CRM tool can improve customer retention by 27%. This software has been proven to be specifically designed to improve the relationship with your customers and increase their satisfaction - a factor that can make a difference when it comes to positioning yourself against the competition. And the fact is, more and more technology products and services are competing for the same consumer segment. But are all companies trained to offer the best experience? How can CRM help you?
When dealing with a significant amount of information and
contacts, when there are multiple lines of business in the same organization,
or when communication between departments is poor and needs to be improved,
technology investment is usually the answer. But why CRM and not other
software? Because, among other paybacks, it allows you to centralize
information in one place.
All information in one place.
It sounds obvious, but data centralization, the ability to
integrate contact information and offers (or sales) made, is what both the
marketing and sales teams need to define their short and long-term strategies.
However, many companies have a preference for technology
investments that do not help integrate all information, but rather separate it
into different tools designed for one use. Or those organizations that have CRM
use it only for commercial purposes, wasting all their potential.
And we agree, the centralization of information also implies
a change in mentality, an internal change. But keep in mind that contact
information (both qualitative and quantitative) is paramount to sales and
marketing, and both departments or managers must learn to work as a team to get
the most out of the data and succeed. goals.
Think about it differently. Marketing seeks to understand
the motivation for buying potential customers develops the right strategies to
increase traffic, encourage lead generation, and improve their qualifications as
potential buyers; In the meantime, the sales force is trying to nudge those
qualified contacts to buy by revealing the benefits of your business product or
service. Don't you think that constant communication between them is necessary?
CRM allows you to store important information for both
teams, improving not only communication with customers but also internal
communication. The contact information obtained at each stage of the
procurement cycle is important to determine the joint strategy that leads to
the achievement of more revenue for the company, especially if there are
different lines of business.
And the fact is that the corresponding CRM tool can not only
store socio-demographic information, but also qualitative data obtained from
different conversion channels, as well as quantitative data about a business or
sales made, in addition to, of course, the history of views and conversions.
Elk users.
History of views
and conversions.
The ability to record accurate and accessible data about
preferences, needs, concerns, and, yes, transactions can mean the difference
between relationships that benefit both the company and the customer, and
relationships that leave both unsatisfied when goals are not achieved, on the other hand. on the one hand, to meet the needs of customers in general and, on
the other hand, to increase the economic benefits of the company.
And in this sense, knowing the history of views and
conversions, that is, the real buying cycle of each of the contacts, allows us
to identify patterns of behavior, needs, and consumption trends that lead to
optimal customer profiles in order to improve strategies (marketing and sales)
that contribute to the best. communicating with your contacts.
CRM is important when it comes to enhancing customer
satisfaction because it uses browsing history (which indicates the pages and the content they are interested in) and conversion history (which shows which
channels, routes, CTAs, and forms that call to action) you can get to know him
better.
Get to know your client better.
Remember, as you get to know your customers better, it will
be easier for you to offer them a positive shopping or service experience.
Thus, a tool that allows you to integrate not only qualitative and quantitative
data, but also document all kinds of interactions between potential customers
and your company, as well as the work that your team does to increase
conversions have undeniable value.
As we have noted, the information stored in the CRM is
essential for developing the profiles of the buyers we know as buyers. These
buyers should be your most influential potential / ideal customers.
Well-defined and optimized groups over time thanks to the data obtained in CRM,
which, in addition, will help you create the right segments for your
strategies.
The segment on smarter lists.
When we talk about a significant number of subscribers and
potential customers (sales opportunities), it is difficult to think about
personalizing communications. However, personalization is one of the key
success factors for many campaigns. The ability to target potential customers
by knowing in advance what their preferences and needs are increases the
effectiveness of implemented strategies and ensures greater success for both
marketing and sales.
For this reason, one of the great benefits of CRM is smart-to-list segmentation. Some listings are in many cases based on the same customers
identified above, while others are based on those properties or contact
categories and the key business to design a specific campaign.
Automatic segmentation in these smart lists allows for
personalization based on consumer preferences and contact browsing history
and conversion, in short, ensures that communication is more effective and
inline with goals.
Improving communication.
Consumers are tired of receiving weekly, bi-weekly, or
monthly notifications on topics that have nothing to do with them. Newsletter,
promotional emails, even commercial ones, are ineffective if not personalized.
But, as we've discussed, Smart Lists can help you set up channels like email
marketing.
But when it comes to improving communication, you can go
even further with CRM software. With the information in the contact database,
you can also customize pages, forms, and even pop-up content.
And the truth is, the Smart Content capabilities of CRM are
not limited to this setting, but it can also automate the flow of actions and
notifications that optimize your marketing and sales teams.
Automate marketing and sales.
Many CRM programs allow you to automate action flows and
notifications after certain actions and properties. These workflows are
especially important when you work with large amounts of information and
contacts, or when you have few resources and a lot of work.
Actions can be triggered to the extent that contacts meet
certain requirements set by the activity in their purchase cycle: page views,
content uploads, form submissions, etc. But these actions can also motivate
list changes, trigger parallel automation, exchange data, and even internal
notifications.
These internal notices are necessary to ensure that those
responsible for marketing and sales are aligned in achieving goals. In
addition, creating workflows saves time and improves the efficiency of the work
performed.
Improve team efficiency.
The basic idea is that thanks to CRM software, you can work
smarter by focusing efforts on improving the user experience. In this way, not
only the customers get what they want, but also the company.
As we have already noted, the ability to visualize all
information using a tool, that is, to centralize all data and automate various
tasks and actions can increase the efficiency of teams.
In this case, the internal organization is important, and
establishing who is responsible for contacts at each stage can help each team
work, improving the final results of the transformation.
Once the sales and marketing team learns to align and use
CRM, the productivity of the tool increases, sales cycles are shortened, and
the company has an opportunity to improve customer satisfaction and increase
customer satisfaction.
Cross-selling.
The more known the needs and desires of customers, the
easier it is to offer additional products and services that will improve their
satisfaction. CRM improves cross-selling capability.
Armed with qualitative and quantitative information, as well
as the history of views and conversions, your most experienced reps will be able to
find an effective solution to customer needs thanks to an accessible database.
Cost.
CRM (Customer Relationship Management) is software that,
while it may take a little more time to manage and learn in the beginning, is
an asset in the long run that saves time and increases the productivity of your
marketing and sales teams. in the medium and long term, this not only pays off,
but is also a profitable tool for the company.