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CRM AND THE CUSTOMER EXPERIENCE: 5 WAYS THE TWO ARE CONNECTED

CRM stands for customer relationship management and refers to technology specifically designed to help manage and analyze a company's interactions with its past, present, and potential customers.

CRM uses powerful tech to enable the free flow of data to the people who need it, when they need it.  Through increased transparency and efficiency, CRM creates high caliber brand experiences that leave customers wanting more.

In this article, we reference Complete CRM, which is a modern approach to CRM. It is a software that integrates sales, marketing, and customer service into one single system. This level of integration helps businesses significantly improve their customer experiences. 

WHAT IS CUSTOMER EXPERIENCE?

Customer experiences consist of every conceivable brand touchpoint. They encapsulate the entirety of an individual’s relationship with your brand. The overall quality of your customer experience influences consumer behavior, and plays a determining factor in driving conversions. Even more importantly, powerful CX can turn your brand into a cult following, securing repeat customers who love what you do and aren’t afraid to let others know.

HOW ARE CRM AND CUSTOMER EXPERIENCES CONNECTED?

In today’s digitized economy, CRM is the driving force behind quality CX. The technology is called ‘Customer Relationship Management’ for a reason. Employees love CRM because it makes their jobs easier by quickly delivering them the necessary information to empower customer success. Experience designers love it because they can use marketing automation to map out every digital brand interaction from awareness, to conversion, and beyond.

360-degree View of the Customer – A unique benefit of Complete CRM is its ability to provide you a unified, 360-degree view of your customer. By rolling sales, support, and marketing data together into a single contact record, information can easily be shared across different departments. Using this information, you can avoid redundancy and create more personalized and relevant experiences. This degree of sophistication is what separates mediocre brands from industry powerhouses. 

Gain customer feedback using CRM and surveys – Businesses driven by sycophantic insights crash and burn. When businesses only receive feedback from employees, company culture is turned into an echo chamber of reverberating reassurances. Customer feedback, on the other hand, is worth its weight in gold. Get the data that matters using surveys! Any CRM worth its salt offers surveying as a way to directly ask customers what they like and what they don’t like. Using customer insights, businesses are better equipped to determine the causes behind sweeping shifts in key metrics.

Surveys are also a great way to offer customers additional value based on their responses. All responses are stored in each contact’s CRM record. You can automate specific follow actions to trigger based on how the client responded to questions in the survey. Ex. If a multiple choice question, asking customers what services they’re most interested in, receives the response ‘B. Team Training’, this can be set to trigger a workflow with the purpose of familiarizing that customer with your training services.

Follow up with customers regularly – Using marketing automation, you can nurture blossoming relationships with regular follow ups using autoresponders, journeys, and drip campaigns.

  • Auto-responders - Auto-responders are a sequence of scheduled emails triggered when a contact fills out a signup form. They’re a great way to familiarize recent mailing list signups with your brand. Maybe you want to send an introduction, and follow this up with emails going into greater depth about your brand mission and operations.
  • Drip campaigns - Drip campaigns are a sequence of scheduled emails, triggered when a contact joins the group the drip campaign is created in. Since groups are strategic collections of contacts that usually share a similar purpose or like attribute (i.e. recipients of a particular service, a specific sales reps leads), they are a useful vehicle for delivering focused email campaigns.
  • Journeys - Our intuitive drag and drop interface enables experience designers to create powerful customers journeys. Journeys deliver a series of communications, with each message determined by a contact’s previous actions, using True/False logic. Ex. If a contact read or clicked your introductory email, you could set your journey to deliver a follow up email detailing your services, but if they didn’t interact with your previous email you might send them a tantalizing discount offer that’s too good to refuse.

No matter what automation you use, all CRM communication tools work to enhance brand loyalty and customer retention.

Trigger automation based on customer behavior – CRM uses automation to streamline operational processes by allowing instant responses to contacts’ specific actions. 

Examples include:

  • Website activity – When a customer is on your website and hits a certain webpage detailing your particular services, an iframe materializes prompting them to signup for your mailing list.
  • Making a purchase – Triggers set in the checkout process can be leveraged to upsell or cross-sell to customers. By using this opportunity to push complimentary products, you can increase earnings while turning your customer on to a product relevant to their interests.
  • Reading or clicking an email - Journeys enable contacts’ interactions with your emails to inform the future content they receive. Journeys optimize your selling process by giving just the right attention to fence sitters while not overselling to ready conversions.

Personalized messages and experience-based data stored within the CRM – Sending contacts personalized communications using data stored in their contact record, fosters a sense of intimacy with your brand.  Delivering better, more relevant content builds consumer trust and drives your bottom line. By leveraging information gained from previous brand interactions in combination with dynamic data rules, customers don’t just feel like a cash cow in a sea of cash cows. Personalized content helps humanize brands, making them more relatable.

GreenRope is the number one choice for small and medium sized businesses looking to enhance their customer experience without breaking the bank.

Using CRM with marketing automation enhances your business's ability to build lasting relationships with your customers,.

To learn more about our innovative CRM solution, contact us at GreenRope today.

 

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