Customer Relationship Management (CRM) software programs have been around for a while but are still not being used to their full potential. That’s because many businesses are still using them as glorified databases and haven’t realised that CRMs can do much more than just keep track of customers’ information and customer data; they can help your business grow. CRMs can turn your business from struggling to deal effectively with prioritisation, lacking in agile processes and monitoring into an optimised and straightforward operation that uses customer data to make strategic planning and decision-making through analytics.
Here are six things you should know about using your CRM program to improve your business.
Use a CRM program to keep track of your customers’ data
Your CRM program should be an integral tool that helps you to manage your business. It stores all the information about your customers and their interactions with you in their customer journey. Helping you understand what kind of people are buying from you can tell you how much they spend on average, whether they’ve bought products before, or if they’ve called in with questions or concerns. A good CRM program also makes it easy for employees to access this information whenever they need it, so there’s no guessing involved when someone asks, “do we have a record of this person’s order?” Essentially, it lets you know exactly where each customer is in the decision-making process. All this data will make it much easier for you to target them in future marketing campaigns and promotions. Remember, developing relationships with your current customers is much easier than nurturing and acquiring new ones.
Analytics
If you plan on investing in a CRM system, it’s important to understand how analytics can support you. Analytics allows you to measure the impact of your marketing campaigns and identify trends in your customers’ behaviour. They can provide insight into what makes your customers happiest, which products they like best, and what repeatedly leads them to purchase from you.
The vast troves of data you have been collating over the past year on your customers are as highly prized as when archaeologists found the Rosetta Stone and unlocked the secrets to ancient Egyptian hieroglyphics. Learning from your analytics and then utilising them correctly will give your business the edge to effectively develop and deliver targeted marketing to your most profitable customers.
Analytics is also one of the best ways for your business to spot problems or opportunities with operations before they become too costly. Businesses must use this information to move forward in the strategic planning process.
Data integrity
You can use data integrity to your advantage. For example, your CRM system tracks each customer’s purchase history and uses this information to predict who could become repeat customers.
You’ll also want a way to keep your customer information separate from internal data. E.g., if a customer is accidentally deleted, it shouldn’t affect your CRM’s accuracy or your decision-making.
Upselling
You’ve got a customer database; you’ve got customer data. Now what?
The first step is to identify the opportunities for upselling by finding which customers are likely to buy more. Then, use your CRM program to target those customers correctly, so they have no choice but to give you their money.
One way to do this is by using data from one contact form or channel (say, emails) and applying it across all your other channels (phone calls, social media). E.g., if someone sends an email inquiry and then calls you after seeing a Facebook advert, you know they are interested!
Customers nowadays demand personalisation, and the research confirms it. Personalising customer engagement promotes loyalty, and they want to spend their time and money with you.
Automation
Your CRM program will save you time and headaches, but using the tool correctly is important. Remember that using automation is a journey and not an overnight success story. This will mean automating as many processes as possible. As much as you’d like to think that every interaction with customers is a unique experience, that’s not the case. Your business probably has many repetitive tasks involved in keeping your customers happy and loyal – and that is the aim.
Automating these processes ensures they’re completed consistently and correctly across the team. Automation can also ensure that each process is followed uniformly across all channels.
Support
Support is key to keeping your customers happy, so ensure you have the right tools in place when providing support. After all, support is crucial for customer retention and upselling.
Great CRM systems allow you to track every support request that comes through your door, regardless of its origin. Your CRM enables recording your team’s responses, so you know which issues are resolved quickly and which take longer. You can later use this information to analyse how well-equipped your team are to provide top-notch customer service.
If you’re looking for help choosing the right CRM system, try this article. If you’re looking to implement CRM but don’t know where to begin, call us; we’re here to help! We can provide you with the support you need to start capitalising on your CRM or Zoho experience.
Reach out, and let’s start a conversation here.
