CRM & the Customer Experience:
6 Ways the Two Are Connected
Customer relationship management (CRM) is key to delivering a memorable and satisfying customer experience. CRM software can improve the customer experience by helping brands form better relationships, improve customer service, personalize customer communications, and improve the customer journey across all touchpoints.
Here are 6 ways CRM and the customer experience are connected.
1. 360-Degree View of the Customer
With the use of a complete CRM, you can gain a 360-degree view of your customers, which entails collecting all your customers' data in one place. This allows you to track all customer touchpoints into a single, digital profile. A 360-degree view of your customer enhances customer intelligence, which means you can deliver a better customer experience through improved customer service, better collaboration and cross-department campaigns, and enhanced personalization.
2. Gain Customer Feedback Using CRM and Surveys
CRMs allow you to gain customer feedback with surveys and other tools. Getting feedback from customers about your products or services is huge for your bottom line. It costs six to seven times more to obtain a new customer than it is to retain an existing one. So it's crucial to get as much feedback as you can so that you can use it to improve your products or customer service. Better products result in a better customer experience.
3. Follow Up With Customers Regularly
You can set up your CRM platform to automatically re-engage a cold lead after a certain period of time. You can also use your CRM to prioritize leads to send messages to. Without CRM, it would be difficult to keep track of leads that didn't convert. So it's important that you leverage CRM to help you regularly follow up with customers, which helps attract them back to your company. CRM also helps you create a customer experience that's memorable and unique to each lead if you execute it properly. Have a customer that hasn't made a purchase in a while? Not a problem. Set up your CRM to follow up. Have a lead that abandoned their cart? Don't worry. Send them a compelling offer to get them back.
4. Customer Service Data Stored Within the CRM
Your CRM has the capability to store customer service data for your reference. You'll have access to every interaction you've had with a customer, including chat history, purchase history, and customer service tickets. This allows your customer service staff to easily access a customer's details when they're interacting with them.
5. Trigger Automation Based on Customer Behavior
CRM software provides the ability to send automated emails to leads based on their behavior. For example, you can automate retargeting emails to entice prospects who may have added an item to their cart, but didn't convert. You can also automate emails after a customer has made a purchase to thank them or make a special offer to entice them to buy from you again. These features improve the customer experience by delivering relevant content to the right people at the right time.
6. Personalize Messages and Experience Based on Data Stored Within the CRM
Using certain criteria can help you with ranking and prioritizing your follow-up contacts so that you can make the most of each email, phone call, or text message. The criteria you can use include a lead's budget, job type, and location. You can also use their behavior as criteria, such as how many of your company events they attended, pages they visited on your website, how many times they downloaded your content, how often they open your emails, and more. Your CRM is highly useful because it stores all this information.
CRM is critical for building the best customer experience. Get started today with GreenRope.