The number of businesses using CRM systems has doubled in the past few years, proof that businesses see managing customer relationships as a growing priority. However, many of those businesses are not putting their CRM to the best use. That’s because it often seems easier to stick with old processes, then to get used to a new one.
However, CRMs can be a powerful tool for small businesses. Plus, now that there are plenty of free CRMs available, the software is accessible to any size business. Therefore, it’s time to get serious about using the software to manage your customer relationships.
Effectively Utilise CRM For Big Impact
In this article we will go over 5 ways to effectively utilise a CRM for the biggest impact:5 Ways to Effectively Utilise CRM For the Biggest ImpactClick To Tweet
1. Use Customer Information To Give Personal Attention
One of the most basic features of CRM systems is the ability to store and organise customer information. In fact, 94% of CRM use is contact management. However, even though many companies input customer information into the database, they don’t put the information to the best use. Customer information is vital and can help you connect with your target market emotionally.
For example, upon signup, you can ask customers to input their birthdays, preferences and other important information. Then you can use this information to give customers personal attention.
Link your email marketing software to your CRM to automatically send customers an email on their birthday. Include perks like a birthday discount or freebies to make it extra special.
There are many ways by which you can use customer data to emotionally connect with your target market. If you give customers individual attention, they are more likely to reward you with loyalty and repeat sales.1 of 5 tips: Use Customer Information To Give Personal AttentionClick To Tweet
2. Make Your Business More Accessible To Customers
Customers don’t like to wait, and if they send you an email or a chat, they would like you to respond ASAP. If a company is able to respond promptly, then customers feel that they are important to the business, and they greatly appreciate that. And what do customers hate more than waiting? Inaccessible companies. In fact, 82% of customers leave and seek competitors when they feel that a company does not care about them.
Gone are the days when companies only offer phone and email support. Now, many companies offer live chat, SMS and social media support for their customers. The more ways by which your customers can reach you, the better.
If you think having too many communication channels might feel too overwhelming, that’s where a CRM comes in. With many CRM systems, you can integrate all channels of communication so you can track your queries in one place and deliver prompt responses to all.2 of 5 tips: Make Your Business More Accessible To CustomersClick To Tweet
3. Use Your CRM To Increase Sales
Do you know that having a CRM system in place can increase your company’s revenue by up to 41% per person on your sales team? You can only achieve this if you know how to use your CRM as a marketing tool.
First off, CRM is a great way to find new leads. The system can organise queries and complaints, and these can become opportunities for a sale. For example, because of contact management, you can see that a particular person was asking about a certain product, but didn’t purchase because of the high price. The next time that product goes on sale, that particular customer can be informed of the sale, which could turn into a sales opportunity.
Today’s CRM systems have integrated sales tools like sales analytics, email marketing and lead generation. These tools can help your company disseminate important information through emails, newsletters and other channels so your current customers are kept in the loop.
Even CRM’s customer service features can help boost your company’s sales. 75% of consumers say they gave a company their continued support due to a positive customer service experience. Customer retention is important, especially for small businesses and delivering good customer service is one of the best ways to keep your customers loyal. CRM helps businesses interact with customers in a prompt and organised manner, which increases the probability of a good customer experience.3 of 5 tips: Use Your CRM To Increase SalesClick To Tweet
4. Organise All Communication With Prospective Customers
Chaos can ensue when you don’t keep track of communication with customers. For example, if a customer sends an email, then talks to someone via live chat, you may have two different people trying to resolve a single customer’s complaint. This causes confusion.
With a CRM, each customer has one customer file, and notes can be made on that file for every interaction with that customer. This helps keeps things organised as reps can make sure that no one has already resolved the issue before responding. This minimises double entries and other human error which can cost the company a lot of money.4 of 5 tips: Organise All Communication With Prospective CustomersClick To Tweet
5. Find Weak Spots in Your Business Model Through Analytics
Analytics is another CRM feature that often gets overlooked. Yes, most companies find generated reports useful, but most of them don’t use all of this analysis to the fullest. However, these generated reports will often show you which aspect of your company needs work.
Most CRM programs can generate reports that give you details like the number of customer interactions for the month, response speeds, the number of complaints versus simple queries and even compliments, and so on and so forth. Some programs even allow you to customise report generation so you can focus on data that is pertinent to your business.
As a business owner, it’s important for you to note these things. Which aspect of your business receives the most complaints? Which feature or promotion gets the most queries? Where do most of these queries come from, browser or mobile? If most complaints are about billing, it means you need to improve on it. If a lot of complaints are being made about a certain feature of your product, maybe you should improve that. By having all of your queries stored in one place, you will be able to see which aspects of your business need to be improved upon.5 of 5 tips: Find Weak Spots in Your Business Model Through AnalyticsClick To Tweet
All in all, it doesn’t matter how large your company is or how long it has been in business. All companies need the help of a good CRM system to give their numbers a much-needed push. In fact, there are CRM systems specifically built for small businesses. Having a good CRM system from the get go can put your company on the right track for success and good customer relationships. If you need help with your CRM or some advice, please don’t hesitate to drop us an email or fill in our contact form!
About the author, Marc Prosser
Marc Prosser is the co-founder and managing partner of Fit Small Business, a small business informational website that reaches over 700,000 small business readers a month.
Dan Purvis writes for a number of leading business, social media and marketing sites, including Smart Insights, Marketo, MarTech Advisor, Marketing Tech News, MarTech Today, MarTech Exec, and Business2Community. Dan's also ranked by Brand Republic as one of the Top 50 UK Marketing & Social Media influencers.
Dan is passionate about the philosophy behind Comms Axis: we bring content, marketing and sales together to connect businesses with their audiences.
We pride ourselves on delivering tangible business value and ROI alongside excellent customer service. We work with a broad range of clients and industries, from B2B to B2C, from technology to cosmetics, from start-ups / SoHos to pan-European and global brands.
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