Customers are faced with many options and choices online nowadays and this means that every industry is becoming increasingly competitive. It is therefore imperative to ensure that your existing customers remain loyal, whilst you acquire new customers at the same time. Utilising CRM software is just one way to provide your clients with the best possible customer service and ensure that they stick with your brand. So how can your customer services team use your CRM to improve their department?
Acquisition and data storage
Data acquisition is the beginning of your customer journey. At some point, your customers will provide their information to you – whether this is signing up to a newsletter, or within the actual purchase process, providing personal and payment details, from interests, birthday, full name and more. All of this information should be consolidated and stored together so that you can build a big picture of each customer that you have, in order to make your overall customer services more focussed.
Targeted resource allocation
Have you heard of the 80:20 principle? This means that in most businesses, an average of 80% of the business’ profits comes from 20% of customers. Therefore, tracking customer behaviour using your CRM system to identify these customers means that you can target your resource allocation within your customer services department to ensure that they continue to receive the best possible customer services. This in turn encourages brand loyalty for your customers.
Use CRM to stay in touch
CRM allows you to stay in touch with your customers on a regular basis, which can strengthen customer relationships. You can utilise the data that you have stored within your CRM to pass details onto your marketing team for them to send email updates on your behalf with offers, and news. You can also use your CRM to send out personal messages such as “thank you” messages, all of which make your customers feel more valued.
Fast customer service responses
One of the most positive things that your customer services department can do is to respond quickly to enquiries from your customers. When complaints are made or questions asked about an order, the faster you can reply, the better impression you can give. This is only true, however, if you have the right, helpful information to hand to answer the questions – all of which can be easily accessible within your CRM. This can actually help you to provide more targeted advice and help to your customers.
Analysis for up-selling
If you customer services team can harness the information within your CRM and establish buyer behaviour patterns, this can give a strong insight into when in the best time and what is the best product or service to upsell. Each customer may have demonstrated different preferences, and your customer services department can dramatically improve their offerings if they take time to establish what it is that each customer may be looking for next, or might be interested in.
If you don’t currently have a CRM in place, get in touch with MarketDeveloper today on +44 1784 432 082.