In this day in age, customers possess a new skill when it comes to shopping: education. Gone are the days when a person finds a new item and purchases it immediately. Customers now have the power to research! This fact requires business owners to look at their products and services with different eyes, which is where CRM becomes helpful.
CRM (Customer Relationship Management) has become much more than a system for managing leads and sales. While this feature is still a huge benefit to CRM, it is just a small portion of what the system has to offer. In fact, many business owners have realized that CRM is a relationship and loyalty management tool. Here are 3 proven ways to increase customer loyalty with CRM:
Keep in touch
In a marketing world, finding new leads is typically considered top priority. This is perfectly fine. Just make sure that you don’t neglect your current customers. Does your business have a plan of communication for existing clients? How can your company create a genuine relationship based on mutual trust if you don’t communicate?
Most companies are good at responding to customer service related issues, however CRM is perfect for including a communications strategy. CRM already has your customer’s data and contact information, so start communicating! The most common form of communication includes updates on company news, product announcements, surveys and more.
Gather information about what your customers want
Customer data is important. While an address and phone number are useful, CRM also encourages you to gather more specific information. It is recommended to document every single communication with a customer, including purchases, inquiries and complaints. This information helps to gauge a customer’s interests so that you can present them with relevant information and offers.
Send a survey
Surveys have become an integral part of a successful CRM strategy. Luckily, their findings are great for business! Surveys help learn what customers like about your product and your company. This critical information can help determine what you need to change for the future in order to improve sales and customer loyalty.
If you are interested in using CRM to increase customer loyalty, you are in luck! This powerful tool can help you to communicate with customers and build a relationship that will last a lifetime!
The key to creating a successful 1:1 marketing plan (known as a customer relationship management strategy) is to generate a data filled platform for learning and understanding the purchase patterns of each customer. In other words: collecting customer information and storing it so that it is readily available to yourself and your staff. Having said this, it should also be mentioned that not all 1:1 marketing plans are created equally. Each plan will vary based on how the business interacts with its customers.
There are various types of businesses: online retailers, storefront owners, service providers and more. Online retailers, for example, collect data by capturing their customer’s general information and attaching it to corresponding purchase history records. This process helps to create a unique profile for each and every customer.
For storefront owners, the process of collecting customer data becomes a little bit more difficult. In recent years, companies began incorporating customer ID cards and membership plans to help create a database that can be transformed into personalized profiles. The CVS chain of stores, for example, offers customers the opportunity to enroll in a “preferred customer club” which provides lower prices to customers who use the card. Signing up for this program requires submitting basic information which is then entered into a CRM platform for 1:1 marketing purposes.
Some companies create 1:1 marketing plans that allow each customer to personalize the product themselves, based on personal preferences. A good example of this is a frozen yogurt store. They offer their customers a wide variety of flavors and allow the customer to add their own toppings. This type of marketing strategy is obviously easier, but not suitable for all companies.
Regardless of how you have collected your customer data, it is important to keep the information up to date and organized. Surveys are a great way to keep your records current and get some great feedback on your products and services. Try emailing a monthly survey and encourage customers to become involved and voice their opinions.
1:1 marketing is a great way to connect with your clients and offer products and services that are relevant. By doing this, you are building relationships which helps to develop and strong and powerful brand.
When I decided to incorporate a CRM (Customer Relationship Management) solution into my business, I did a ton of research. I found out which software was compatible, how my IT crew needed to adjust our process and what form of internet was recommended. What I didn’t realize was how my actual business and staff needed to prepare. This is when I learned that CRM is not simply about implementing a solution.
An effective CRM system should complement your employees as well as your business practices. Below are a few lessons that I have learned in order to prepare my staff for our CRM journey:
Reduce the Clutter
Preparing for CRM can become overwhelming. There is a ton of information that needs to be documented and configured: processing, reporting, integration, application reading and communication. Instead of trying to tackle this all at one time, start with the necessities. If you randomly toss in information without thinking it through, you may end up cluttering the database, which instantly kicks off your CRM implementation on the wrong foot.
Your employees and staff won’t instantly know all of CRM’s features and benefits, unless they are previously familiar with the system. Provide your staff with training and documentation in order for them to gain knowledge and become comfortable. Be sure to include everybody in the CRM discussions so that you can find out what makes their work fulfilling and if they have any suggestions or ideas.
Become a Team
CRM encourages teamwork and communication. It is recommended that all departments collaborate in order to effectively manage the database and how it is used. Be sure to introduce your entire team and discuss how CRM will help blend your departments and enhance relationships.
Understand Your Information
While we know that customer data is important for any business, it is how this information is perceived that is critical. For example, one single purchase from a customer can tell us their preferences for future purchases. Make sure that your team understands how to collect the data, and WHY they are collecting it as well.
Before you begin incorporating CRM into your business, sit down with your staff and discuss the new changes. Find out exactly how they would like to see CRM benefit their department and create a plan of action. By organizing your data and information before entering it into the system, you are beginning your CRM journey in an organized and simplified manner.
CRM (Customer Relationship Management) provides businesses with a serious advantage when it comes to customer service and advertising – if (and only if!) it is used properly. Below are the "fundamental principles" that CRM users should follow to guarantee success.
Principle 1: CRM Builds Relationships
The most important thing to remember is that CRM revolves around the CUSTOMER. By focusing on improving and building relationships with your customers (past, potential and current), your company is building a positive reputation which enhances your brand.
Principle 2: Know Your Business
If your business plans are all located in your brain, they might be difficult to execute. CRM acts as the “blueprint” for your business and marketing strategies. By documenting all of your customer information and marketing plans, CRM allows you to pull detailed reports which show you how your business is growing. This process allows you to make changes and continue to grow as you learn.
Principle 3: Unite your Users
While CRM does focus on the customer, it is also beneficial for your users and employees. CRM can effectively enhance the way that your various departments work together. Marketing teams can communicate with the customer service department with the click of a button. On the same note, CRM can also seamlessly integrate with your Outlook and with your Brand Command Center in order to personalize marketing.
Principle 4: Enhance Sales
Your company might have an awesome sales team, and they don’t need any support. Right? Not necessarily. In the business world, there is always room for improvement. If your sales team has given you excellent results, think of how they can perform when they are given CRM. CRM allows you to “guess” which products or services your customer would be interested in, which can transform a customer into a REPEAT customer.
Principle 5: Ongoing Success
As with all business practices, a CRM solution is a work in progress. In order to find maximum success, you must be detailed and organized with your information. The best solution is to create a CRM specialist or team. This person (or people) can learn the ins and outs of CRM and incorporate it into your business.
Businesses that have successfully implemented CRM solutions understand that CRM is all about relationships - between employees, partners, and customers. If you are committed to building successful relationships, you will find that CRM is the right tool for you.
Typically, when people think of “CRM”, or “Customer Relationship Management”, they instantly envision a complex software which includes technology, data and stress. Before you toss the idea of complexity out the window, let’s not forget that CRM starts with the word “Customer”.
CM or CRM?
Years ago, CM (Customer Management) activities revolved around sales and profits. CRM activities are completely different. They incorporate relationships, which do not revolve around sales, but customers. CRM is able to gather information, sometimes automatically, about customers that visit your website or come in through other methods such as seminars and referrals. This information can then be handed over to sales department for follow ups and sales.
Why are Relationships so Important?
Customer relationships are one of the most important aspects of your business. By connecting with your customers on a personal level, you are building a sense of familiarity and loyalty, which creates a powerful and stable brand.
How Does CRM Work?
While the CRM platform might seem complex, the concept is actually very basic. CRM allows you to store basic customer information, including interactions, so that salespeople are able to know exactly where a customer stands in the sales process. Essentially, you are able to resume every customer conversation – on a personal level.
Is CRM for you?
If your company has 1 to 300 employees, you most likely employ sales representatives that constantly search for new customers. You probably also have a marketing department or person. Do you have a way to join these departments so that they work together effectively? CRM can do that for your company.
Building relationships with your customers is a great way to transform an average customer into a happy customer. Happy customers promote a healthy business! If you are still working in a world of CM, it is time to upgrade to CRM – where customers come first!
CRM, also referred to as “Customer Relationship Management”, is a platform used to enhance the relationships between existing customers, prospective customers, and even previous customers. This is successfully accomplished by organizing and managing customer data and information. Implementing a CRM strategy can benefit both small and large businesses. Below are just a few key benefits that CRM can bring to your business:
Customer relationships are the most important part of a growing business. Without the happy customer, your brand and reputation will not grow, leaving you to fall behind your competition. It may seem impossible to build individual relationships with your clients, especially if your client database is steadily growing. This is where CRM comes into play. By documenting all services, marketing efforts and sales into CRM, you will have a better understanding of your customers and their needs. By clicking into a customer account, a typical sales person will be able to view exactly what the person purchased, the last time that they called and any feedback that might have been provided. This knowledge is powerful and can help turn a standard customer into a loyal customer with just a simple phone call.
CRM offers a popular up-selling feature which provides customers with additional products that fall in the same category as their original purchase. This coincides with a cross-selling feature which offers complementary products to customers, based on their past purchases. CRM is able to gather this information based on the specific customer data that you enter into the system – customer wants, needs, purchase history, etc. When a salesperson selects a customer in CRM during a phone call, they are presented with several products and services that should be presented to the customer, allowing a significant boost in sales and revenue.
Enhance Internal Communication
Creating and following a CRM strategy helps enhance communication within the company. Customer data and notes can be shared seamlessly between departments and encourages teamwork. Communication is known to increase company profitability and enabling better service to customers.
Convert to 1:1 Marketing
If you are currently unsatisfied with your marketing strategy, it’s time to think about 1:1 Marketing (personalized marketing) and how it can benefit your company. With the help of CRM, you will be able to get a better understanding of your customer’s needs, wants and behaviors, which allows you to customize your marketing offers.
If you are looking for ways to enhance your brand, build relationships with customers, organize your database and make sales, CRM is the right solution for your company.
Getting to know your customers can benefit your business in more ways than one. For example, when you have your client’s personal information at your fingertips, you are able to improve your marketing strategies and target your customer’s specific needs. How can a growing company gather and store customer information? That is where CRM (Customer Relationship Management) comes into play.
A CRM platform can be a powerful tool when it comes to marketing. By tracking your customer's product preferences, spending habits, location, age and gender, CRM enables you to create and build a complete customer profile. Once built, these customer profiles will be the lifeline for your marketing and sales.
Now that you have gathered your customer information, what do you do with it? The next step in using CRM to enhance marketing and sales is to become organized by creating groups. CRM allows you to organize your customers into groups of buyers with different categories such as tastes or budgets. Many popular groups include “potential clients” or “existing clients”. By using these groups, you will be able to target customers with personalized marketing messages. This type of marketing is also known as 1 to 1 marketing.
Customer Relationship Management platforms give you the opportunity to pick up a conversation where it last left off. By documenting and logging all customer interactions in CRM, many companies find it easy to follow up with a customer – especially if they can remember the last point of contact. This type of communication helps to create a sense of importance with the client, which helps build trust and strengthen your brand.
Lastly, CRM has become so popular that it can now integrate with many Brand Command Centers, such as MarCommand. CRM can be used for making sales calls, sending blast emails as well as print marketing. By combining these two powerful marketing resources, you are strengthening and enhancing your brand while boosting sales.
A successful business is achieved by building and nurturing strong relationships with your customers. Your customers are important for many reasons. Not only are they likely to return to your company for their needs, they are also likely to recommend your company to friends and family members. Here are a few tips for building strong customer relationships:
A preliminary investigation can give you the basic information regarding your customer. This includes full name, address, age, and other typical demographics. A deep research can give you rich and valuable information: industrial participation, preferences, purchase history and more. This type of premium service will help you to create a strong target list.
Establish Customer Needs
This can be done by combining customer interaction with gathered background research. Using both of these strategies makes it possible to meet identified needs and desires while anticipating future requests - offering the customer a solution before there is a chance for the client to look for a different option.
Modern communication holds no boundaries. These days, local businesses are able to communicate with their customers via phone calls, emails, site visits, print mail, text messages, social media, and more. Once you are able to find your customer’s preferred communication method, you can communicate with them – on their terms.
Offer Customers Full Disclosure
Honesty is the best policy. Full disclosure means offering a complete and honest answer to all customer inquiries and concerns. By doing this, you are giving customers the feeling that you are truthful and customer oriented, which leaves your clients with the impression that they matter - something that is huge when it comes to customer service and branding.
Encourage Customer Feedback
As a company, you want to always request customer feedback. This can be done by follow-up phone calls, emails, and even surveys. The information that you gain is extremely useful and helps to determine where your company is striving as well as lacking. Be sure to listen carefully and respond to your customers in order to let them know that you understand their suggestions and tips.
Participate in Social Media
When it comes to marketing, social media is huge. Almost every business should have a Facebook page, Twitter, Instagram and Pinterest. These networks also allow customers to comment and interact with a particular business. It is extremely important to reply to these requests in a timely manner. This type of communication is public and shows that you are actively involved with your customers and their concerns or inquiries.
Customer relationships are the foundation for a strong and successful business. By practicing some of the above tips, you will enable your business to connect with clients in a way that gives them a sense of comfort and satisfaction. Not only are you creating strong relationships, you are also creating customer loyalty and enhancing your brand!
Many customer service representatives know of CRM (Customer Service Management) as a tool to manage contacts, points of connection and even order management. Ultimately, CRM is a tool which enhances the relationship between a business and its customers. Can CRM be used outside of customer service? Of course! CRM can also be used to enhance marketing as well.
How can CRM Help Marketing?
Most businesses view CRM as a customer service based tool. While CRM is extremely beneficial in that particular field, it can also significantly enhance your marketing as well. Shockingly, many companies have not discovered CRM and its potential. Here are a few ways to set up CRM so that it can help your marketing team:
One of the most valuable marketing tools that CRM has to offer is the ability to group. Grouping customers can organize your contacts into targeted segments or markets. Ideally, you will begin with top level groups, and then break it down into sub-groups. Here is a good example for a print based company:
• Business Cards
Source & Source Detail
If you are familiar with online shopping, you may have seen the question: “How did you find us?” The answers are typically: online, a friend, direct mail, etc. The answer to this question is actually valuable and can allow you to measure important metrics and ROI.
Link CRM to Emails
When you link CRM to your email platform, you can send out emails from within CRM – including campaign emails. This automated method also helps track communication as a metric for marketing success.
What are Marketing Metrics?
Marketing metrics are detailed measurements by which businesses gauge the effectiveness of marketing campaigns. Metrics can tell you which customer is currently in the system, has recently received orders, needs a follow up, and is a potential customer.
By incorporating CRM into your marketing, you’ll be able to see who is purchasing your products or services and what source referred them. All of this detailed information can help to determine which marketing methods work best for your company, while keeping a detailed record for organizational purposes.
CRM has quickly become a necessity in the business world today. There are many benefits to CRM (Customer Relationship Management), but the most powerful benefit is the ability to personalize your marketing. If you don’t have a CRM platform or you aren’t familiar with how it works, here are a few tips for making this powerful resource enhance your company.
Interact with Customers
Interaction builds relationships which enhances customer loyalty. How can a CRM platform encourage customer interactions? It’s simple. CRM offers the ability to log every customer interaction, whether it be a call, email or sale. This means that you are able to remember the last customer interaction so that your follow-up call (or email) is a continuation of your last contact. In essence, you are able to pick up a conversation where you last left off. This type of communication enhances customer loyalty which helps to improve your brand – significantly!
Create Product Groups
Does your company sell various products? If so, it’s best to group your products in CRM so that you know which customer is interested in which product. For example, if you sell pet products, you would assign all of your dog owning customers into the “Dog” group. This type of organization allows you to offer relevant products and services to your clients which significantly enhances ROI.
Integrate CRM with your Brand Command Center
If you own a business, you know that two of your most valuable assets are your customers and your brand. By integrating your CRM and your brand command center, you are taking control of both assets at the same time. A digital command center is a powerful suite of user-friendly online tools that gives businesses the ability to protect their brand integrity, keep an eye on marketing numbers in real time, and store all authorized assets on a central, online location for affiliates to download and order from their laptops.
Customer relationship management takes time and practice, however it is a valuable tool that can benefit many aspects of business. By adapting some of the above CRM tips, you might find your company growing while creating a strong and powerful brand as well!