2. What can CRM do for FMCG?
CRM hasvarioususesinFMCG Businesses.Itmightsoundlike ashockerbutCRM worksbestforB2B
kindof salescycle or for servicesinvolvingrepeatedcustomervisits,CRMcan alsobe useful forFMCG
business.Especially,withchanginglifestylesandincreasingimportance of Social media,itisessential for
an FMCG brandto leverage the powerof aSocial CRM. In additiontothe usage in ChainManagement
throughCRM.
Similartootherindustries,aCRMcan give a clearview onthe salesacross regionandproductvariants.
An FMCG businessconsistsof avarietyof productsand dimensions.Itissignificantthatatrack is
maintainedacrossproductvarietiesandregions.The guysatthe helmof FMCG are mostexposedto
examininggraphsthanothers.Insuchsituations,if aCRMsystemcan automate some of the errands
and provide some built-ingraphsatsteadyintervals,itwouldbe of abundanthelptothe management
inmakingverdicts.Mostof the workon survivingproducts,new products,brandingstrategies,selling
etc.happensinteams.Thus,fine tuningandimplementationof freshbrandingtacticsorpromotionscan
be improvedthroughbetterteamco-ordinationsontasksathand.Also,mostof these initiativesare
handledasteamprojects.Thus,CRMcan be a valuable tool inkeeptrackof projectsand keeping
everyone inthe teamupdatedtoensure teamwork.One of the most usefulinsightsof anFMCG veteran,
while sellingaCRM. In mostcases,FMCG businesscriticallydependoncirculationandthe salesguys
walkingfromretailertoretailerpushingstocks.Formountingcompanies,managementwouldprefer
that the salesguys on the streetnotonlymeetupto theirdailyor weeklystocksnumbersintermsof
drive,butalsocoverchosennumberof stores.However,typical targetsare intermsof quantitiessold.
Thus,if a salesguyistargetedto sell hundredquantitiesovertenstoresandisable tosell hundredin
five stores,he wouldnaturallyskipthe restandmake wrongentriesabouthisvisit.Finally,thisaffects
the FMCG Companyintermsof itsreach andpenetration.Tosafeguardthatthe salesguycoversall ten,
a CRM can be a reallyuseful tool.
Salesguyscan update theirmeetingsusingamobile phoneintothe CRM,witha retaileraftertheyhave
metfrom the store location.Basedonthe phone location,the CRMcan note the location,time of
message,contentof message etc.The Managerof the salesguycan at endof the day be senta listof
visitsforthe day withthe above details.Thiswouldguarantee thatthe disciplineintermsof reaching
determinednumberof storesismaintained.Social mediahasthe powertomake or breaka brand on
account of it multiplierconsequence.Specifically,foranFMCG business,involvinghighertarget
3. audience,likelihoodconnectingthe dotsinthe social medianetworkisjustlyhighleadingtoany
response,goingviral innotime.A social CRMcan be useful in increasingbrandimage.Itcanregularly
give commentstothe brand teamon the tweetsandsharesbyconsumers.The brandteam isthus ina
positiontospreadthe goodword aroundor holdthe impactof bad feedbacks.MostFMCG businesses,
as part of brand initiatives,establishSMSor Email conteststoengage more expressivelywiththe target
audience.
Witha CRMin hand,guidelinescanbe erectedintoupdate database routinelybasedonincomingSMSs
and sendingbackauto-repliesbasedonthe response.Additionally,sucheventsare time drivenformats
and thusguidelinesaroundinitiatingautomatednextroundsof engagementscanbe incorporatedto
ensure a flawlessexecutionwithlessererrors.Likewise,the entire database of leadsgeneratedfroma
campaigncan be analysedtodeterminewhichtargetsegmentsrespondwelltowhatkindof initiatives.
In the longrun, thiscan be helpful inmeaningfullydistributingthe brandingbudgets.
