Why do we send holiday cards to clients, business partners and vendors? It’s part of the relationship-building process. It’s a simple yet powerful token of appreciation and goodwill at a time when many of us have a serious case of the warm and fuzzies.
The process sounds simple enough, right? Produce a list of companies and individuals who should receive a holiday card, gather contact information, and send the cards.
Well, it’s simple if your data is integrated, current and complete. If not, your mood can quickly turn Grinch-like. Most organizations fall short in at least one of these areas.
Maybe your data is current and complete but exists in different silos. Not only does this complicate the process of gathering contact information, but it could result in sending more than one holiday card to the same person because of duplicate data.
Please don’t try to justify this by saying multiple cards will make someone feel special. It won’t. Actually, it can make your company look like it doesn’t have its act together.
Maybe you have all of your data integrated in the same system, but it’s outdated or incomplete. In this scenario, you have two options. You can risk sending a holiday card to the wrong person or someone who doesn’t even work for that company anymore, or you can use the same generic salutation and message in every card.
That’s about as personal as junk mail.
You may be saying to yourself, “Relax. We’re talking about holiday cards. It’s not the end of the world.”
What you should be saying to yourself is, “If something as simple as sending holiday cards is such an ordeal, I need to get a better handle on my data.”
Will you go out of business because you sent holiday cards to the wrong people, or generic cards to everyone? Probably not, although it won’t do anything to help the relationship.
But what happens when you start sending bills and targeting advertising to the wrong people? What happens when you blow a sale because you couldn’t access the information you needed to follow up on a lead?
The data issues that can screw up your holiday cards are the same data issues that can have a direct impact on your bottom line. These data issues can be corrected with a customer relationship management system (CRM).
When a CRM is implemented and customized by a professional according to your business goals, and employees follow the same processes for using the CRM, all of your customer data will be integrated, current, complete and accessible from any device.
And the right people will get the right holiday cards.
We at Holistic Business Solutions hope you’ll make a resolution to take control of your data in 2016 with the help of a cost-effective, user-friendly and scalable CRM system. In the next post, we’ll discuss what factors you need to consider when preparing for a CRM project.
In the meantime, are you wanting to send custom holiday cards to your clients, your prospects and your collaborators? Whether you have the right data now or are looking to get ready for the future, we’ll show you how to correctly identify your contacts and collect the information you need. Then, we’ll show you how to mail merge those lists into labels to add to the envelopes! CLICK HERE to register for our webinar on Tuesday, December 22 at 1:00pm ET.