Customer Relationship Management (CRM) Solutions help businesses to stay organized and enable various departments through insights and data. But how do these systems help your customer experience? In this blog we will discuss a number of ways that CRM Systems can help to improve customer interactions, experiences, support, retention and more.
Why should you care about customer experience?
In order to obtain and retain customers to keep your business successful and running, you need to ensure customer loyalty and satisfaction. The best way to do so, is by giving a good customer experience with your company, products and/or services.
This can be done by reaching or surpassing customer expectations by fulfilling a want or need. When a customer has a positive experience they are more likely to repeat the purchase of your product(s) and/or service(s), as well as share a positive word of mouth to the individuals around them. This would positively impact brand reputation and value. Adversely, if a customer had a bad experience which resulted in supporting a competitor or leaving a bad review, this would likely negatively affect company image.
How does a CRM System improve customer service?
CRM Systems help to improve customer experiences in several ways. With a 360-degree view of customer and potential client data, communications, behaviour, and more, a CRM Solution allows companies to tailor their business and practices to better serve their customers. As well as build valuable relationships for long term success.
Here are 4 ways to ensure a great customer experience with CRM.
- Meaningful Communications with Customers
It is important to have consistent and meaningful communication with customers to ensure satisfaction and support the building of strong relationships. Having insights into customer behaviour allows your business to understand what the customer really wants and gain knowledge of how to help, as well as what to offer. Having this insight allows your business to customize messaging to appeal to individual needs, therefore, giving the foundation to build strong relationships and understanding.
There are also simple tools that come within CRM Solutions to simplify the customization process, for instance adding field tags for First and Last name. The system will automatically pull the data from your CRM Contact information and customize it to each individual email sent. This helps customers to see that your company is reaching out to them specifically; making the emails feel much more personable and less like a mass send or spam.
- Creating a Consistent Customer Experience
Consistency plays a large role in building a strong customer relationship and experience. It is important to ensure when a customer is being reached out to they will get a quick and appropriate response with consistent messaging. CRM allows your business to automate responses, support requests, and more. Loyalty, brand reputation and satisfaction can all be significantly improved with consistency; this is because it allows customers to see your business as reliable.
With the automation that CRM Software offers, there is a large amount of room to receive customer feedback. Whether this be an automated survey, scheduled follow up, email or phone call to measure customer satisfaction, it is always important to listen to customers and learn where your business can improve processes and communications.
- Attentive Customer Support & Increased Response Time
Timely responses to customer inquiries can significantly impact customer satisfaction and relationships. CRM Software has the ability to automatically send a confirmation when a client submits a support form; confirming that the form has been received and someone will be reaching out to them within a desired amount of time. This helps customers to feel acknowledged and gives them a time frame to be waiting for support; rather than wondering if their ticket was ever received.
CRM also has the ability internally to create a ticket on the customer contact card, where it can then be allocated correctly and closed when completed; making all staff aware of where the ticket is in the support process. Additionally, this helps to avoid missing a communication or support submission by a customer/prospect.
- One Place for all Customer Data
Having one database to store all company, customer, and prospect information helps to gain insights across various aspects. A CRM Solution allows your marketing and sales team to go into a contact and see what communications have been shared with them previously, what their interaction with these communications were, contact information, current status, product/service information and more. Having these insights can positively affect marketing campaigns and other initiatives to bring in opportunities, leads, and sales.
Additionally, this helps businesses to stay organized as well as have a “conversation starter” when reaching out to customers for specific requests, or following up on missed opportunities. When customers receive communications relating to previous activity it helps them to feel valued and maintain a strong relationship.
In today’s automated and technology driven world, customers demand and expect an increased level of attention and relationship. It is important to build a strong customer experience strategy to ensure consistency and support is a priority.
CRM tools can be used to gain a 360 degree view of data, helping to build relationships with customers, improve customer service, facilitate a faster response time, and personalize customer communications. Having these tools and procedures in place help to improve the customer journey across all touchpoints, while simplifying and enhancing customer experience management.