The customer is your world.
A good company cares about its customers and strives to not only keep them happy, but satisfied. Their needs should be the central focus of your business.
As it suggests in the name, a customer relationship management tool or CRM is centred around the customer. It stores, organizes and analyzes customer data and interactions in order to improve a business’s internal customer processes and in turn improve customer-facing interactions. This leads to improved productivity and customer satisfaction.
When you keep your customer as your central focus you will always be seeking ways to improve the customer experience. Every company big and small can benefit from a CRM’s customer-centred approach.
1. Easy Onboarding
Trying something new can be scary and intimidating. Especially to customers who are looking to buy your product or service. Alleviate their fears by making your onboarding process as easy as possible. One way to achieve this is to make it self-serve by using a CRM system. Many CRMs have customer contact record fields that can be customized by your team to trigger specific workflows. These workflows indicate to your employees when it is time to take new action with a customer, allowing your team to stay on top of the onboarding process and making things as easy as possible for your customer.
CRM allows you to have all of your customer’s information at your fingertips. Take a look at your customers’ purchasing habits and personalize your communication with them accordingly. If there are a lot of customers who have stopped purchasing your products over time, you may want to launch a campaign to re-spark their interest. Further still, you may want to analyze that data to look for the source of the problem causing high levels of customer drop off. Conversely, if you have a group of returning customers that constantly buy from your company you may want to personalize a loyalty campaign for them to show your appreciation.
3. Strong Customer Relationships
Trust between a company and a customer is quite important. Does the customer trust that you will keep your promises, resolve issues with integrity and always put them first? To build trust between yourself and the customer, you can use the information gathered and stored in a CRM. It allows everyone who interacts with customers to draw upon that wealth of knowledge at any time. Each interaction will be logged so that you can see what you did well and what you can be doing better in the future. For instance, if a customer contacts you with an issue and has a history of contacting your company you can go through their communication log to avoid repeating past responses keeping the conversation moving forward and the customer happy.
4. Quick and Easy Access to Info
Without a CRM your sales reps are probably spending an exorbitant amount of time looking up information on and for their customers. You may even be using several different platforms where information was scattered in different places. For example, the sales information is stored in one platform, communications logs in another and contact info in yet another. With a CRM all of that information is brought together on one platform and is stored on the customer’s profile where it can be pulled up at any time in a matter of seconds.
5. Improve Customer Satisfaction
Think of your CRM as a roadmap to your customers’ needs and follow it. Let it guide you to your next course of action or strategy. Your CRM can analyze customer data and past engagement to determine the next steps for each of your customers or customer groups. The data will allow you to improve your customers’ experience and leave them satisfied.
Adopting a CRM can help your team take their customer relationships to the next level by using the advantages above. If your company doesn’t have a CRM and are struggling with customer satisfaction, now may be the time to try out a CRM.
MasterSolve is a business and technology consultancy with offices in Toronto, St. Louis and Montreal. We are your trusted business partner with expertise in Customer Relationship Management (CRM) and Marketing Technology (Martech) solutions. We live and breathe CRM and process improvement, we use a combination of best practices and common sense to help you find, implement and support, the software and technology you need to run your business and meet your goals.