Successful customer management for construction and trade businesses

Customer communication

Customer communication and customer care are success factors for construction and craft businesses and must be adapted to the new digital world for professional communication. Fast, appropriate, and targeted customer communication leads to a long-term and successful customer relationship.

Achieving happy and satisfied customers requires adapted and integrated customer management – across departments. Customer centricity can help as a strategically sensible way of working so that the most important external influencer – the customer – is satisfied and happy.

Customer relationship management for construction and trade businesses

The tasks and goals in customer management are completely oriented to the customer. A central task is managing customers and achieving a successful customer relationship. Maximum transparency and a 360-degree perspective on customers and on their relationship with them should be accessible across departments.

The various processes and tasks can be managed and stored in a structured manner with a CRM system. Successful customer relationship management for construction and trade companies should, among other things, increase customer satisfaction and bind customers to the company in the long term.

In addition, a customer management system can also contain successful information for the controlling department. The classification according to A-B-C customers or the contribution margin per customer group helps to ensure that resources can be used in a targeted and efficient manner.

With customer relationship management, companies achieve maximum customer knowledge and can focus on the customer groups that are most profitable and always satisfy customer needs – more customer knowledge more sales. Customer relationship management is facilitated by the use of a CRM system tailored to the industry.

With CRM software, all business processes can be stored and managed digitally.

Why construction and trade businesses need an industry-specific CRM system

Due to the market situation, it is increasingly important for construction and handicraft businesses to know what makes the relevant customers or potential customers “tick”, what they want, and what their wishes and needs are so that the salesperson can offer the existing customer or the potential customer products and services that are tailored to their needs (customized). All information concerning the customer – from cold calls to orders – is digitally recorded in a CRM system. A CRM system is therefore an optimal customer loyalty tool:

1. High transparency about the customer can be captured digitally:

Who bought? When was the purchase made? What was purchased? How was the purchase made? In addition, personal customer information can be stored, such as birthdays, vacation destinations, media usage, and much more.

2. Service and service offers can be offered in a targeted manner.
3. Customer knowledge means that a customer-specific offer can always be created.
4. Projects can be perfectly scheduled and project-relevant communication partners can be specified.

With a CRM system, construction and trade companies achieve that all departments and all employees can centrally store and manage all customer information in one system.

Customer loyalty management – where CRM systems support construction and trade businesses:

Customer relationship management (CRM) – improves customer orientation, through:

Analytical CRM

Evaluation/collection of all customer data, market data, and competitor-related data in a database. This allows extracting different information to react quickly to changes (special offers, special actions).

Communicative CRM

Improve communication with the customer (how can I successfully communicate with the customer). Possible tools are personal contact, telemarketing, mailings, social media, teleshopping, and customer-related events.

Operational CRM

Measures and activities for customer retention, through special service & product offers, product training, price and condition offer, and complaint management.

With the right customer loyalty strategy and a CRM system that digitally maps the business processes of a construction and trade company, companies achieve satisfied and loyal customers. Through a CRM system, construction and craft businesses always achieve personalized product and service solutions tailored to the customer. The introduction of a CRM system facilitates customer relationship management and contributes significantly to entrepreneurial success. Craftcloud – the digitization expert for the construction industry and crafts has a CRM solution tailored specifically for construction and crafts businesses.

With Craftcloud’s CRM software solution, you manage your customers efficiently and digitally in the cloud. Make your company fit for the future!