Cloud computing has certainly revolutionized the business world, and because it is still in its infancy, it has even greater potential. Cloud computing has not only alleviated much of the information technology load involved with on-premise software, but it has created significant advantages for sales and marketing initiatives. Basically, cloud computing can be broken down into two essential parts: the front end and the back end. The front end is the interface of the software that is viewable and accessible by users. All of the user’s activity is stored and processed remotely, on the “cloud,” which is the back end. This back end, which is not viewable by users (nor is its infrastructure usually relevant to the user at all), is composed of a computer or group of computers, a data storage system, and a server, or group of servers. Together, these components supply the user with the software platform that requires nothing from the user but an Internet connection and a Web browser. Therefore, the heavy lifting work of the software and hardware of the user’s individual computer station is relieved. Therefore, data management is easier since the software and its maintenance is operated and performed remotely. This has particular advantages to businesses, not only because the business has the ease, convenience, and accessibility of its information, but also because the interface provides consistent, real time information, which automatically reflects any revisions or additions. The margin for miscommunication, therefore, is limited, but so too is the tedious manual effort of ensuring all information applicable to the sales and marketing branch of a business is accurate and up to speed.
When a business uses a cloud computing system to store its customers’ information, the activity of each customer is recorded, tracked, and monitored–all in real time. Sales and marketing executives have access to up-to-the-minute accurate data, which can easily be compiled, segmented, and analyzed. The data can be computed to produce on-demand reports according to, for instance, demographics, geographic locations, or any other market segment useful or relevant to the business. Accurate, on-demand information is key to sales and marketing initiatives because it enables responsiveness, and the ability to implement sales and marketing strategies quickly. Marketers are able to interpret the data much more rapicly and easily, and can identify patterns and trends in consumer behavior, or even segments that could require more sales effort. Furthermore, sales and marketing initiatives can be tailored to fit the needs and demands of various segments of consumers. Because cloud computing enables higher productivity levels, and rapid responsiveness, marketers and salespeople are able to focus their efforts on particular segments.
For example, Amazon.com’s cloud computing solution presents, on the surface, recommendations and related products to its users– all based on information generated by the accurate data reflecting customer behavior. Customers who purchase self-help books will be targeted for these and similar products, versus general advertising and promotional efforts for all customers. The customer, then, is lead down a sales avenue in a strategy that has been carefully tailored to be effective.
The customer also appreciates this, as in this age of technological advancement, consumers increasingly want exchanges of all kinds to be easy, rapid, and convenient. The customer is relieved of extra searching activity, in addition to entering the same information repeatedly into the system. This is an example of how cloud computing solutions create tremendous advantages in customer relationship management that are not only beneficial to the business, but to the customers as well.
The company ultimately retains customers while constantly implementing effective sales strategies. All of this is due to cloud computing’s ability to produce accurate, on-demand data. It is in an old school of thought in which marketers felt that a general promotional outreach to as many customers as possible would produce sales results, and that segmented strategies to reach the demands of different customers was costly and time-consuming. Cloud computing has opened the doors to a new age of customer relationship management, by treating customers as individuals.
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