The pain point of any industry is the ability to track and integrate all the information about their prospect or existing customer. It is a challenge for the organization to track the communication of different employees from sales, pre-sales, technical and support division in the organization interacting with the same customer. Availability of all the information at one place can make your team more agile and responsive to your customer. This can be a key to customer satisfaction.

If we focus only on Event Management organizations conducting Events and Exhibitions, CRM platform is more than just a database. CRM serves as a facilitator and a solution to one of their biggest problem (Managing multiple Customer Communications from different locations).

Let’s discuss some of the pain points of the Event industry:

• Scattered Data

  The event management companies collect one type of data (Mass email opens, Clicks, bounces) from marketing activities and second type of data (calls made, enquiry received, order received) from Sales and other data like (queries received, problems resolved) from customer service. Every department uses their own databases and track their activities. A CRM can convert all the databases into central repository of database and can be leveraged across all the departments.

• Unorganized Multiple touchpoints with customer

  Exhibitors or Event Organizers are extremely overloaded with huge stack of emails being bombarded in their inbox on daily basis. Email is only the one of many sources. Telephone calls, social media campaigns, Search engine marketing also contributes to flooding of communications with the customer. A CRM can empower the event management companies and their employees to set-up a unified communication strategy for filtering and making more purposeful touches.

• Underachieving sales workforce

  A CRM can help the Sales executives / Managers in numerous ways. It helps management to track the performance sale member in their team with dynamic report generation at any time to render support whenever needed. It also provides sales team with all the relevant information about the client (Profile, designation, Contact history, demographics etc.) which can help them to have a meaningful, intelligent and collaborative conversation with the current and prospective customers.

• Disorganized sales process

  Manual record management by using separate excel sheet, stick tag, folders with paper records are the activities of old days now. The end result is a time consuming and decentralized process that requires many more resources to manage. A CRM can manage all your tasks by streamlining all the records leading to increased productivity of sales team and reduced human errors.

• Upselling and Cross-selling capabilities

  The disadvantages of having the scattered data (Advertising and sales in one location, Exhibition venue at other location) is that it is difficult to get a complete customer profile and his specific purchase information any-where and any-time. A CRM can make this data available to sales team and help them prepare their marketing plans with diverse array of offerings.

Understanding the importance and the value of a CRM from the perspective of pain points is most important for event management companies. It helps buyer emphasis on following measureable goals:

• Get Rid of Multiple databases
• Consolidate, structure and reduce the number of touches to one per week
• Increased sales by 20%
• Reduction in number of required support staff
• Increased value of sales deal (upsells) by 10% percent

The real chances of achieving those objectives and increased sales target makes it easier for organizers to justify the purchase. If you are still unclear with how CRM can boost your revenue and productivity, get in touch with the CRM experts from IOTAP.