In an ever more connected world, customers
have come to expect better service. The better your service is, the more likely
they are to stick with you – and that goes for B2B and B2C.
The more loyal customers you have, the more
repeat purchases you will get, and the better ROI you’ll receive on your
marketing and advertising campaigns.
So how do you achieve high levels of your
loyalty, and keep hold of your clients long-term? Your CRM is key to success,
because it supports your team in delivering personal service.
Supporting the customer journey
Every customer that buys from you has made
a considered choice. They may have entered your sales funnel while researching
your offering, then been converted by your sales team. They may have found a
product in a store, researched online and chosen a different shop to make the
purchase. It’s a complex journey, and one that marketers are continually trying
to track.
After conversion, those valuable customer
details are stored in your CRM, but that’s not the end of the story. The CRM
gives you the opportunity to continue to store data about the customer as the
relationship progresses. In highly competitive markets, this could be the key
to unlocking their custom over a much longer period of time.
It’s important that your CRM supports your
customer services team, as well as the people manning the phones in technical
support. By bringing together information about the customer, their
demographics, and their previous contact with the company, you can streamline
the support experience and offer better services in a shorter timeframe.
Is your data supporting your goals?
Your CRM holds a wealth of actionable data
that reveals how and why your customers make their purchases. By drawing on
that data, you can inform future marketing campaigns, as well as targeting
segments of your database with timely offers that they can’t refuse.
Using the data you already have in your CRM,
you can profile customers according to the products and services they’ve
already bought from you. This improves relationships by making marketing
messages more relevant, ensuring your budget is directed at the customers most
likely to spend. You can also split customers by age, location, or the number
of times they’ve reached out for support.
The one caveat is this: you must make sure
your CRM data quality is managed. Make sure you invest in keeping your data
clean, and free of duplicates and errors, and able to generate accurate reports.
Data decays quickly in a CRM, and within a year, 22.5% of your records could
contain an error. A proactive attitude to data quality will help you to
make the most of your CRM over the years.
Getting to know your customers
From the data in your CRM, you can derive
valuable information about the way your customers spend and interact with your
business. Not only does this drive repeat purchases, but loyal customers will
also refer new business, increasing your ROI with zero effort or marketing
spend.
If you aren’t using a CRM to build a
picture of your customers, you could be wasting money and duplicating effort
every time you run a new campaign. Talk to use today about affordable CRM
solutions that will pave the way to increased loyalty and engagement.
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