once, has visited the website again and looked at some products.

Within these two potential customers, a CRM software will prioritise the second customer since the person has already bought from the company before. Hence, there is a greater chance that they will buy from them again. On the other hand, the first person is yet to be confirmed as a potential customer by the CRM software and therefore the team.

Importance Of CRM Software In Sanitaryware Industry

Customer Relationship Management (CRM) Software is always an asset to any company in the Sanitaryware Industry due to the vast customer base. To attract more customers and retain the already present customers, a company must step up its game of customer relationship management. And it can be easily done with the help of a CRM Software. All a company needs to do is understand the way it works and then train the employees with the same. Once a company starts employing all the features and experiencing all the advantages of CRM Software, it would be only a matter of months before they start noticing the positive changes.

The Sanitaryware Industry is growing at a rapid rate. Due to the increasing awareness of personal hygiene, especially in India, more people are opting for a popper bathroom with quality sanitaryware fixtures. Hence to make a profit out of this big opportunity, companies need to adopt softwares like CRM to compete with their competitors. There are different types of CRM softwares designed to support the uniqueness of different businesses. And with the help of such software, a company can surely grow.

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