Seven Ways to Improve Your Customer Relationship Management

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Your customer relationship management (CRM) system is the tool

that helps you stay on top of your customers and prospects, making

sure they’re all happy and getting what they need from you. With

so many CRM systems out there, that you may be wondering how to

choose the best one for your business. Here are seven ways to

improve your customer relationship management so you can

make sure you’re always doing the best possible job with your

CRM software.

Categorize all the information you need

Understanding how you gather and manage information is one of

your first steps to improving CRM. Start by writing down all of

your touch points with clients, potential customers, employees,

and other groups. You may think you know where all of your

information is stored, but writing it down makes it easier for you

to see what systems are in place. If there’s an area where no

system exists or can be improved upon, that’s a great spot for

making improvements!

Follow up on customers who haven’t made a purchase in two weeks

This is a no-brainer for any business, but it’s easy to forget

about customers who have been sitting on your fence. A

quick phone call can rekindle interest in your product or

remind them of services you offer that will benefit them.

For example, when a customer hasn’t purchased from you

in two weeks, send them an email with an incentive for

making a purchase today. You might also want to reach

out and mention new products or services offered by your

company. If a new customer makes their first purchase

precisely one month after they’ve signed up, you could

send them a freebie such as $10 off their next order!

Keep notes on customers throughout their journey

The best CRM software is just a tool. The reason it’s so

effective is because of how well you use it. A few simple

tricks can ensure that you’re using your CRM to its full

potential, however. First and foremost, keep notes on

every customer interaction throughout their journey with

your business: whether it’s an email or phone call, or a

direct meeting or survey response, make sure you record

everything in your CRM system so that each note reflects

not only what was said but how and when they were

contacted as well. And while most companies have systems

in place for recording basic interactions (like emails), take

time at least once a week to reach out personally with

customers who have been waiting patiently for something

from you.

Thank your customers early, often, and genuinely

One of our favorite quotes from Zappos CEO Tony Hsieh is,

If you take care of your customers, they will take care of you.

Customers always remember when someone goes above and

beyond for them, and it helps build a loyal community that

will not only keep coming back for more but also refers their

friends. So how can you go above and beyond? Well, thanks

to social media, we’re no longer limited by time or geography.

A great way to show sincere appreciation is through thoughtful

comments on customers’ Facebook posts, LinkedIn updates or

Tweets. We’ve all had an experience where we’re thanking a

brand publicly on Twitter when they immediately acknowledge

us in a positive way—it leaves us feeling like our voice was heard!

Use CRM software to streamline business processes

For a small business, it’s hard to know exactly how customers

interact with your brand in an omnichannel world. That’s why

customer relationship management (CRM) software is so

important—it allows you to track all of your interactions,

monitor engagement and get a glimpse into what channels

are most effective at driving revenue. In other words, CRM

helps you understand what does and doesn’t work for

customers. This gives you better insight into what people

want and when they want it. The software also automates

certain processes within your company, saving time and

helping support staff spend more time building relationships

with customers.

Use email marketing software for large email campaigns

When it comes to sending out email newsletters, no one

knows your business better than you. You’re in charge

of writing all the content that goes into each email,

so it makes sense that you would be using your own

email marketing software (or just plain old HTML code)

to send them out. But what if you don’t have a good

enough tool for managing mass emails? This is where

opt-in services like MailChimp come in. It makes it

easier and less stressful for small businesses by taking

care of list building, subscriber management, and

delivery so businesses can focus on what they do best

—writing killer content!

Use data from Facebook Business Manager & Google Analytics

The data available from Facebook Business Manager

(Facebook Analytics) and Google Analytics can help

you identify changes in customer demographics or

preferences that impact your marketing strategy. Fo

r example, if you find a spike in new fans from

Melbourne during the winter months, you might want

to consider changing your social media campaign

focus for upcoming seasons. Here are some things

that these two tools track: Engagement: how many

people are engaging with your content? Page views,

follower growth, and monthly active users are great

metrics to watch when evaluating your Facebook

and Google presence. Digital mentions: how many

people have talked about you on social media? Digital

mentions include shares of articles or photos with one

of your hashtags or mention of a product.

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