Allegiance and CRM

Link CRM and EFM to Grow Engagement

Allegiance's engagement and Enterprise Feedback Management (EFM) solutions help to extend the value and benefits of CRM systems. Many companies effectively use their CRM system to gather transactional data. This data reveals how customers interact with a business; their transaction amounts, purchase history, and contacts.

CRM systems are good at explaining the basic facts about customer interactions; the 'who, 'what,' 'where,' when,' and 'how,' of a relationship. However, there is one important missing component: The 'why.' You should strive to understand why customers are involved with your business. Knowing why they are involved will help to build a true and lasting relationship.

Allegiance defines engagement as the emotional bond a person has with a company. When someone is engaged, they are more than satisfied and more than loyal. They go out of their way to show their association with your company and they tell others about you. They buy more, during both good and bad times, and they tend to value the 'relationship' more than product quality or price.

CRM and EFM: A Powerful Combination

Allegiance can utilize your CRM data to help you achieve better loyalty and engagement. Essentially, we use our technology and services to increase engagement, and then link those results to your most important business goals. Through use of unique survey methodologies, analytics and feedback systems, we gather the right kind of data, in a real time method, that allows us to establish patterns, trends and draw accurate conclusions about why customers do business with you. Once you know this, you can measure it and act upon it quickly to seize opportunities and side-step potential pitfalls.

Regarding how EFM tools can be used with CRM, a leading CRM publication said, "EFM solutions allow companies to use internal surveys to drive external customer satisfaction. Companies use the rapid-fire capabilities of EFM to measure a sales force or call center staff more frequently to inquire about sales tactics, common responses by customers, and customer remarks about competitors. Using EFM analytics that information can then be attributed to a particular CSR or sales region via operational CRM data.

'You can attribute sales data from CRM to a particular sales region, survey that sales force about their recent success, and then emulate those practices throughout the company,' says Greg Heaps, COO for Allegiance." (DestinationCRM, Feedback Mountain, Feb. 2007)

With the rich data that CRM systems offer combined with the attitudinal data offered by Allegiance EFM, companies that truly want to engage have a strong advantage. Allegiance can help to make it happen for you.

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