Creating a Competitive Advantage through Integration
Perhaps one of the most important benefits of internal business integration is the competitive advantage it provides over big box retailers. As specialty retailers, you have an immediate advantage over big box retailers simply by being specialized. You offer high quality products unavailable at big box stores, you service the product you sell, generate personal relationships with customers, maintain a local presence in the community and offer education opportunities to the consumer. These are the given advantages you have over the competition, but unfortunately, these only matter if you provide these services at a level that is superior to not only big box retailers, but everyone else around you.
So how do you achieve this superior level of customer service? Through internal business integration (and an outstanding staff, of course)!
The three most important elements to superior customer service are confident and engaged staff members, comprehensive and easily accessible business data (from customer history to available inventory) and continuous contact with the customer outside the store. You’re on your own for the first one, but comprehensive business integration will provide you with the last two. The combination of powerful software and strong business processes can ensure high levels of customer satisfaction. For example, complete business integration would allow you to send lead follow-up emails to new clients interested in purchasing a spa and then a thank you letter once they purchased. Additional communication would occur when it was time to drain their spa or replace the filter cartridge. Phone calls would occur during pool season reminding the customer to schedule their pool opening or suggest a heater check up if their warranty was about to expire. This communication is vital to your success and offers you a powerful advantage over big box retailers. Building strong relationships with your client base is key to developing lifelong customers that will remain loyal despite lower prices at the Home Depot down the road.
How to Achieve Integration
Business integration can be a difficult process requiring considerable research and dedication; however, the rewards are more than worth it. The place to start developing internal integration is the business owner. If the owner believes in the principles of integration and sells the benefits to employees, then the process of integration is substantially easier. The next step is identifying and understanding the information that is required for each department to be successful. Do not limit yourselves by what tools are currently available in your organization. Think outside the box and imagine what you could do if you had information you don’t currently have. What is that information? How would you use it? Why is it important? Once you understand the inner workings of each department and the information requirements of each group, start researching business management software packages that best suit the needs of your organization and the specific information requirements of each department; do not take this decision lightly. Be thorough in your research. It is always a good idea to create a list of features that are important to your organization – features you must have and features that would be nice to have. Ask software companies to review the list and indicate which features they provide. Also, use your connections to your advantage. Ask fellow dealers or industry vendors for software recommendations and always obtain a list of referrals from the software companies at the top of your list. The road to business integration can be long, but the infinite benefits of integration will be the ultimate reward.
Christina Braks is the Client Services Manager for Evosus Business Management Software, a comprehensive software package designed specifically for the pool & spa industry. Evosus Software provides complete business integration for dealers by seamlessly integrating all areas of a business from POS to marketing, inventory, accounting, job costing, service and more. Braks can be reached via email at cbraks@evosus.com or visit www.evosus.com.
